How-To Guide: Driving Value with Marketing Automation

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How-To Guide

Driving Value with Marketing
Automation
By David Raab, CEO at Raab Associates
January 2014

EXECUTIVE SUMMARY

B2B marketers have enthusiastically adopted marketing automation,
with industry revenue growing at 50% per year according to Raab
Associates estimates. The reason for this adoption is simple: marketing
automation works. Users consistently report growth in quantity and
quality of leads, in lead acceptance rates, and in marketing revenue
contribution. Recent acquisitions by major software vendors including
Oracle, Salesforce.com, Microsoft and Adobe further confirm that
marketing automation is becoming a standard part of every company’s
technology foundation.

© 2014 Demand Metric Research Corporation. All Rights Reserved.

How-To Guide
Yet all is not well. Despite generally positive results, many marketing
automation users are not getting the greatest possible value from their
systems. While nearly everyone uses marketing automation to send
emails, many are still not running multi-step nurture campaigns or
using lead scoring to determine which leads are sales-ready. Fewer still
use more advanced features such as social media publishing, attribution
analysis, and marketing planning. These advanced features multiply the
value received from a marketing automation implementation. Without
them, marketers could just as well replace their systems with lower cost
email-only solutions – a decision that would save money in the short
run, but ultimately leave marketers without access to the new
opportunities that marketing automation creates.
Marketers cite many reasons for not fully implementing their systems.
The most common obstacles include limited budgets, lack of staff skills,
poor data, and a shortage of content. But, ultimately, most of these
reasons reflect decisions made by marketing departments about how
they’ll allocate existing resources and how effectively they can prove the
value of increased marketing budgets. In other words, most marketing
departments could do more with their systems if they chose to make that
a priority. Given the proven benefits of advanced marketing
automation, such a choice makes sense.
But simply deciding you want to make better use of your marketing
automation doesn’t end the discussion; it just raises the much more
difficult question of how. The rest of this How-To Guide will provide
you with some answers.

To read the rest of this How-to Guide, become a Demand Metric member today!

© 2014 Demand Metric Research Corporation. All Rights Reserved.

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Dive into the world of sales excellence with 'A Day in the Life of a Salesman/Woman.' This presentation offers insights into the daily routines and strategies of dedicated sales professionals, covering everything from strategic planning to closing deals. Explore key insights and practical tips for navigating the modern marketplace while celebrating the passion and purpose of those who drive the business forward.

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A DAY IN THE LIFE OF A SALESMAN / WOMAN

A DAY IN THE LIFE OF A SALESMAN / WOMAN

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How to Get Started in Social Media for Art League City

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Organizational Transformation Lead with Culture

Organizational Transformation Lead with Culture

Organizational Transformation Lead with Culture

B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx

B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx

B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx

priyanshujha201

Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

Insurers' journeys to build a mastery in the IoT usage

Insurers' journeys to build a mastery in the IoT usage

Insurers' journeys to build a mastery in the IoT usage

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Falcon Invoice Discounting: The best investment platform in india for investors

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A DAY IN THE LIFE OF A SALESMAN / WOMAN

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How to Get Started in Social Media for Art League City

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Insurers' journeys to build a mastery in the IoT usage

Insurers' journeys to build a mastery in the IoT usage

Insurers' journeys to build a mastery in the IoT usage

How-To Guide: Driving Value with Marketing Automation

1. How-To Guide Driving Value with Marketing Automation By David Raab, CEO at Raab Associates January 2014 EXECUTIVE SUMMARY B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation. © 2014 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide Yet all is not well. Despite generally positive results, many marketing automation users are not getting the greatest possible value from their systems. While nearly everyone uses marketing automation to send emails, many are still not running multi-step nurture campaigns or using lead scoring to determine which leads are sales-ready. Fewer still use more advanced features such as social media publishing, attribution analysis, and marketing planning. These advanced features multiply the value received from a marketing automation implementation. Without them, marketers could just as well replace their systems with lower cost email-only solutions – a decision that would save money in the short run, but ultimately leave marketers without access to the new opportunities that marketing automation creates. Marketers cite many reasons for not fully implementing their systems. The most common obstacles include limited budgets, lack of staff skills, poor data, and a shortage of content. But, ultimately, most of these reasons reflect decisions made by marketing departments about how they’ll allocate existing resources and how effectively they can prove the value of increased marketing budgets. In other words, most marketing departments could do more with their systems if they chose to make that a priority. Given the proven benefits of advanced marketing automation, such a choice makes sense. But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. The rest of this How-To Guide will provide you with some answers. To read the rest of this How-to Guide, become a Demand Metric member today! © 2014 Demand Metric Research Corporation. All Rights Reserved.