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There is an astute article at mycustomer.com, "Is It Time To Move On From Marketing Automation?" It is an indicator of the disenchantment with the claims and hype with marketing automation implementations in organizations. The frustration is well-founded. If automating the buying process by creating a sterile
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Marketing automation is focused on a premise of nurturing leads to build trust for a ready sales engagement. That's the idea at least. It's the doctrine, but like many good doctrines, there are pundits and posers. There are those that love to rally around the marketing
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Selling Proposition Strategies When a customer finds you, it is because they were focused on your value proposition. They searched for you via the internet or their network most likely. If you are set up correctly, you were found and deemed credible compared to the convenient mouse click to your
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Marketing automation is relevant today because buyers deliberate and educate themselves before they engage. What used to be the role of a salesperson in the sales process has shifted to buyers and their ability to self-service for information. However, marketing automation does not alleviate the need for sales. The handoff
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Marketing automation serves to nurture unready buyers. The strategy for nurturing effectively is the art within marketing automation that is both difficult and critical. When we implement a marketing automation campaign for our clients, we have to be able to tell their story and connect the dots with the customer&
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Marketers miss the proverbial eight ball when it comes to attention. Many marketers still believe we watch TV commercials fully when the majority of people skip the ads. Here are the behaviors most of us do today in a world of too much marketing stimulus: * We change channels for radio
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Marketing automation sets up the salesperson. It assumes something that traditional sales does not: buyers prefer self-service until they are ready to buy. If you court your buyer too early, you can violate trust. It is intrusive and unsynced with how they would prefer to move through the process of
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Effective calls to action will reveal your connection to the buyer's problem and the value of your message to your market. It represents the decision point between anonymity and courtship. Your visitor is giving something to get something of value. The call to action constitutes the beginning of
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We are all tied into story. It is part of being human and can be found in cultures across time and space. It is what resonates. If you don't have a story, you don't have a business. There is too much noise and your buyer cannot
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If you call me and I don't answer because I can see your caller ID, then will you just keep interrupting me? Will you spam me? Invade my social media space? Or worse, call again? We don't want to be sold. It's easy to
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Marketing automation works. Engaging and nurturing leads with a real-time, personal process keeps attention, builds trust and wins business. Our team has built many successful marketing automation systems and campaigns. It becomes a vital asset to the business of our customers. But, not all marketing automation works. Typically, a company
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The marketing automation vendors of today will consolidate into a couple of brands with a winner take all stakes game unfolding today. Marketing Automation Software Guide published an article that provides some analysis and insight into the revenue and funding of today's players. It's great analysis