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How do I manipulate a large number of moving platforms?

Are my marketing automation hopes too high?

  • I've got a vision for what I'd like marketing automation to do, or rather, what I think it should do. I just want to ask - to those that have used various marketing automation platforms, do they automate email marketing in the way I'm envisioning? Second, which platform is the best for accomplishing what I need to do? Here's the vision... We're going to start tagging all of our content (ebooks, webinar recordings, videos, blog posts) with a content taxonomy. That content taxonomy will allow us to track a number of different dimensions about each of our pieces, including the industry it was meant for, the format of the piece (blog post, ebook, etc.), the topic and most importantly, the stage of the customer lifecycle it was written for. We also intend to start tracking a number of dimensions about our leads when they enter their information in exchange for our content, including what industry they're in, what the topic is they've expressed interest in, what format of content they've downloaded and, again, the stage of the customer lifecycle. I want to build a system that captures the user's data and puts them into a drip campaign to send them additional content. The drip campaign would automatically narrow down the content that's relevant to them, starting with their stage in the customer lifecycle, then looking at their industry, the topic they've shown interest in and what format of content they've shown a preference for. If those filters narrow the content choices down to, say, 5 pieces, I'd like those 5 pieces to be delivered in the order of the piece that has historical conversion rate, to the lowest. In this case, a "conversion" is moving the customer from one stage of the lifecycle to the next, not a purchase. So, when someone downloads a piece of content, they'll automatically be delivered more content based on their customer lifecycle stage and the preferences they've expressed. Can marketing automation do that? Which marketing automation platform would be the best to execute it? And (bonus question) are there any real-time marketing platforms that could execute the same thing on our website by serving up content dynamically? Thanks Marketing Geniuses!

  • Answer:

    Have you considered SimplyCast? The platform should accomdate most of your requirements without breaking the bank. Here is no login required demo http://app.simplycast.com/?q=crossmarketer%2Fdemo , try building you work flows and let me know your thoughts.

Saeed El-Darahali at Quora Visit the source

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Sounds like you need to try out Hubspot (http://www.hubspot.com) Azizul http://about.me/azizul.yusof

Azizul Yusof

One of the biggest hurdles I’ve seen with automating this type of scenario is access to up-to-date data that is scattered across your ecosystem in different formats. Especially when you’re looking to automate your interactions based on user events such as conversion, it’s a real pain to take time to manually query, upload, analyze, etc. – because then you can’t guarantee that your messages are timely or that they are even based on a user’s most recent actions. Are these the same types of challenges you're running into?   My company, CommandIQ, has built a solution that might meet your needs. We can aggregate any data, from any of your systems, in real-time – whether it be content taxonomies, lead profiles, conversion data or some other behavioral data. Through the simple interface you can segment your users and build multi-step, cross-channel logic from any data you’ve sent us, then automatically trigger each interaction through your existing delivery providers. I’m happy to share more information if you’re still searching.

Ann Breckenkamp

Marketing automation can definitely do those requests. If you are willing to implement a new marketing automation system, there are many questions you should ask yourself before choosing the right one. As a beginning, I will recommend to narrow your requests to more abstract tasks. Few questions you should ask yourself; -Budget -Company size, amount of potential target leads ( database) -Real time solution? ( not all of solutions can provide it). I started using Marketo, HubSpot seem to be much more friendly but my decision was based on specific requirements which I needed and HubSpot couldn't deliver it.

Hadar Eisenstein

Erik Tavenner

Your hopes definitely aren't too high. As someone that analyzes and monitors the entire marketing technology industry, I can tell you there are a number of products that can achieve this.  For example, if I were to do this using Greenrope (http://www.greenrope.com/), here's how I'd approach it: 1. Create a landing page with a signup form. Populate the signup form with any user-defined fields you would like to collect. 2. Establish a workflow - associated with the filling out of that signup form. When someone fills out the signup form, it will trigger a workflow that can assign tags, and user-defined fields. 3. They receive the piece of content in their inbox via a drip campaign, auto-responder, personal email or SMS link. 4. Contact is put into a drip campaign. Using links, the recipient can be placed into different campaigns and receive alternate relevant content depending on their behavior within the drip campaign (Clicks, reads, etc) 5. Clicking on links, downloading content pieces can trigger conversions 6. The process continues for as long as you like depending on the recipients behaviors. A lot of the marketing automation platforms (MAPs) out there than can achieve similar results come with big-ticket prices, but I chose Greenrope as an example of a solution that could do the same within a more achievable budget.

Stewart Rogers

No, your marketing automation hopes are not too high. All of this is very possible. You want to do is segment your email lists by buyer stage and buyer persona. So if you haven’t already, create buyer personas and map out your customers’ buying process. Then you need a tool that lets you target exact the right customer with right content, i.e send this email to someone who viewed this blog post, downloaded this ebook, but did NOT do this. This is pretty easy to do in http://Autosend.io, especially with our WordPress plugin.There are also a few hacks you can, this post goes over a few:  http://blog.autopilothq.com/marketing-automation-hacks/

Ashli Do

Arguably, 2015 is the year of marketing automation and it is also time that email automation moves beyond 'event based' triggers and 'behavioural' emails. Such expectation is only the next logical step towards true automation. It is time to use data and content to personalise each and every interaction that marketers have with their customers. You may want to look at our product http://minematic.com. We have been working with many ecommerce businesses but our solution can take care of any business that is based on interaction between content and customers.

Rishi Gupta

Marketing automation is huge and it can certainly do what you described. Here you'll find a complete report about B2B Marketing Automation Platforms (2015): http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/images/MIR_1303_MarketAuto.pdf Here is a list of 50 vendors with their main features: http://www.ngdata.com/top-marketing-automation-software-tools/ There are companies like http://infusion-4.com that, depending on your profile, can help you obtain sales qualified leads based on the MSP Marketing Funnel to accelerate top line growth, with a 360 marketing automation perspective. Also remember that personalization is a game changer here. A https://advertising.yahoo.com/Insights/BALANCING-ACT.html. The more engaged a prospect, lead and customer is, the better, from a conversions point of view. Now you can use your lead's data to create highly personalized messages using almost any maketing automation software (which usually depends on your budget, needs/pains, industry and type of company). One of the types of content with the best ROI is video. When video joins forces with personalization you can get incredible results. https://sezion.com/features#personalized-marketing-videos are unique videos tailored for and from specific audiences, content or occasions. They are created on the cloud in real-time based on customer data or any other content feed. Here are some ideas about how you can use personalized videos within your marketing automation strategy: For webinar promotion: send highly enganging personalized videos to your new leads reminding them about the webinar; keep them engaged with the subject. Example: During the sales process. For example, let's say you capture leads from a landing page. When the new lead fills out the webform, you would usually launch an automated email marketing campaign. Well, during that process we usually automatically create a pesonalized video like this one https://www.youtube.com/watch?v=NNe9aBCF-1U, which prepares the new lead for our future talk on the demo & consultation day. It makes it super easy, since they already come with their questions and have a better concepto of what our company does. We do this with our own solution, Sezion (http://go.sezion.com/increase-lead-conversions-with-personalized-videos/), which helos you automatically create personalized videos for every customer/lead/prospect. Personalized Marketing is here to stay and is, literately, taking over the world. The way to scale it and execute it is with marketing automation softwares (or by using tools like Zapier, http://zapier.com). The ability to reach different consumers with different creative messages, to communicate with them on a scalable way… that makes the difference.

Josías De La Espada

What you propose sounds possible, but it also sounds like a lot of data to manage and keep up to date. If you're just getting started with marketing automation, here are my suggestions; • start on a small scale and learn how to make your idea work, only expand it once you have failed and succeeded again. • work with someone or a firm who is/are experienced in inbound marketing, because you will get better results  skillfully using more than the automation piece. • Try a free trial for a month, roll out a test, really experience it on a micro scale • Look into HubSpot (we use it, love it) or Marketo

Monica Bussolati

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