February 25, 2013
I 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:
February 20, 2013
Note: This is a guest post by Ashley Verrill.
Once upon a time, marketers just played the quantities game. Pay for the biggest audience you can afford – whether that’s a billboard, newspaper advertisement, radio or otherwise – and trust that increased sales after the fact resulted from that investment. Well, times have changed. Today’s marketer can target prospects to an increasingly granular degree and measure return on spend to the cent.
But this ability raises another issue. With so many options available, it’s difficult to know where to prioritize your spend. Which channels move your ideal customer down the sales funnel fastest? Which content produces the highest quality lead, and does it matter where we measure this success in the customer journey?
Marketing automation solutions reviewer, Software Advice, created this video guide recently to help guide businesses along this uncertain terrain. Analytics expert Laura Patterson describes step by step how to create an attribution model. This method maps channels and content along your customer journey, then identifies those with the highest rate of success for moving contacts to conversion.
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About Ashley Verrill
Ashley Verrill is a market analyst that writes for theSoftware Advice. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. She is a University of Texas graduate with a bachelor’s degree in journalism.
February 19, 2013
After getting your first content marketing pieces out there, the question usually revolves around “what’s next?”. Startups who are strapped for cash and resources want to know if they should go wide, trying to reach more industries or segments, or if they should narrow their focus and create additional content materials to go deeper into the segment they have already started to work with. In established companies the question is similar, but it often is a question of where to focus their resources to get the best results.
When asked about the narrow vs wide focus in content marketing, my first question is always “what is your goal?”. Do you want to generate leads to the top of the funnel or do you need to close deals that are being worked on right now? Do you need to test whether your message is on target (based on your buyer personas) or do you need to get prospects through the marketing funnel and further qualify them?
These are simple, but important questions. I’ve seen lengthy discussions arise because the marketing team is not in sync. Some want to go after additional industries so that the message can be spread out and the company name (or product) can become known elsewhere. Others don’t want to “abandon” leads they have already generated and argue for more nurturing campaigns with content that will guide those leads down to eventually close a sale.
So how do you solve this? I believe it is a matter of understanding a few important things before making a decision, such as:
- How long is your sales cycle?
- Who are the decision makers and all the personas involved?
- What content has already been created?
- Which content pieces were successful in the past and why?
- What is the profile of your ideal customer?
Number 5, although the last one, is typically the first thing your company should know. This sounds obvious but for startups it might take them a while until they figure out who exactly is their ideal customer, which can change from the day they set out to actually sell the product until they close their first few deals.
If you have a relatively short sales cycle, then developing content focused on driving leads down the marketing funnel to help close deals might be the best bet. If, on the other hand, you don’t expect deals to close within the next 6 months, then you can afford to verge off track for a bit and create content for other industries/personas/segments and come back later with additional content for existing leads.
Whatever your decision, make sure you understand what and why you are doing it and have some metrics in place to tell you what is working and why.