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Marketing Automation

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Please access all Mad Marketing TV Video Episodes and Blog content at: http://blog.actonsoftware.com/category/mad-marketing-tv/

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Join guest host Jeff Ogden and special guest Thor Johnson, demand generation pioneer and experienced marketing executive, as they discuss the fundamentals of marketing automation, including:

  1. Getting started with marketing automation
  2. How to keep it simple
  3. What to do prior to buying marketing automation
  4. Demand generation common sense

As the former CMO of Eloqua, Thor Johnson has watched the birth and growth of marketing automation. Thor shares his insights on the state of marketing automation and demand generation today. Marketing automation is not just for high tech companies any longer so regardless of the type of company you are – Thor goes through step-b-step how to get started. He also explains what you need to do before you buy marketing automation to ensure results and success.

To learn more about our special guest Thor Johnson as well as the Team Thor Marketing, visit his website and follow him on Twitter.

Don’t forget to join us for our next episode when we discuss the truth about leads with Dan McDade. Also, look out for special “After Party” footage from this interview with Thor Johnson.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

Guest host Jeff Ogden and special guest Doug Kessler, Co-founder and Creative Director of London based B2B content marketing agency Velocity Partners, continue their discussion on: 

  • Doug Kessler’s eBook, The B2B Marketing Manifesto
  • Examples of innovative content
  • Kessler’s take on what’s happening in the B2B marketing marketplace
  • The increased adoption of marketing automation in the UK

Join Jeff and Doug as they discuss Doug’s book as well as examples of innovative content. Doug provides a specific case study that illustrates innovative content in action and how it’s used for psychographic targeting. Doug also shares his insights on B2B marketing today, both in general and in the UK specifically. Marketing automation has experienced a slow adoption curve in the UK and Doug sees this changing now.

View Jeff’s interview with Doug in it’s entirety in Mad Marketing TV Episode 11.To hear more from our special guest Doug Kessler, visit his website or follow him on Twitter.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

We all want the same thing from marketing regardless of the approach we take – content – social – digital – traditional – conversational –  WE WANT SALES!

The Common Communication Challenge

I still shudder and wake up with a hot sweat from my sleep sometimes when I see companies miss massive market opportunities to maximize their potential. I suppose that’s the sales and marketer in me. Constantly thinking, constantly reading, constantly listening, wanting to share, wanting to sell.

You see – my background is working in digital markets and as all digital marketers know – people do not consume media in silos. That means that organizations should not approach their marketing in silos. This is a common challenge STILL facing organizations in the US and the UK.

Below are a few ideas and tips on how we can address that:

Embed Marketing Across Your Organization

In today’s competitive B2B market, the alignment of sales and marketing has never been more crucial. What’s more, the alignment of marketing across all discipline in your organization is now a necessity in order to achieve maximum ROMI – return on marketing investment.

It’s not just about aligning marketing with various internal department, it’s about aligning strategies and sharing information across all external marketing channels ranging from social media to email. It’s about building a marketing organization that involves everyone from the front desk to the CEO. How we structure our marketing organizations and communicate internally in 2012 has a massive impact on how effectively we can communicate with our prospects and measure marketing success.

There are many ways that marketing can be further built into your organization and its success measured more effectively. Marketing has a vital role to play across all areas of your organization. In a forward thinking company marketing should be at the center of all activity across all areas of the organization.

For me, marketing should be driving strategy, leading sales and fostering a culture of team selling across all your business functions.

To read more about this visual the full article is here.

Getting maximum value from this is not something that happens overnight – it requires leadership & organizational change.

Your Marketing Strategy is Your Communication Strategy

It’s all about COMMUNICATION. It always has been. Utilize every marketing channel and technique you have in 2012 to reach your client in the most relevant way. Here is just one of my ideas;

C – Produce quality Content
O – Ensure this content is Optimized for delivery across all your marketing channels
M – Then choose the right Media channel mix that fits your audience
M – Make sure you plan and set success (hard or soft) Metrics
U
Reach out to Universal audiences – influencers and connectors
N
And engage with your Niche audiences through emerging channels such as social
I –  I
nteract with your audience in various circles (you have heard of Google+ right?)
C
Don’t be afraid to be Conversational
A – But always be Accountable
T – Build Trust and rapport with your audience
I Inspire them
O – Show them new Opportunities
N – And win more New business

The success of your marketing depends upon how creatively you can communicate.

I hope you have found this post to be useful. I welcome your feedback and ideas.

-Andy Betts

To learn more from our special guest blogger Andy Betts, follow him on Twitter, or connect with him on LinkedIn.

Join guest host Jeff Ogden and special guest Andy Betts, marketing evangelist, consultant, writer, conference specialist and Strategy & Marketing Director, as they discuss marketing in the UK:

• Attitudes Towards Marketing in the UK
• Marketing DNA & Organization Attribution
• Content & Collaboration – How to Move from Silo Based Marketing Approaches

Join Jeff and Andy as they discuss marketing in the UK vs. the US, and the key differences between the two. Andy delves into attitudes towards marketing in UK as well as the level of marketing sophistication that is unique to each. Andy explains his work in marketing DNA and organizational attribution and how that provides the framework for expanding marketing strategy components throughout the organization, and allows for revenue responsibility and recognition. Andy also digs into the value of quality content and how that starts with your marketing organizational structure. Andy ends with his tips for building a successful marketing organization moving into 2012.

To see the slides presented in this episode, please click. To hear more from our special guest Andy Betts, follow him on Twitter, or connect with him on LinkedIn.

Don’t forget to join us for our next episode when we discuss leaping out of the content ocean with Doug Kessler. Also, look out for special “After Party” footage from this interview with Andy Betts, as well as a special guest post from him.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

Guest host Jeff Ogden and special guest M.H. (Mac) McIntosh, B2B lead generation and marketing automation expert, continue their discussion on how to create and use offers in this MadMarketing TV “After Party.

Listen in as Jeff and Mac continue their conversation on 2012 and what’s happening in the world of marketing. Mac presents his view on what’s changed for marketers and what companies will be concentrating on in the way of lead generation in the year ahead. Prospects are making buying decisions before they even make contact with a company and creating their short list before they engage. This shift puts companies in a position where they are no longer in control. Jeff and Mac also delve into the role of marketing automation and how it is now allowing even the little guy to have access to the same tools and resources as the enterprise.

View Jeff’s interview with Mac in it’s entirety in MadMarketing TV Episode 8. To learn more about our special guest Mac McIntosh, visit his website, follow him on Twitter, or send an email to mcintosh@acquireb2b.com

MadMarketingTV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

Guest host Jeff Ogden with special guest and marketing expert Steve Gershik continue their conversation on Lead Nurturing and Scoring in this MadMarketing TV “After Party” special.

Listen in as Jeff and Steve continue their conversation on the trends in demand generation marketing and marketing automation. Steve shares his prediction on the ways in which marketers will employ the technology at their disposal, and discusses a skills development tipping point where marketers will begin to see these skills as indispensible. With social media empowering buyers to own the buying process – what is the role of sales and marketing in this new reality?

View Jeff’s interview with Steve Gershik in it’s entirety in MadMarketing TV Episode 5. To learn more about our special guest Steve Gershik, visit his website, read his blog, and follow him on Twitter.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.