Ultimate Marketing Automation Statistics and More Marketing Automation News

The term "marketing automation" is very much in vogue today among marketers the world over. More marketers than ever before are implementing marketing automation to maximize the value of their data, improve engagements, and effectively measure effectiveness. 

So with that I give you this week's Friday Five: Marketing Automation. 

The Ultimate Marketing Automation statistics overview

The field of Marketing Automation is growing at an astonishing rate. Looking for insight into the current state of Marketing Automation, the market and statistics on adoption and use, I compiled a list of all (useful) available statistics.

Read the full story on emailmonday.

3 Trending Advancements in Marketing Automation

I’m sure you’ve heard the term “marketing automation” before. In today’s business world, it’s a buzzword that has been dissected and analyzed hundreds of times. And for good reason, too. According to a Forrester report, 58% of all top performing companies use marketing automation softwares to aid their marketing efforts.

Read the full story on Social Media Explorer. 

Out With the Old Email Marketing and In With the New Marketing Automation

Sending an email blast to your entire database, failing to target your audience, or emailing without permission are just a few examples of email marketing tactics that are not only dated but also unwanted, and likely to get your company blacklisted.

Read the full story on Business 2 Community. 

The seven deadly sins of mobile marketing automation

Mobile is the most transformative shift in marketing ever — a spiritual sea change that has savvy marketers singing hallelujah in praise of its tremendous potential to drive revenue. Our recent webinar, “Mobile marketing fails,” draws from new, data-rich reports from VentureBeat Insight, plus vital learnings from Marissa Tarleton, CMO of RetailMeNot, and VentureBeat director of technology Stewart Rogers.

Read the full story on Venture Beat.

Analysis: The Force is Not Strong in Star Wars' Marketing Automation System

With its record breaking opening [a few weeks ago], it seems like the whole world has seen the new Star Wars movie. But don't worry, this post will not include any movie spoilers. And while it might seem like a lazy blog post that connects Star Wars to marketing automation, this is actually about a real example. Not from the Star Wars universe, but from the marketing department themselves.

Read the full story on the Modern Marketing Blog. 

As I mentioned earlier, more marketers than ever before are implementing marketing automation. Fortunately for them and for you, we took the guesswork out of marketing automation. Download Marketing Automation Simplified, which offers an introduction to the 5 Tenets of Modern Marketing, and breaks down the tips marketers need to automate and optimize.

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Why Marketing Belongs in the Boardroom

Credibility in the boardroom is measured in hard numbers. For marketers, earning a spot alongside the CEO and CFO comes down to being able to demonstrate how they add value to the business in terms that decision-makers can easily understand.

The above was culled directly from a new research paper produced by Econsultancy in partnership with Oracle Marketing Cloud: Marketers in the Boardroom. The aim of the research was to explore the role of marketing on the board. Given the fact that we are a time where business is more data-driven than ever, the need for marketers to help their fellow business leaders put the customer at the center of the business to deliver sustainable, long-term growth that satisfies every stakeholder is vital. 

The bottom line is always the bottom line so the first step for CMOs and marketers is to gain credibility for the positive impact that marketing activities have on sales, financial performance and the customer experience because concrete figures are the currency of boardroom decision-making and CMOs must be able to clearly discuss what they do in terms of its financial and strategic impact to play an active role in key decision-making.

A Global Phenomenon 

Bringing marketers to the board is largely a global phenomenon with both European and North American companies seeing marketers making inroads at the top level. However the rest of world picture is a little more fragmented.
In Australia, for example a brief survey of the top 10 companies as ranked by Business Insider, marketing experience is making it to both board of directors and executive leadership levels, however, very rarely is this in the form of a single marketing director or CMO. Typically it involves someone with a management consulting background who has overseen marketing strategy.

 

But make no mistake about it, CMOs/marketers deserve to be on the board, for as Pete Markey, CMO, The Post Office (UK) says, it's all about who knows the customer better? "What gives marketers huge authority is their ownership of the customer. From the insight and analytics perspective – what trends are they buying, the context of marketing’s opportunity and responsibility to bring thing to the table that other parts of the business can’t access."

Randall Rozin, Global Director, Brand Management and Digital Marketing, Dow Corning says he thinks of marketing as a GPS for the organization. "Taking readings from the market, triangulating customer needs and translating that into the insights that focus the sales forces and help a company focus externally, squarely on the customer and the market. This is needed at board level to counter a traditionally inside-out focus.”

Download Marketers in the Boardroom to learn how a marketer can get a seat on the board, how marketing and the board can live in harmony and a whole lot more. 

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How To Achieve Email Deliverability That Really Delivers

Let's face it. You can create the most super and duper email marketing campaign. From the cool design to the poetic prose to the enticing offer. But if your super and duper email campaign never gets to its intended target it is essentially the epitome of "all dressed up with no place to go."

But getting to an in box is only half the battle.

In today’s world, where an estimated 216.6 million Americans are email users, which represents nearly 89 percent of total internet users, it’s not enough to simply hit the inbox to run a successful email program. Your recipients have to interact with your messages—they have to open and click around. Today’s reality demands that you center your marketing around the customer by orchestrating messages that are relevant to each individual’s preferences and behavior. 

That's why we're thrilled to announce the release of the Email Deliverability Guide For Modern Marketers – 2016, courtesy of the world-class Oracle Marketing Cloud Deliverability Team.

The guide covers the latest intelligence related to email deliverability best practices, the changing ISP landscape, international regulations, and deliverability strategy. There’s also a handy global list at the end because, in case you didn't know - and you really should, the rules for email deliverability can vary greatly by country. 

So, if you're a marketer who uses email marketing as part of your overall cross-channel marketing strategy, it would be wise to download the Email Deliverability Guide For Modern Marketers – 2016.

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Content: Not Another Channel

Content this, content that. Content marketing, content strategy. Everyone's talking content, all the time.

The question being most frequently asked is: who's responsible for all this content. Is it communications? PR? Social media? Marketing in general? 

The honest answer to all those questions is yes. All these divisions (and more) play a role in content marketing and in content strategy. 

Too many marketers, and the organizations they represent, mistakenly view content as a channel. Like social media, email, search, media, or direct marketing, they want content to be departmentalized, siloed, circumscribed, and cleanly defined.

Content does indeed require an enormous amount of domain expertise.  A content strategy is required to set goals for content marketing initiatives, and to define how those goals will be measured. Editors and project managers work to build governance around those goals and define how content will be created, approved, distributed, find an audience, be measured, optimized, conform to checks and guidelines (e.g. legal and brand). Within this paradigm areas of hyper-specialization might exist: web and app developers, writers, graphic designers, photographers, videographers, editors, legal – the list can go on nearly ad infinitum.

And that's not to mention the involvement of the aforementioned channels: search, email, media, and social media are just the beginning. All of these require content to function. 

Email is a container for content. Search optimizes content. In advertising, content masquerades as "creative" (because it's more expensive), but at the end of the day, that's just a gussied-up word that means content. Social platforms and websites would be dismal destinations indeed were they not continually refreshed with content. 

Essentially, content is the lifeblood of digital and offline channels, but content itself is not a channel.

Still, marketers have difficulties seeing past channels, which is why content struggles to gain a foothold across the enterprise. Like converged media, content requires players throughout the marketing department and indeed, across the organization, to collaborate and to align. 

Precious few content initiatives these days happen without paid media, for example. Whether social promotion or ads that drive audiences to content executions, media and by extension, advertising, are integral to content campaigns. Yet content and advertising are still viewed by the overwhelming number of companies (with notable exceptions, such as Intel) as very different divisions, the Mars and Venus of marketing.

Search teams, email teams, more often than not look to disparate sources for content, leading to inconsistencies in voice, tone, look and feel. If content (and brand) aren't aligned across a panoply of paid, owned and earned media channels (that become more numerous each month), they risk consumers not recognizing the brand, voice, message or product as they flit across media, channels, screens and devices.

A text, and email message and a banner ad have little in common, other than the fact that all are, in the end, content delivery systems.

Here's where organizations will be challenged in the coming months and years. They will go out and build content teams. In fact, they already are. We’re seeing hiring move up gradually from manager/director level roles to VP-and-higher job descriptions with "content" or "editor" in the title.

But those roles can't be siloed off. They can and must be defined as being on par with, equal to, and collaborative with all the channel-centric marketing initiatives the enterprise undertakes. 

That can only happen with this one big step forward, more of a mindset challenge than we’d collectively realized when embarking on this content journey. 

Content is not a channel.

To start thinking about your own company's content efforts as a broad initiative that crosses all channels, download the Modern Marketing Essentials Guide to Content Marketing.

Author Bio: Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, Cisco, ad and PR agencies, and The Federal Reserve Bank of New York.

Author Bio: Larry Levy served as the Co-Founder and CEO of Appinions Inc prior to its acquisition by ScribbleLive, where he now sits as the SVP. As a serial entrepreneur, Larry brings a wealth of hands-on experience. Prior to Appinions, Larry served as co-founder and CEO of Semagix Group, which was sold to Warburg Pincus in 2006. Larry was also the founder and CEO of Protégé Holdings, recognized as an “Upside 100” company, as well as the founder of Citria and Delrina Europe. He holds a BCom and BAcc from the University of the Witwatersrand, South Africa, and is a chartered accountant CA(SA).

 

 

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7 Quotes From 7 CMOs About Building a Modern Marketing Organization

Not sure if I buy into the whole 7 is the luckiest of all numbers thing. According to the Daily Mail, however, 7 is the most significant number across religions and cultures, it also appears in some of the world's favorite fictional works and a poll of 30,000 people revealed 7 is overwhelmingly our favorite number.

Regardless of where you fall on the Lucky 7 scale, it is by complete happenstance that I present to you today 7 Quotes From 7 CMOs About Building a Modern Marketing Organization. These all are culled directly from The CMO Solution Guide For Building A Modern Marketing Organization  — our recently-released eBook which was developed in partnership with The CMO Club. 

In bold is the topic for which each quote is referring to specifically. 

1. Consumer Insights

"I think in an ideal state there is a dedicated consumer insights team, but a team that doesn’t work in its own little silo. A team that is interactive not only with the marketing team but also the product team, as well as with others who touch the customer technology. They have to understand the full circle of customers’ curiosities so they can put together a real, robust view for those who need it." — Patrick Adams, CMO, PayPal

2. Integrated Engagement Planning

"Ultimately [integrated planning] is a function that’s run through the marketing team. We establish the brand voice and try to create and implement consistency across all of our efforts, all of our communications channels and all of our internal divisions/business units." — Evan Greene, CMO, The Recording Academy (The GRAMMYs)

3. Content Development

"We have a dedicated team that’s focused on content strategy and on creating what I call the content supply chain, mapping out where all the sources of content come from. Do we have the content already? How do we create new content? Who creates the content? It may be internal, it may be external. What format does that content take? Then, how do we work with the appropriate teams to get that content in market? — Rishi Dave, CMO, Dun & Bradstreet

4. Evaluative Analytics

"We set up this analytics center of excellence. At the same time we did the same thing in sales and the same thing in finance so that we could create more integrated capabilities in order to drive much more consistency and connections of our data. Not too long ago we launched a marketing analytic workbench. Now we can take all this information from various platforms and put it in one place and analyze it and make real-time decisions about how our multichannel customer engagements are performing and make adjustments. — Karen Quintos, CMO, Dell

5. Customer Data Management

"We’re building a centralized marketing profile that is at the customer level and becomes the common definition used by marketing teams across the organization to drive their campaigns. Getting the data house in order, making it real time and managing it at the attribute level is what’s important. As is making sure that the experts who are really close to the products have the ability to control what’s most important to them in that profile. This allows
us to federate it out and take a much more efficient view across the organization, rather than be a big centralized behemoth that is too slow and ultimately doesn’t work. — Steve Ireland, SVP/MD, JPMorgan Chase

6. Alignment

"Alignment happens at multiple levels. First, you’ve got to align on what your model is and then be true to it. Pick one and do it properly and continue to talk about how to improve that model versus pretending you’re picking one yet trying to do another. Align the top 25 people in your organization with that and have them talk consistently about it. The second level of alignment is the foundation tools. Let’s get aligned on what the brand stands for and how to express it at a high level. The third level of alignment is strategic alignment. Let’s agree on what the strategic plan is, and as a consequence of P&L, what the KPIs are for the brands and the business units globally. The fourth level of alignment is what the brand plan looks like and what the programs are going to be in each market for each brand. The last level of alignment is how our teams are going to work together as one team to execute on that plan. You can imagine if you are off at any one of these levels the further you are into the organization, the greater the gap is. So we try to talk as an organization about the impact of what we are doing, even as to how that impacts you four levels into the organization. — Clive Sirkin, CMO, Kimberly-Clark

7. Accountability

"n order to be effective, marketers need to have credibility. Because they have to do a lot of leading by influence, they have to do a lot of aligning and engaging and evangelizing, and that only works when people trust you. They only trust you if you deliver the goods and are accountable; you do what you say and you say what you mean.
— Peter Horst, CMO, The Hershey Company

To get more incredible insights and thoughts like these, download The CMO Solution Guide For Building A Modern Marketing Organization.

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A Glimpse into the Future of Modern Marketing

Welcome to the future. Now that it is 2016, we have arrived at the next stage of modern marketing. To make sure you are prepared for the future, we have asked global experts for their thoughts about what will have the most impact in 2016. We've included some below, both in this post and in the short slide deck. Make sure you download the full ebook at the link below for more predictions of the future.

Erik Qualman, Pulitzer Prize Nominated Author, says companies need to understand millenials because half the world’s population is under 30. And 53% of them would give up their sense of smell before they gave up their phone.

Meagen Eisenberg, CMO of MongoDB, reminds marketers that they must be driving engagement and revenue in 2016. That’s their job!

Doug Kessler, Co-founder and Creative Director of Velocity, thinks it’s time to create the Center of Content Excellence to try to tame this content beast. Why? Because 76% of marketers will produce more content next year than this year.

Kushal Sanghvi, CEO of World Wide Open, says that the launch of 4G in India will impact how consumers interact and transact with brands. Marketers will be compelled to re-think their online investments and mobile commerce strategy.

Jodie Sangster, CEO of ADMA, warns that the skills and talent gap will continue to affect our ability to get the most out of data for some years to come. 90% of managers said recruiting analysts was harder than, or as hard as, last year.

Matt Heinz, President of Heinz Marketing, reveals that sales enablement is the most important marketing function heading into 2016 to drive increased lead conversion and sales pipeline contribution.

Alp Mimaroglu, Marketing Luminary at Symantec, encourages modern marketers to build cohesive marketing technology stacks to ensure future success. This makes sense when 51% of marketing execs say their marketing technologies and data are only loosely integrated, or not at all.

Michael Brenner, Head of Strategy at NewsCred, connects two important trends shaping modern marketing. The changing digital consumer, along with the decreasing effectiveness of promotional advertising, is leading to the rise in brand storytelling techniques.

For more predictions on what the future of modern marketing looks like, as seen by global experts, download the full version of The Future of Modern Marketing: 2016.

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Marketing Resolutions for 2016 and Other New Year's News

Today is the last day of the calendar year 2015. I hope it has been a good one for you and yours and I wish you all nothing but the best in 2016. In honor of this auspicious occasion, I give you a special Friday Five: New Year's edition. Note: the first article is by yours truly, hence the reference to a certain NFL team.

7 Marketing Resolutions To Make As The Year Ends

Most of us are going to be making at least one or two resolutions pretty soon. Mine involve weight loss, of course and my beloved Philadelphia Eagles – it’s a long story. It’s just that time of year. Whether for business or personal improvement, making goals and resolutions is a crucial step towards improving anything.

Read the full story on Forbes. 

6 New Year’s Resolutions You Can Apply to Your Marketing Life

More than 980,000 posts about New Year’s resolutions have been published on social networks, according to social listening and analytics company Sprinklr. While most posts focused on overall happiness, other key words included “work out,” “weight,” “smoking” and “unplug.”

Many people set New Year’s resolutions to keep their lives on track or to improve their overall well-being. What if I told you some of these same personal resolutions can be applied to the professional lives of marketers, as well?

Read the full story on business2community.com.

7 Secrets Of People Who Keep Their New Year's Resolutions

Making resolutions is a popular holiday tradition, but keeping those resolutions past the first week in January is the hard part. Statistic Brain, using data from the University of Scranton, says while 45% of Americans regularly make New Year’s resolutions only 8% actually keep them. So, how do those 8% do it?

Here are some of the best tips from people who successfully keep their New Year’s resolutions:

Read the full story on Fast Company. 

Five New Year Resolutions for Marketers

As 2015 quickly wraps up, here are five resolutions for marketers to consider in 2016 in order to enhance their customer understanding and drive their brand experience.

Read the full story on Loyalty 360.

Email marketers' top New Year’s resolutions for 2016

Virtually everyone is infatuated with Instagram and Snapchat. Few of us can remember the days before Facebook and Twitter.

But email is still the best way to drive sales. In fact, a survey we conducted revealed that nearly 60 percent of Americans prefer brands contact them via email, and email marketing continues to yield higher ROI for marketers than any other channel. We can say with certainty that 2016 will be a boom year for email.

Read the full story on Venture Beat.

Now as far as predictions go, as compared to resolutions, you will want to download The Future of Modern Marketing: 2016 immediately and see what some of the brightest minds in marketing today foresee for the year ahead. 

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Top 10 Modern Marketing Posts in 2015 Published Before This Year

We looked at the top modern marketing posts of 2015 earlier this week, and we're now looking at the top posts that were not published this year. In a content marketing environment there are really two kinds of posts: current ones that get traffic from social media and feed subscribers, and older ones that get traffic from search. The following are from the second category. I've included the year these posts were originally published to give you an idea what kind of traction some of these posts have gotten.

Since all of this traffic comes from search, we need a way to see if any readers of these posts are interested in the topics we are currently talking about. Calls-to-action give a reader the chance to raise their hand and express interest. One of the challenges with older content is to make sure that the offers are still available and are still relevant. There is some work to do on some of these posts. However, if you've never seen some of these posts, there is certainly some helpful information in them.

1. The difference between responsive and adaptive web design (2013)

2. 5 Event Planning Tips...Even If You’re Not An Event Planner (2011)

3. Content Marketing in a Blink: The Content Grid v2 (2011)

4. 13 Questions Marketing Should Ask the Sales Reps (2012)

5. 8 Surprisingly Simple B2B Sales Tips (2012)

6. Mobile marketing: 15 strategies that pay off (2014)

7. 6 Fundamental Value-Based Selling Tips (2014)

8. 19 mobile marketing stats that will blow your mind (2014) 

9. 5 B2B Brands That “Get” Storytelling (2012)

10. How brands are mastering the 10-second Snapchat (2014)

Check the top posts that were published in 2015. But before you do, download the Modern Marketing Essentials Guide to Content Marketing.

 

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The 10 Challenges Facing a CMO Faces When Trying to Lead the Customer Experience

Today's CMO faces a multitude of challenges and at or near the top of the list is overseeing the customer experience, assuming you believe the CMO should oversee it in first place. Last week in fact we posed the question Should the CMO Oversee the Whole Customer Experience?

The entire topic is at the heart of a recently-released report entitled, surprisingly enough Should the CMO Oversee the Whole Customer Experience? The report addresses the rewards and risks for a CMO to step into an all-encompassing role to deliver the end-to-end customer experience. Conversations with CMOs highlight 10 challenges that can inhibit a CMO’s success if an organization decides the CMO should step into this expanded role without changing how the business is run and the role of the CMO.

The 10 key challenges are as follows:

1. Ownership of the customer experience. Confusion abounds on who should lead (own) the customer experience. Many organizations are facing the issue of who should lead the “collected” customer experience.

2. Agile, design- thinking. Agile, design-thinking is required to lead changes needed for successful customer experience. Design thinking fosters cross-organizational collaboration, brainstorming, and execution.

3. Communication vs. innovation. Marketing is often focused on communications rather than innovation, product development and business innovation.

4. Measurement and metrics. Marketing only recently became more accustomed to being highly measured, so building the business case for the additional responsibilities of the “new” CMO role may be difficult. 

5. Consumerization of IT. The Consumerization of IT has created often unfulfilled customer experiences.
Great customer experiences require technologies beyond traditional email and marketing optimization. 

6. Immediate analysis and action. The abundance of data requires immediate analysis and action to provide meaningful mass personalization at scale.

7. Data management and utilization strategy. The plethora of data requires a data management and utilization strategy. Digital media serves as a strategic resource for sharpening customer focus because it is full of highly differentiated market and customer data, providing critical information from around the world, 24/7 and at a minimal cost.

8. Breaking down isolation. Marketing can be isolated from other departments that affect customer experience and that isolation hurts the ability to lead change. It takes a village to deliver superb customer experiences because there are so many touch points along a customer’s journey that are not “owned” by marketing.

9. Customer experience drives top-and bottom-line. Customer experience means bottom-line business, so it should be taken more seriously. Research has shown that it is less expensive to keep existing customers than to obtain new ones.

10. Cross-functional collaboration. Customer experience requires a highly collaborative individual to lead cross- functional collaboration. The role of Chief Customer Officer is all encompassing and requires a varied and vast skill set.

Download Should the CMO Oversee the Whole Customer Experience? and learn a lot more including the risks that come with the rewards for the CMO who steps into the Customer Experience role. 

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Top 10 Modern Marketing Posts of 2015

One of the best ways to understand your audience is to see what content resonates with them. And if you have a blog with analytics installed, which seems to be standard with all blogging software, you can look at the top posts of the year.

Another thing to keep in mind is that the most successful blogs get significant traffic from older posts. When an older post starts getting lots of search traffic, it becomes a gift that keeps on giving. So rather than just look at our top 10 or top 20 posts, we are going to look at two different top 10 lists.

Today we will review the top 10 posts that were published in 2015. Later this week we will look at the top 10 posts that were published prior to 2015.

1. 100 Things You Are Doing Wrong on Social Media

This post is exactly what the title says it is. One-hundred things that you should not be doing any more on social media. There's no introduction. No links. No GIFs. Just a list. And it attracted a lot of visits. If you are interested in the behind-the-scenes, this was the second post I wrote after joining the Oracle Marketing Cloud. And I wrote it on my iPad while traveling in Africa. 

2. Oracle Marketing Cloud: Leading the Way in Modern Marketing Execution

3. Oracle Chosen as Leader in Gartner Magic Quadrant

These two posts were both announcements of high performing results in Gartner analyst reports. If you are wondering if this stuff matters. It does. If a prospect is reviewing your solution, this provides third-party validation. Customers also appreciate these types of reports because it confirms their decision, and they can point to the reports if anyone needs more information about their marketing technology choices.

4. 12 Awesome Content Marketing Ideas That Aren’t Blog Posts

2015 was the year when marketers wanted to create more content, and that number grows even bigger in 2016. This infographic provided marketers with new ideas how to create more content.

5. Celebrate the 2015 Markie Award Finalists!

The Markie Awards are a big deal at the Oracle Marketing Cloud. They honor the best modern marketers and everyone wants to know who the finalists were. It is interesting that this post performed better than the post announcing the winners. And speaking of Markies, nominations are now open.

6. 2015: The Modern Marketing Year in Review

Our two crowd-sourced ebooks reviewing 2015 and looking forward to 2016 were launched with this post. We wanted to set an ungated ebook up against a gated ebook to see which could reach a wider audience. The ungated ebook was embedded in this post, and nearly all visitors to the post viewed the ebook. It has also recently exploded on Slideshare.

7. The Path to Adaptive Marketing: An Introduction

A thoughtful, high-level post that introduces readers to the latest thinking in modern marketing from our head of product marketing.

8. Avoid these 10 Marketing Automation Rookie Mistakes

One of our superstar marketing automation customers wrote this post to alert new users of any marketing automation platform of the pitfalls they need to avoid when getting started.

9. Why Your Team Needs a Lead Scoring Model

A good post about how you can begin to think about creating your own lead scoring model.

10. Facebook Integration a Win-Win for Consumers and Marketers

A post about a product update snuck into the top 10. This post announced the latest integration between Facebook and the Oracle Marketing Cloud. The launch of lead ads connected ads on the world's largest social network with our cross-channel marketing software. Again, this shows that our readers care about product innovation and announcements.

Look for that other top 10 of older posts that continued to attract readers in 2015 soon. In the meantime, download the Modern Marketing Essentials Guide to Content Marketing.

 

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