Comments on: Marketing automation? Shoot yourself in the foot? http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html B2B and Industrial Marketing Blog Wed, 01 Feb 2012 10:09:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Annie http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-1143 Annie Fri, 04 Dec 2009 19:29:36 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-1143 I agree with the bullet point "It won't work if the processes and incentives between sales and marketing aren't aligned" It is important to understand that the sales AND marketing teams need to work together on this. It seems that there has always been a love hate relationship between these two teams. Through marketing automation the marketing team can determine strategy and report its effectiveness as the sales team embraces lead nurturing to pursue prospects. To the bullet point "Customers are those who've advanced from ESPs" I sort of disagree. Though the advanced and rather expensive forms of marketing automation services may have advanced past ESPs, there a some good services out there that have marketing automation integrated within their email products. I think when it is brought to this level the everyday business professional will be able take full advantage of marketing automation. I agree with the bullet point “It won’t work if the processes and incentives between sales and marketing aren’t aligned” It is important to understand that the sales AND marketing teams need to work together on this. It seems that there has always been a love hate relationship between these two teams. Through marketing automation the marketing team can determine strategy and report its effectiveness as the sales team embraces lead nurturing to pursue prospects.

To the bullet point “Customers are those who’ve advanced from ESPs” I sort of disagree. Though the advanced and rather expensive forms of marketing automation services may have advanced past ESPs, there a some good services out there that have marketing automation integrated within their email products. I think when it is brought to this level the everyday business professional will be able take full advantage of marketing automation.

]]> By: Annie http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-2522 Annie Fri, 04 Dec 2009 19:29:00 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-2522 I agree with the bullet point "It won't work if the processes and incentives between sales and marketing aren't aligned" It is important to understand that the sales AND marketing teams need to work together on this. It seems that there has always been a love hate relationship between these two teams. Through marketing automation the marketing team can determine strategy and report its effectiveness as the sales team embraces lead nurturing to pursue prospects. To the bullet point "Customers are those who've advanced from ESPs" I sort of disagree. Though the advanced and rather expensive forms of marketing automation services may have advanced past ESPs, there a some good services out there that have marketing automation integrated within their email products. I think when it is brought to this level the everyday business professional will be able take full advantage of marketing automation. I agree with the bullet point “It won’t work if the processes and incentives between sales and marketing aren’t aligned” It is important to understand that the sales AND marketing teams need to work together on this. It seems that there has always been a love hate relationship between these two teams. Through marketing automation the marketing team can determine strategy and report its effectiveness as the sales team embraces lead nurturing to pursue prospects.

To the bullet point “Customers are those who’ve advanced from ESPs” I sort of disagree. Though the advanced and rather expensive forms of marketing automation services may have advanced past ESPs, there a some good services out there that have marketing automation integrated within their email products. I think when it is brought to this level the everyday business professional will be able take full advantage of marketing automation.

]]> By: Rafter http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-1118 Rafter Tue, 06 Oct 2009 13:41:44 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-1118 Hi,<br />We are sheet metal fabricators from India concentrating only on the local market. We have recently started exporting telescopic covers and other covers for machine tool protection for a customer in Finland. As the customer is impressed with the quality of our products, we have decided expand our exporting business to other European and North American countries. What is the best way to go about it. Please advise. <br />Thanks Hi,
We are sheet metal fabricators from India concentrating only on the local market. We have recently started exporting telescopic covers and other covers for machine tool protection for a customer in Finland. As the customer is impressed with the quality of our products, we have decided expand our exporting business to other European and North American countries. What is the best way to go about it. Please advise.
Thanks

]]> By: Rafter http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-2521 Rafter Tue, 06 Oct 2009 13:41:00 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-2521 Hi,We are sheet metal fabricators from India concentrating only on the local market. We have recently started exporting telescopic covers and other covers for machine tool protection for a customer in Finland. As the customer is impressed with the quality of our products, we have decided expand our exporting business to other European and North American countries. What is the best way to go about it. Please advise. Thanks Hi,We are sheet metal fabricators from India concentrating only on the local market. We have recently started exporting telescopic covers and other covers for machine tool protection for a customer in Finland. As the customer is impressed with the quality of our products, we have decided expand our exporting business to other European and North American countries. What is the best way to go about it. Please advise. Thanks

]]> By: Mike Volpe - HubSpot http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-1117 Mike Volpe - HubSpot Thu, 01 Oct 2009 20:08:29 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-1117 I think the two big challenges marketers have today when it comes to lead nurturing and "marketing automation" are:<br /><br />(1) How can you deploy lead nurturing EASILY without tons of effort? The original systems that did this stuff are damn complicated, built for programmers, not marketers.<br /><br />(2) How do you combine lead nurturing / marketing automation WITH social media? As things like Twitter and Facebook and LinkedIn start to become more of how we communicate with people, how can marketers incorporate those tools into how they generate leads and manage and nurture leads.<br /><br />I think the next 1-2 years are going to be super interesting as marketing software companies start to figure this stuff out and build some really cool new things. I think the two big challenges marketers have today when it comes to lead nurturing and "marketing automation" are:

(1) How can you deploy lead nurturing EASILY without tons of effort? The original systems that did this stuff are damn complicated, built for programmers, not marketers.

(2) How do you combine lead nurturing / marketing automation WITH social media? As things like Twitter and Facebook and LinkedIn start to become more of how we communicate with people, how can marketers incorporate those tools into how they generate leads and manage and nurture leads.

I think the next 1-2 years are going to be super interesting as marketing software companies start to figure this stuff out and build some really cool new things.

]]> By: Mike Volpe - HubSpot http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-2520 Mike Volpe - HubSpot Thu, 01 Oct 2009 20:08:00 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-2520 I think the two big challenges marketers have today when it comes to lead nurturing and "marketing automation" are:(1) How can you deploy lead nurturing EASILY without tons of effort? The original systems that did this stuff are damn complicated, built for programmers, not marketers.(2) How do you combine lead nurturing / marketing automation WITH social media? As things like Twitter and Facebook and LinkedIn start to become more of how we communicate with people, how can marketers incorporate those tools into how they generate leads and manage and nurture leads.I think the next 1-2 years are going to be super interesting as marketing software companies start to figure this stuff out and build some really cool new things. I think the two big challenges marketers have today when it comes to lead nurturing and "marketing automation" are:(1) How can you deploy lead nurturing EASILY without tons of effort? The original systems that did this stuff are damn complicated, built for programmers, not marketers.(2) How do you combine lead nurturing / marketing automation WITH social media? As things like Twitter and Facebook and LinkedIn start to become more of how we communicate with people, how can marketers incorporate those tools into how they generate leads and manage and nurture leads.I think the next 1-2 years are going to be super interesting as marketing software companies start to figure this stuff out and build some really cool new things.

]]> By: Michael Ward http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-1116 Michael Ward Thu, 01 Oct 2009 15:45:58 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-1116 With regard to bullet point number 4, a great way for the beginner to get started with lead nurturing is to think of it as a conversation. It doesn't take place in real-time but the same fundamentals apply: listen carefully and respond based on who you're talking to and what you hear.<br /><br />So who are you talking to? You'd likely speak to an executive differently than, for example, a purchasing agent. Lead nurturing should always take place within the context of defined prospect segments that allow you to customize your message based on the audience. Marketing automation systems make advanced segmenting easy.<br /><br />What are you hearing? In a lead nurturing process the marketing automation system "listens" to each prospect for you. Actions such as website visits & page views, email click-throughs, downloads, even lack of action all conspire to tell you more about your prospect. If it were a real conversation, what would you say next?<br /><br />Every lead nurturing flow is an iterative process. Test, measure, modify, repeat. No need to shoot yourself in the foot. With regard to bullet point number 4, a great way for the beginner to get started with lead nurturing is to think of it as a conversation. It doesn't take place in real-time but the same fundamentals apply: listen carefully and respond based on who you're talking to and what you hear.

So who are you talking to? You'd likely speak to an executive differently than, for example, a purchasing agent. Lead nurturing should always take place within the context of defined prospect segments that allow you to customize your message based on the audience. Marketing automation systems make advanced segmenting easy.

What are you hearing? In a lead nurturing process the marketing automation system "listens" to each prospect for you. Actions such as website visits & page views, email click-throughs, downloads, even lack of action all conspire to tell you more about your prospect. If it were a real conversation, what would you say next?

Every lead nurturing flow is an iterative process. Test, measure, modify, repeat. No need to shoot yourself in the foot.

]]> By: Michael Ward http://www.b2blog.com/2009/09/marketing-automation-shoot-yourself-in-the-foot.html/comment-page-1#comment-2519 Michael Ward Thu, 01 Oct 2009 15:45:00 +0000 http://b2blogwp.wordpress.com/2009/09/30/marketing-automation-shoot-yourself-in-the-foot#comment-2519 With regard to bullet point number 4, a great way for the beginner to get started with lead nurturing is to think of it as a conversation. It doesn't take place in real-time but the same fundamentals apply: listen carefully and respond based on who you're talking to and what you hear.So who are you talking to? You'd likely speak to an executive differently than, for example, a purchasing agent. Lead nurturing should always take place within the context of defined prospect segments that allow you to customize your message based on the audience. Marketing automation systems make advanced segmenting easy.What are you hearing? In a lead nurturing process the marketing automation system "listens" to each prospect for you. Actions such as website visits & page views, email click-throughs, downloads, even lack of action all conspire to tell you more about your prospect. If it were a real conversation, what would you say next?Every lead nurturing flow is an iterative process. Test, measure, modify, repeat. No need to shoot yourself in the foot. With regard to bullet point number 4, a great way for the beginner to get started with lead nurturing is to think of it as a conversation. It doesn't take place in real-time but the same fundamentals apply: listen carefully and respond based on who you're talking to and what you hear.So who are you talking to? You'd likely speak to an executive differently than, for example, a purchasing agent. Lead nurturing should always take place within the context of defined prospect segments that allow you to customize your message based on the audience. Marketing automation systems make advanced segmenting easy.What are you hearing? In a lead nurturing process the marketing automation system "listens" to each prospect for you. Actions such as website visits & page views, email click-throughs, downloads, even lack of action all conspire to tell you more about your prospect. If it were a real conversation, what would you say next?Every lead nurturing flow is an iterative process. Test, measure, modify, repeat. No need to shoot yourself in the foot.

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