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The Death Of Marketing Automation And The Birth Of Customer Engagement

1Jeff PedowitzMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all their marketing campaigns, both online and offline. The goal: increase efficiency and effectiveness and provide attribution for marketing’s contribution to the pipeline and to revenue. The term was coined in the late ‘90s, when both Pivotal and Eloqua introduced technology that launched the category.

Measuring Marketing Performance To Enhance Future Campaigns

When it comes to measuring marketing performance, multiple layers come into play. Some actions are deemed easy to measure, such as click-through rates on email campaigns or the number of followers on social media, but these metrics don’t dive into the impact marketing activities have on a business’ bottom line. Companies such as Mongo DB are not only measuring marketing performance on a larger scale, but also on a content engagement level, to help determine this impact and enhance future performance.

Account-Based Marketing: Four Tips For Developing A Strategic Approach

Colby FazioAccount-based marketing (ABM) is surging today throughout marketing organizations everywhere, but the concept is not new.  Sales teams have been strategically focused on a handful of high-value targets for decades, primarily in silos, with careful planning utilizing “blue sheets” (Miller Heiman’s tool for analyzing complex selling opportunities) or other proven sales methodologies.  What’s different today?  Just ask a marketing leader about a “blue sheet” or their sales organization’s approach to key accounts (also called strategic accounts, high-value accounts, target accounts, etc.), and you’re likely to get a blank stare.

Turning Up The Volume On Revenue Marketing at REVTalks

REVTalks logoRevenue marketing impacts a number of initiatives — sales and marketing alignment, demand generation and lead management, just to name a few.

The Pedowitz Group recently brought together a number of senior marketing executives for targeted discussions about the topic of ROI and how it relates to the various aspects of marketing. The event, titled REVTalks 2014: The Revenue Marketing Summit, was modeled on the popular TEDTalks, which offer short presentations with focused themes.

Survey: Lack Of Processes, Metrics Holding Back Content Marketing

Screen Shot 2013-11-20 at 9.45.10 AMThe growth in content marketing can be partially attributed to the increased adoption of marketing automation to support lead generation. Marketing automation, especially when integrated with a company’s sales or CRM system, simplifies marketing management and enables marketers to leverage rich data that was previously difficult to obtain.

While research shows that marketing automation improves content marketing effectiveness, it is constrained by shortfalls in processes, management and measurements. Marketing organizations lack strengths in key process areas that are often enabled by marketing automation, such as content customization, targeting and measurement of sales conversion.

These are just some of the finding of the 2013 Lead Generation Marketing Effectiveness Study, conducted by Lenskold Group, sponsored by The Pedowitz Group and supported by Demand Gen Report.

Marketers Looking To Combat More Aggressive Email Filters

email marketing - shutterstock 75457654While the reports of the death of email have been greatly exaggerated, marketing emails are in danger of being buried in the graveyard known as the “spam” folder. There have been a number of developments in recent months that have made it harder for marketing emails to land in the inbox.

Some new email filters, such as Swizzle and Mailstrom, make it easy for users to perform a mass delete and unsubscribe to rid their inbox of marketing messages. While these add-ons appeal to power users who are obsessive about clearing their inboxes, mainstream email providers are also making it more difficult for email marketers to make it into the coveted inbox. Google’s Gmail recently added a “Tabs” feature that relegates some marketing messages to the “Promotions” inbox and Microsoft’s Outlook’s “sweep” function can also put a dent in the success of email marketing campaigns.

The Pedowitz Group Adds SEM And SEO To List Of Services

Pedowitz Group logoThe Pedowitz Group, a revenue marketing agency, is expanding its services with a new Search Services offering that includes Search Engine Marketing (SEM) and Search Engine Optimization (SEO).

The addition of these SEO/SEM services gives the company a better opportunity to assist clients in increasing web site traffic and revenue, according to company sources.

The Pedowitz Group Unveils Revenue Marketing Analytics Practice

Pedowitz Group logoThe Pedowitz Group announced a new Revenue Marketing Analytics service to help marketers bridge the gap between business intelligence and revenue growth. The service will use partner solutions from GoodData and Birst to unify data and deliver actionable insights, according to company representatives.

Birst combines data from varied sources to help companies answer pressing business questions and address concerns in real time. The business intelligence solution from GoodData enables companies to make better business decisions by transforming data, reports and dashboards into tangible results, company officials noted.

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