A
recent research report by the Aberdeen group reveals that key a differentiator in
2013 will be the ability of B2B
marketers to engage in well-targeted, personalized marketing. Of course,
when we speak of well-targeted, personalized marketing, can marketing automation be far behind?
While a considerable number of B2B
marketers do use marketing automation, not all of them pick the marketing automation software that’s
right for them; and m,any don't exploit it to the fullest extent possible. As a result, they lose out on key metrics and features which can make a huge difference.
Does your marketing automation software have it all?
MindMatrix has developed a whitepaper based on the Aberdeen
research that tells you what you need to have in your marketing automation software to succeed in 2013. Some key excerpts from the whitepaper are as below:
Lead source
To market effectively in 2013 you need to know where your leads come from...and adjusting your marketing strategy to match lead flow
Lead management
This year B2B marketers need to excel in lead management. Having good lead management processes in place would also mean having concrete lead scoring, lead segmentation and lead nurturing programs
Smarketing
Sales-marketing alignment or smarketing will play a key role in 2013. Successful B2B marketing would require businesses to close the gap between their sales and marketing processes and align these processes seamlessly.
Social media marketing
Already strong in 2012, social media marketing will see and upward growth trend. This is the time to build your brand and grow your fan following on popular social media channels like Facebook, Twitter and LinkedIn.
Content personalization
2013 is the year of personalization. Customize your product/service offerings and your message about these offerings to suit your audience.
Mobile marketing
With mobile browsing taking over traditional browsing, 2013 will see a lot of businesses adopt mobile-friendly marketing methods. Whether it is optimizing your marketing and sales materials for mobile devices or empowering your sales staff to stay in touch with your prospects using their smart phone, mobile marketing is a differentiator this year.
Lead source
To market effectively in 2013 you need to know where your leads come from...and adjusting your marketing strategy to match lead flow
Lead management
This year B2B marketers need to excel in lead management. Having good lead management processes in place would also mean having concrete lead scoring, lead segmentation and lead nurturing programs
Smarketing
Sales-marketing alignment or smarketing will play a key role in 2013. Successful B2B marketing would require businesses to close the gap between their sales and marketing processes and align these processes seamlessly.
Social media marketing
Already strong in 2012, social media marketing will see and upward growth trend. This is the time to build your brand and grow your fan following on popular social media channels like Facebook, Twitter and LinkedIn.
Content personalization
2013 is the year of personalization. Customize your product/service offerings and your message about these offerings to suit your audience.
Mobile marketing
With mobile browsing taking over traditional browsing, 2013 will see a lot of businesses adopt mobile-friendly marketing methods. Whether it is optimizing your marketing and sales materials for mobile devices or empowering your sales staff to stay in touch with your prospects using their smart phone, mobile marketing is a differentiator this year.
Does your marketing automation software have it all?
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