Measuring the contribution to revenue of a given marketing activity is considered by many to be the holy grail of marketing. Marketing automation software enables us to move ever closer to this ideal with a feature known as attribution. It…
Marketing automation is more than a buzzword – it’s changing the way marketers and customers relate to one another. Combining big data with rich content and a delivery system that reaches the right audience at the right time is a…
Traditionally, marketing has been more art than science. A successful campaign could not be easily reproduced. Marketing activities could not necessarily yield predictable business results, and marketing processes did not scale with your business.
Businesses and consumers are smart to question the staying power of a new technology before investing. Is it a transitory fad, a niche product for a particular segment, or does it have broad appeal and long term value? Think of…
I’ve used Datanyze as an indicator of market share and customer retention among software companies in the marketing automation sector. However, before readers draw too many conclusions, a few caveats about the data are in order. First, Datanyze tracks over…
Your customers have clear preferences, but they don’t always tell you about them. To discover those preferences, you need to test. Everything from email subject lines to the phrasing on your landing pages affects how your leads react; testing lets…
You’ve all heard of marketing automation. It’s what we call that class of software that helps marketers nurture and quantify leads. But the term marketing automation does not do justice to the software it’s named for. Tracking visitors, sending emails,…
The old method of marketing has become obsolete. With the advent of the Internet, customer interactions and buy signals are sent to you at the speed of light. This has necessitated an autonomous marketing system that can respond in real…
A single email message can be powerful, but additional messages that go out in response to actions your prospect takes are even more effective at eliciting a response. Triggered email only goes out when an event makes it happen. You…
