All marketing programs today should have a revenue generating purpose.
The problem with that statement is this: 65% of sales reps say they can’t find content to send to prospects. With so much marketing content being produced, this number is shocking.
Modern marketing starts with effective, powerful software
Everyone from Forbes to CMO.com says that the majority of companies are not yet using marketing automation. In fact, 61% of companies surveyed by TFM Insights are not using marketing automation at all and the remaining responses were split over a large range of 27 different vendors and combinations of solutions.
Announced at last week’s event, the MarTech landscape now has over 5,000 software products to choose from. Oh-my-lanta. This infographic literally hurts my eyes. A bunch of little logo dots splashed into similar sounding categories, how do you sift through this madness and assemble the right technology stack?
There’s no substitute for old fashioned elbow grease and good conversation
MarTech Today recently published an article on why marketing automation is not living up to expectations. The article cites a number of reasons including:
- Inability of marketers to align strategy with buying cycle of their audience
- Feeding the content beast for all the automated touches is hard
- Process and data quality issues and lack of analytical skill in marketing
The article’s author Mary Wallace, even goes so far as to say “Executing on campaigns that leverage behavioral information and the segmentation components of marketing automation remains almost impossible.” Really?
A single communication channel won’t work for marketers anymore.
Did you know that 92% of online ads aren’t noticed in 2017? Rewind about 20 years and the story was completely different.
AT&T purchased the first ever banner ad from HotWired.com in 1994 and a whopping 44% of the people who saw this ad clicked on it.
Marketing Automation Shouldn’t be Holding You Back
In today’s martech landscape, marketing automation means many different things to different people. Traditionally it’s been rooted in website tracking and email marketing. But in recent years, anything that automates any individual piece, no matter how small, is now considered marketing automation.