The Evolution of Marketing Automation

While aiming to promote products and services successfully in the market, businesses had realized the importance of adopting marketing strategies early on. Due to the intense competition, marketing strategies got infused with the technological innovations in order to evolve out as the modern marketing, which is now embedded in the customer’s lives and affecting it at a rapid pace.

Fortunately, from radio to internet and smart-phones, nowadays technology has revolutionized the ways marketers can reach to their potential customers. But, back then in the late 50’s, with almost no effective marketing channel, companies were finding it challenging to approach a huge customer base.

This is how automation technology came into existence. It has traced its origins back from a Customer Relationship Management or CRM that came out of Rolodexes and a pack of business cards. It acted as a rescuer for the companies who were endeavoring to maintain their employees and client’s records into a central knowledge group. But, in no course of time, it became the fundamental business element and started finding its applications in professional business services as well.

During the late 1980s, CRM platforms had gained more power in terms of customer support servicing, sales management, and forecasting. But, the high price tag kept it confined to few multinational corporations.

In 1999, Mark Benioff, the founder of Salesforce, invented the Monthly Licence (MLC) fee model, with aiming to offer cost-effective and agile business model, that further introduced SaaS or Software as a Service. And in contrast, this technology evolved out as an amalgam of email capability, web analytics, and the Marketing Resource Management (MRM). With the advent of the internet, marketers were seeking potential ways to reach their customers. The pioneer of this space Eloqua came in 1999 and developed a product, later renowned as automated marketing service in 2003.

Soon, the success of this trend led to the arrival of more players in the market such as Pardot, HubSpot, WhatsNexx etc, and industry started gaining momentum while shifting marketing automation services to cloud platforms.

By 2008, new platforms such as HubSpot, Act-On, ruled the market, and the advent of social media marketing, content management, search engine optimization made marketers incorporating a variety of automation tools.

In the period 2013-2014, the automation industry witnessed a huge growth financially through acquisitions when a giant marketing software company ExactTarget acquired a marketing automation company Pardot for $95.5 million and in turn, salesforce.com spent $2.5 billion to acquire ExactTarget, This is recorded as its largest acquisition ever.

I found people wondering if CRM and marketing automation co-exists. In fact, few consider the later as a subset of the CRM industry which follows one of the marketing laws suggested by Al Ries and Jack Trout. To clarify, CRM is sales focused software while the other is user-centric software that completely focuses on marketing strategy. Where a CRM manages company’s interactions with their customers, a automation software streamlines company’s marketing tasks, and work-flows. However, these two, together, go hands in hand and reinforce company’s insights and efficiencies. A good CRM-marketing automation integration unleashes an opportunity to handle data management and strategies marketing plans.

It can filter relevant data and required fields to standardize tagging and data, and ideal processes. Also, it can run auto-cleaning processes to clean the dumped data in a CRM system. Businesses utilizing automation software have witnessed an incredible growth of 451% in qualified leads and 14.5% in sales productivity as well as 12.2% marketing overhead reduction. We can conclude by saying that the future of marketing completely belongs to Marketing Automation.

Keys to Be Successful in Business Marketing

Business marketing is when a business markets and sells its goods and services to other businesses or organizations. These other organizations may resell these goods and services or use them in their own business to support their operations. Business marketing is often called as industrial marketing or business-to-business (B2B) marketing.

The perfect example of Business to business marketing is the automobile industry. Automobile companies buy various spare parts such as tires, batteries, electronics and door locks which are manufactured independently by other businesses and sold directly to automobile manufacturers to assemble automobiles.

Even the Service industry is also engaged in large number of business to business transactions. For example Companies specializing in housekeeping provide services exclusively to other organizations, rather than individual consumers.

Business-to-customer marketing is when a business markets and sells its goods and services to retail consumers for personal use. While most companies that sell directly to consumers can be referred to as B2C companies. The business-to-consumer as a business model differs significantly from the business-to-business model, which refers to transaction between two or more businesses.

Business market (B2B) vs. Consumer marketing (B2C)

B2C marketing differs from B2B marketing in a number of key ways. A Business market has very few customers as compared to a consumer market which has large numbers of customers. A business market usually sells a customized product where as a consumer market sells a homogenous product. A Business to business transaction is a huge value transaction as purchase quantity is very high where as business to consumer transaction is a small value transaction. Price can be negotiated in business markets where as price is usually fixed in consumer market. Business markets have lengthy and complex selling process with multiple decision makers but in consumer market buying decision are simple and are made by individuals.

Keys to success in Business markets are:

1) Value creation & Customer satisfaction

Business begins with value creation. It is the prime objective of the business to create and deliver value in an efficient manner which will ultimately lead to profits. Value leads to customer satisfaction. Customer experience is an integral part of B2B marketing. The customer experience is the key brand differentiator, even more than the price and product.

2) Social media marketing

Social media marketing is when a company uses social media platforms such as Facebook or Twitter to market its product or services. Social media marketing is one of the best and efficient platforms for marketers. Most social media platforms have built-in data analytics tools which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing including current and potential customers.

3) Mobile marketing

Mobile marketing is a digital marketing strategy whose aim is reaching a target audience on their Smartphone, tablets, and other mobile devices through email, SMS and multimedia messages.

Smartphone usage has increased multiple times during the last few years, app usage has also highly increased. Therefore, mobile marketers have increasingly taken advantage of Smartphone apps as a marketing resource. Marketers aim to optimize the visibility of an app in a store, which will maximize the number of downloads. This practice is called App Store Optimization (ASO).

4) Multimedia Content Marketing

Marketing using Multimedia content attracts more customers. B2B marketers are widely adopting this trend. The primary driver is the desire to make content more engaging, compelling, and shareable than just the traditional modes. The most common forms of visual content include 360-degree videos.

5) Effective Personal selling & Executive Branding

Distribution channel is the path through which the product reaches the final customer. Personal selling is the most preferred form of distribution and promotion used by B2B marketers The sellers promote the product through their attitude, appearance and specialist product knowledge. Executive Branding is when an executive showcases his professional strengths as a way to attract the customers. Executive branding is also known as reputation management. Especially in B2B environments, executive branding is now considered a necessity. Senior management must create and develop their personal brand image to attract new customers.

What Is Digital Marketing and How to Use It

You will have to devote lots of time marketing yourself and earning referrals. Content marketing thus will be more prone towards user-generated, instead of professional, content within the next calendar year. The secret to content marketing is that the content has to be interesting to your audience and will supply value to them.

There are a number of reasons to put money into influencer advertising. It is a way to get past the need to use ads to reach your audience. Though email promotion is highly effective, not all startups can harness the real power of email marketing.

Digital marketing isn’t rocket science. It has no boundaries. Since you may see, digital promotion is a big and complicated topic. Digital Marketing is a huge subject and you cannot turn into a hero in 30 hours! It is a type of marketing technique where the marketing activity is carried out with the help of channels and platforms available on the internet. It uses the internet as a main promotional medium, in addition to traditional TV and radio.

It is one of the fastest growing industries so there is much room for growth and development. It is one of the top 5 growing sectors since the year 2009. In simple terms, it is the promotion of products, services or brands via digital marketing channels. It is much more advanced than the traditional style of marketing because, One has to be very careful in selecting the right strategy to generate reach.

Getting your very own digital advertising and marketing blog is able to help you set yourself apart from others in the business and stand out when you should speak to an influencer or potential employer. The ideal marketing influencers are individuals who speak and reveal themselves in front of individuals.

Your email marketing strategy will vary a lot based on the essence of your small business. Needless to say, there are a number of different reasons your data-driven advertising and marketing strategy could fail in addition to a deficiency of comprehensive tools. It’s simple to separate your digital advertising strategy into various channels like pay per click ads, social networking, search engine optimisation and so forth. A digital marketing and advertising strategy does not necessary demand a detailed analysis, it merely takes a set of objectives and goals which you are seeking to realize. You should develop a content marketing strategy based not just on the info you need to give your clients, but also based on your understanding of what information people are trying to find.

Your digital marketing and advertising strategy might incorporate elements of all 3 channels, all working together to assist you achieve your objective. An intelligent and powerful digital marketing and advertising strategy has many faces. Then you’ll have a fully integrated digital marketing and advertising strategy.

Developing a digital marketing and advertising strategy does not need to be hard work. Based on the scale of your organization, your digital marketing strategy might involve a number of objectives, but coming back to this easy manner of thinking about strategy will be able to help you stay focused on meeting those objectives. It needs to deliver the right content based on their buying stage. A clearly defined digital marketing and advertising strategy encourages existing customers together with new customers to engage and stay loyal.

You need to construct a marketing system which focuses on a group or groups of individuals. The key issue is to develop your promotion system with the most suitable expectations. Fortunately, marketing software has come a very long way in the past few decades, and there are a lot of tools which may help. Ask yourself these questions before you pick any new marketing and advertising tool. You are going to learn how to use the digital instruments and techniques effectively for a prosperous campaign. In other words, it’s because digital instruments and skills have an established capacity to create revenue, and companies wish to harness that power and keep competitive.

Using digital radiography has rapidly increased in recent decades. You could also take advantage of sophisticated email marketing software to run targeted campaigns with an objective of convincing your audience to have a particular action such as signing up for a class, buying your goods, attending an event, or in any case may be. It explains using email marketing, online affiliate marketing, Facebook marketing, and the way to use social networking tools like Twitter, podcasting and blogging.