For additional tips and tricks to avoid wasteful meetings and ensure you make the most out of meeting time, check out a book I wrote on “Running Effective Marketing Meetings“.
Make Your Meetings Work for You
October 22, 2015A Brief History of Marketing
February 25, 2013I was made aware of the new infographic “The Evolution of Marketing Automation” by Jaclyn from BlueGlass, the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation.
Although interesting, I am not sure the infographic format is the best way to visualize this information. First, there is a lot of text, a lot of data, and you have to scroll through infinity to reach the end. My recommendation would be for them to transform this into a nice SlideShare presentation.
Also, the infographic seems to focus more on the evolution of marketing channels rather than the evolution of marketing automation per se. It completely ignores the rise of Fax machines, for example, which were used for B2B outbound marketing until email came along (and also until the Junk Fax Prevention Act was passed in 2005). Other important marketing channels like direct mail, and the once-popular online banner ads of the 90’s are strangely not mentioned.
So for someone who is publishing content with the title of evolution of marketing automation, they are surely missing out on a LOT of stuff that happened before in marketing history. Sure, I get it that they want to focus on the ‘old’ broadcast systems to contrast with the ‘new’ marketing tools (email, social media, marketing automation), but by leaving them out makes the “Evolution of Marketing Automation” topic a bit of a mismatch with the content.
Maybe a good source of comparison is another infographic titled “The History of Marketing“, published by HubSpot about a year ago. HubSpot’s version is also brief (the point of any infographic, sure) but doesn’t overlook key events in marketing history. Another marketing automation vendor, Eloqua, also published an infographic about the same time as HubSpot titled “A History of Disruptive Innovations in Marketing” which focused mostly on the technology advances. Heck, even the simplistic “History of Marketing Channels” infographic from Visual Loop published back in 2010 had more meat.
Maybe I am being too picky. What do you think?
P.S.: for those interested in more information about the evolution of marketing and marketing through history, check out the following links:
- A Brief History of Marketing (Advertising Age)
- The Reality of Mad Men (Hartman Center for Sales, Advertising, and Marketing History)
- The History of Marketing Theory and Practice (Chapter from Marketing: A Critical Text Book)
- A Brief History of Content Marketing (I might as well have a link to my eBook)
- The History of Content Marketing (CMI)
Marketing Events You Can’t Miss
July 21, 2011It seems Marketo has a nicer way of presenting Marketing Conferences. I did a post back in February listing upcoming marketing events but I have to agree a nice graphic is so much better!
Check out below.
Content Marketing eBook and Infographics
June 23, 2011A Content Marketing eBook
Content Marketing is all the rave, that’s part of what drove me to do some research on the history of content marketing and publish this free eBook, A Brief History of Content Marketing. I was curious to see how marketers of the past have used content marketing strategies to attract and engage customers before the Internet Age.
The result was a fun project, and many findings. Who would have thought giving away free recipe books could save a company? Or that Microsoft (of all companies) was the first of Fortune 500 corporations to have a corporate blog?
Download the eBook and let me know what you think.
The Rise of Marketing Infographics
Also interesting to me was the amount of Infographics, especially ones related to marketing, that I came across during my research and that have been released just now. Here are some great Content Marketing Infographics you may enjoy.
- Content Marketing vs. Traditional Advertising, from Marketo
- The Content Grid v2, from Eloqua
- The Problem with Content Marketing, from Junta42
- Content Marketing by the Numbers, dlvr.it
- Appetite for Content, by Base One
- The Content Grid v1, Eloqua
Did I miss a great Content Marketing Infographic? Let me know!
Marketing Automation Catching On Fire
February 16, 2011According to the recent report by Marketing Sherpa, “CMO Perspectives on B2B Marketing Automation” (offered for FREE by Marketo until March 1st), “the majority of CMOs have either implemented, are in the process of implementation, or are at least considering implementation of marketing automation software“.
34%: Our marketing automation software is partially implemented
19%: Our marketing automation software is fully implemented
17%: We have not began implementation but plan to
30%: We have not began implementation and don’t plan to
This is probably good news for the vendors, which are competing in an increasingly crowded market. Some have even suggested that marketing automation market is floundering, but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments.
A Marketing Automation Timeline
So let’s take a look at the marketing automation companies in play today (mostly US based in this case) and when they were founded. Interesting to note that the majority of the players only came to existence not even 5 years ago. This nascent industry still has lots of growth to do.
You may spot some companies that were not considered to be “marketing automation” players just a year or so ago. That points to the evolving nature of the market, and the key functions of lead nurturing, scoring, and automated triggers becoming part of email marketing and other marketing solutions. Marketing Automation Software Guide published a B2B Marketing Automation market map that shows a few other players I ignored for the timeline above, like SAP and Oracle because although they do have marketing automation capabilities it is not their core business (and I don’t agree with tagging Salesforce.com as a marketing automation solution).
Investment in Marketing Automation
Another interesting factor to consider in the marketing automation industry and why it seems to be catching on fire is the money that is flowing towards some of the key players. Just a few marketing automation companies have already raised over $170 million dollars combined. Whether they will all be around a couple years from now is still to be seen, but it does make for a highly competitive environment. With cash to burn, these companies are focusing on growing the customer base first, with hopes that revenue will follow.
The marketing automation infographic above (click to enlarge) shows the top players in the MA space that have raised over $1 million dollars. Also interesting to note that if you break down the fundraising of each of the above vendors into a timeline (like I did below), most of the investment has been made in the past couple years.
You may have to click to enlarge the funding timeline infographic above.
Note: I used publicly available data and wasn’t able to find Eloqua’s Series A, so I deducted based on valuation of their second round.
The Marketing Automation Market
The Marketing Automation market is at an interesting stage. Companies are fighting for customers, trying to educate the market, and we may be seeing the beginnings of consolidation. Based on the investment figures above it seems is catching on fire, but at the same time there’s fierce rivalry and still a lot of room to improve… what will happen? I don’t know but it promises to be really interesting!
What do you think ?
P.S. Let me know if I missed any MA company in the graphics above or if I got incorrect data. I’d be happy to fix the infographics for benefit of everyone.