#研究分享#【自动化来“抢”市场人员饭碗】

#研究分享#【自动化来“抢”市场人员饭碗】eMarketer发布报告指出(1)市场营销自动化技术风向明显:节省预算、满足个性、整合CRM、社交媒体等数据(2)Digiday数据显示,自动化智能化在消费者行为挖掘、生成内容、收集数据、评价市场等表现不俗(3)市场研判将是数字营销技术重点之一。http://www.looooker.com/?p=21176

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MARKETING AUTOMATION ROUNDUP

Marketers are making use of an increasingly complex marketing tech stack to score and nurture leads, deliver personalized, automated messages, and continue relationships beyond the sale. We’ve curated this Roundup of insights and trends in marketing automation to help you understand what marketers are doing with technology and automation to be more effective and efficient.

Overview

Automation and technology are becoming inseparable from marketing, especially digital marketing, and now touch on a wide range of functions. According to Digiday polling from April 2015, US marketers say automation would save their team significant time doing everything from mining consumer insights to creating content, from collecting and managing visual media assets to measuring performance. According to Bizible, nine in 10 US business-to-business (B2B) marketers were using at least one marketing automation solution in August. And most were using more than one. There’s still plenty of room for growth, however. In September 2015 polling, US B2B marketing professionals surveyed by EverString tended to say they had a “basic” tech stack, at most, with just 10% calling themselves “NASA”-level when it came to marketing tech. And less than half of those surveyed by Annuitas in August said they had bidirectional integration between their marketing automation systems and customer relationship management systems. But marketers are learning and doing more all the time, turning to peers for help and education, and making use of an increasingly complex marketing tech stack to score and nurture leads, deliver personalized, automated messages, and continue relationships beyond the sale.

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Why Do B2Bs Use Marketing Automation? Leads, Leads, Leads

Marketing automation is important throughout the leads process Marketing automation adoption is high among business-to-business (B2B) marketers. According to April 2015 research by Regalix, 79% of B2B marketers worldwide used marketing automation. And in a November 2014 study by Webmarketing123 among B2B marketing professionals in the US only, 55% said they had a marketing automation system in place—well ahead of the 35% of business-to-consumer marketers polled. Regalix’s study found that B2Bs were all about leads when it came to marketing automation. When asked about the key marketing automation objectives their company was trying to pursue, the top three responses each related to this process: improving lead nurturing (82%), improving lead quality (76%) and increasing lead generation (74%). Upping sales revenues was the No. 4 objective, at 53%, while no other option broke the 50% mark. Other research by Regalix conducted in March 2015 supports automation’s critical role in the leads process. When asked about the changes in contemporary lead conversion techniques, 59% of B2B marketers worldwide cited a strong dependence on marketing automation tools—the highest response. Further results from the April study indicated that B2Bs’ marketing automation objectives were being met. When respondents ranked the benefits of such technology, four of the top five related to leads. Increased lead generation was No. 1, at 84%. Better prospect and lead insight (73%) followed, tying an increase in efficiency, as automation frees up time spent conducting tasks manually. Enhanced lead scoring, nurturing and distribution (71%) and improved lead quality (69%) rounded out the top five, the latter tying integration with other data sources (69%). As B2Bs reap the desired benefits of marketing automation, spending is set to rise further. Fully 62% of Regalix respondents intended to increase their marketing automation budgets in the next 12 months. Similarly, in a November 2014 study by Salesforce Marketing Cloud, marketing automation tied content marketing for the No. 1 area where B2B marketers worldwide planned to up spending, cited by 66%. To take advantage of the influx in B2B dollars, marketing automation sellers should focus on promoting their technologies’ ability to improve the leads process from beginning to end.

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B2B Lead Nurture Campaigns Improve Personalization, Targeting

Lead nurture programs deliver stronger results than standard efforts For business-to-business (B2B) marketers, lead nurture campaigns deliver far better results than standard programs. In July 2015 polling by Demand Gen Report (DGR), over half of US B2B marketers said lead nurture campaigns performed between 10% and 20% (26%) or 20% and 30% (25%) better. And such leads outperformed their standard counterparts throughout the sales funnel, with 21% of respondents reporting a 10% increase in sales opportunities from nurtured leads and nearly one-quarter a 20% lift. The success of lead nurturing campaigns speaks to the effectiveness of targeting and personalization, which emerged as leading perks to such programs. Nearly six in 10 B2B marketers said the ability to segment prospects based on interests and behaviors was a benefit of lead nurture programs, and similarly, about two-thirds said such efforts drove better responses to campaigns and offers due to targeting and relevancy. Email was the leading channel used for lead nurturing programs, cited by 94%. However, DGR noted that marketers had also incorporated other channels such as retargeting (43%)—which allows for further segmentation— and social media (38%). Other research points to social’s effectiveness as a lead nurture channel. When March 2015 polling by KiteDesk asked B2B sales professionals in North America about the areas where social media worked well as a sales tool, three-quarters cited nurturing leads and opportunities. As lead nurture programs mature and data helps marketers get increasingly personal with each touchpoint, DGR found that B2Bs had expanded nurture campaigns depending on various prospect and buyer stages. While early-stage campaigns were still the most popular, nearly half of respondents also used warm-up programs, and more than four in 10 ran advanced-stage campaigns with enhanced segmentation. Marketing automation technology presents B2Bs with an opportunity to act on audience data and boost lead nurture efforts. In an April 2015 study by Regalix, which found that the leads process was driving marketing automation usage among B2Bs, lead nurturing ranked as the No. 1 marketing automation objective, cited by 82% of B2B marketing execs worldwide.

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How Automation Will Change Content and Native Ads

Nearly nine in 10 say tech will improve content marketing and native advertising Content marketing and native advertising are each set to see strong gains in the near future, as April 2015 research from PulsePoint and Digiday found that the growth rates for both would outpace other formats in the next two years. But first, marketers will have to deal with hurdles involving efficiency, measurement and targeting, which the rise of automation technology could help resolve. When the study asked agency and brand professionals in the UK and US about barriers that were preventing them from doing more with content marketing and native advertising, lack of resources and budget to deliver highquality content efficiently was the biggest issue, cited by 55%. Difficulty measuring and proving return on investment (ROI) was second, at half of respondents. Coming in third was the inability to target and distribute at scale. Technology will help industry professionals overcome these boundaries and change the future of content and native. Six in 10 agency and brand professionals and publishers said automation tools would allow for more precise data-driven targeting, and a close 58% would be able to resolve the ROI issue with better measurement and optimization techniques. Distributing content at scale and creating quality content more quickly were also expected to be results of marketing automation. In all, just 11% of respondents said such tech wouldn’t improve content and native. Adoption of programmatic and automation tools for native advertising remains low, at just 23% of US client-side marketers, according to Q4 2014 data from the Association of National Advertisers (ANA). And in a November 2014 study by Undertone, fewer than a quarter of US publishers, agencies and marketers each bought or sold native ads programmatically. However, January 2015 polling by Curata found that changes were on the horizon, as nearly six in 10 US marketers intended to increase content marketing tech investment in 2015. Of course, content marketing and native advertising cannot be used interchangeably, with Digiday and PulsePoint explaining: “Content marketing is the overarching strategy. Native is one tactic of execution.” But the two certainly intersect, as the study went on to say: “Content marketing is the message. Native can be the envelope it is delivered in.” While marketers must indeed treat each as its own, content marketing and native advertising’s strong relationship means tech will reshape both simultaneously

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What Technologies Are Most Important to Marketers?

The answer will be different in a year Technologies that facilitate content marketing will continue to be the most important marketing technology for US B2B marketers, according to a September 2015 Spear Marketing Group survey. But will other currently valued marketing technologies hold relevance, or are new categories set to grow in importance? While content marketing is still projected by those surveyed to be the most important marketing technology in the next 12 to 18 months, SEO, currently second-mostimportant to US B2B marketers at 71%, faces a decline to 41%, which will render it fourth in importance. CRM will also drop significantly, from 68% currently to a projected 29% response of most important. In fact, most marketing technologies faced a projected decline in importance. Among the five technologies expected to grow in importance over the next year and a half, predictive analytics saw the biggest jump, more than doubling from 16% to 37%. Big data and analytics, lead lifecycle and attribution reporting, programmatic advertising and personalization were also gaining in significance for B2B marketers. The result is an outlook where various marketing technologies will have more equal importance in the B2B ecosystem. This may be because older technologies, like SEO, are being slowly eclipsed by emerging ones. The same two technologies B2B marketers rated as most important now are also among the biggest winners in terms of ROI. While marketing automation leads the way with 58% of respondents expecting it to deliver ROI, content marketing (51%) and SEO (36%) are also depended upon to get results. On the other hand, CRM’s relatively low ROI expectations (23%) when compared to its overall marketing technology importance according to US B2B marketers suggests that, while ROI is obviously important to marketers, it’s not the whole story.

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标题:MARKETING AUTOMATION ROUNDUP

来源:eMarketer

链接:http://on.emarketer.com/Roundup-20151217-marketing-automation-thankyou.html?aliId=211595130

下载:eMarketer_Marketing_Automation_Roundup_2015

 


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