What happens if you choose the wrong metrics?

What happens if you choose the wrong metrics?


Marketing Data Analytics comes in handy with lots of data insights and everyone in the team wears the throne of Gold Digger. Various analytical solutions thrive in the market, choosing them is not the science; choosing the right metric is.

So why?

  • Is it so that the same analytical platform performs better for one entity but reaps zero results for the other?
  • Do the CFO’s treat marketing efforts as mere expenditure oriented tasks?
  • Is marketing treated as a money drain?
  • Is the value marketing team creating?

The answer lies in the prominent belief of Marketing as merely a head under the umbrella but not the one holding it. Changing this perspective demands a treasure trove of data showing a rerouting of money back into the entity multiplied manyfold. That’s how the efforts can be counted, every other alternative is just a namesake option. No matter how the rain treats the umbrella, the holding hand should treat the umbrella the same way. When the responsibilities shift into confident hands, the umbrella works better. It’s not the fault of the rain.

A reason why marketing still stays on the back foot in most of the organisations is due to the wrong selection of metric. Yes, you need metrics to measure. But you need to decide what to measure and what not?

Nothing comes out of the wrong metrics, except wrong conclusions.

So, in case you consider giving the growth of an organisation a boost, try growing with the right metric. Short sighted metric are the short term goals and may disagree with far-sighted metric associated with the long-term success of your organisation. So, listen to the alarm, try to figure out the wrong metric and you will end up finding the right one. Establish a rerouting of money and efforts of the marketing team. Or, hit the snooze to send the  growth into a deep slumber.

9 Shades of Marketing Automation

9 Shades of Marketing Automation


Marketing Automation is a new game in town. Also, It gives both small and medium businesses the freedom to run complex marketing activities and that too with success and optimum utilisation of time.

Why would Marketing Automation platform be useful?

1. Generate Leads – Integrated Approach

Did you know? Lead Generation gets way better with Automated Marketing.

Yes, It is a cake walk.

Marketing Automation can help you get your database through predefined entries which is also known as cookie tracking techniques and all in the form of importing data of leads from the forms through online campaigns

2. Software As a Service – SaaS

Well, Isn’t it interesting guys that you don’t necessarily have to master software development techniques. And also, Marketing Automation offers you an explicable platform where you can design as well as mould your dynamic marketing goals.

3. Information Analytics

I have so much of Data.

Can I Clean, integrate and transform this data ?

Can I get a meaningful information in numbers or figures?

Oh Yes!!

First, all of the information get stored in the Database and

Second, it get analysed then sorted through a set of algorithms

And finally it depicts all the results for the queries that you need to explore.

4. Multi-Channel Campaigns

Can I make my presence visible to all my potential leads on the various platform?

Yes !

By all means, I can

Emails, Social Media, SEOs and Web pages etc can build up my online presence. Eventually, Lead generation as well as conversion with the help of brand awareness.

5. A Condensed Market Savvy

Isn’t it amazing when your marketing tool does the predictive analysis and real-time marketing for you?

You have heard it right!

This automation helps you in precisely mining the data so that you can predict the trend of the market and also, the other aspects you want to unfold.

6. CRM and Automation work separately

For executing a marketing automation process, do I always need a CRM ?

Well..Not necessarily,

Without using a CRM, you can relatively attach a Lead List for importing the data which leaves no space for CRM models to get working and that’s how CRM and Automation can work separately.

7. Automates the marketing mix judiciously

What if I say I want a platform where I can monitor marketing tasks and workflows more efficiently and effectively?

The extended marketing mix of Product, Price, Place, Promotion, People, Process and Physical Evidence can be very well monitored to increase operation efficiency and to let the revenue get on board faster with much higher pace in integrated automation amongst all of these recurring workflows.

8. Harmonising Social Channels

So we have a platform where in I can provide the links of my workflows so that I can get recognised through social media.

Let your work be noticed through the different social media channel and only with one automation tool that can customise your promotional activities and that too per the designed framework and helps you achieve both short-term as well as long-term goals.

You can easily monitor all the channels simultaneously and analyse the success of the promotional activities and also can track all the trends.

9. Faux Pas

Email Marketing is synonymous to Marketing Automation. Guys, it’s a social error! Market Automation and Email Marketing aren’t same at all. Email marketing works as a subset of the operations handled by the Marketing Automation tool. Design Campaigns are positioned in the lead collection through the links of webpages and that’s why email marketing is getting embedded. Also, with email you can only track email behaviour while in automation there is web behaviour tracking

Automate your Marketing Motives!

Automate your Marketing Motives – Marketing Automation


With so much of automation and revolutions penetrating into the technological arenas, adroit notions need to get revolutionized. The biggest pillar for any organization or a business entity is its projection of expertise. Marketing platforms help any business to reach the target audience through Automated Frameworks for hassle-free approaches.

Can you Automate your marketing revolutions through a well-constructed and controlled platform?

YES!! The Ideas Are Prodigious and so is the platform!

We are here in this page to break the Love-Hate relationship between Technology and Automation.

Nurture your Ideas and we shall give the platform to Make them go live. There is a Win – Win situation for both Business seeking and business rendering establishments. That is possible because the ideas are distinctly being communicated to the user who in turn takes that as an input to process its business. So Automating your ideas to make them more distinct can help build better and stronger relationships between the business where things eventually get doubtless.


  • Identification of the business goals which helps in formulating the Automation Design to communicate to the onlookers.
  • Picking the right set of Infographics shall fetch more constructive designs to your thoughts through such automated platforms where you save your time, gain your subscriber, display your prowess in the expertise and deliver the solutions.
  • Letting it go live at different Testing and Deliverable Domains to get the accuracy of end result which gets in sync with the business standards.

You can follow us here for more updates regarding the Marketing Automation Queries and we would love to hear it from you regarding any of the questions which you can feel free to post. Let us make this platform more interactive to reach to your business needs.

Automation and Digitalisation

Best Friends Forever..


Must be Guessing who these besties are?Well, they are the Automation and Digitalization Duo!Digitalization is the process of collaborating digital technologies into business models for more progression in the digital revolution. Whereas Automation is the process of making the procedures automatic for seamless communication to prevail. The same story can be applied to Digitalization in marketing practices and Marketing Automation.

Is there really a difference between these friends?

Some argue that digitalization is just a way of extending automation. But the fact is Automation is just making the process self-sufficient to run on its own. In short, it is a self-made recurring activity for marketing domains. The digitalization runs around using technology for looking at different concepts or shades of an instance you define.Digitalization and Automation go hand in hand when there exists a need for revolutionizing marketing ideas. Moreover, Digitalization paves the way to Automating Marketing tools to leverage value addition onto operating vectors.

How a Triangle can explain any Successful Business


A few days ago, I was teaching Geometry to my seven-year-old and the usual discussion on shapes came-up – squares, rectangles, circles, triangles, etc. and their respective properties.

Suddenly my son asked me “What is your favourite shape?”

I was dumbfounded and surprised and could not immediately justify a particular favourite shape. This got me thinking about different shapes and how they value in the business world. Venn diagrams (Circle), Flowcharts and organisation charts (rectangles), quadrants (squares) immediately came to mind and then finally it struck me – Triangles!!

The more I thought about triangles, the more I felt that Triangle is the one and only shape that can define successful businesses (or business concepts) in the simplest manner. At its core, a Triangle is a shape with three edges and three vertices. Though we can classify triangles based on sides (Equilateral, isosceles, scalene) or angles (right, obtuse, acute) – the three sides property is common across them all. From a business perspective, the three sides of a triangle can represent three primary or dominant factors that are related to or interact with each other in multiple ways to make any business successful. Thus a simple ubiquitous Triangle can fit and help explain (almost) any successful business.

Here are top 10 cases that (I believe) exemplify the “Triangles” in a successful Business:

1. B2B Marketing & Sales Funnel:

A typical B2B Funnel can be broken into three main stages – Lead and Demand Gen activities driving prospects and opportunities towards becoming repeat customers. Successful B2B models focus on increasing the inflow of quality leads into the pipeline and higher conversion to customers over time.

2. B2C Funnel (Online):

A B2C funnel for an online business focuses all energy on improving conversions from more visitors aware about products & services, getting them interested and finally purchasing products from their platform. This is in addition to other factors like repeat customers, avg transaction, frequency, etc.

3. Account Based Marketing (ABM):

A precursor to ABM is “Marketing Automation” that necessitates the alignment of Marketing/Mops/DG and Sales/Sops systems with people and processes to drive revenue increases. ABM – as Engagio’s Jon Miller says – is fishing with spears unlike fishing with a Net. Here in ABM, there are three broad steps – Target Accounts & contacts are identified, then using data, insights, and content, engaged & measured and finally conversion and customer advocacy that leads to higher average ARR.

4. Banks

This is probably an over-simplified explanation of primary functions of a bank. Basically, banks hold deposits, issue credit and manage Risk. There may be different instruments and channels via which deposits, credit and risk can be stored, managed, traded, etc. over periods of time. The above maybe bordering on being incorrect but I guess my friends and ex-colleagues from Chase or PayPal can correct me.

5. Card card networks:

Again realistically card networks (Visa, Master, Amex, etc.) have multiple parties involved in a given transaction and the respective fees charged by each – but the three main parties are the issuer bank, acquirer bank, and payment network.

6. Payment system (online):

All online payment systems (like PayPal, Stripe, Apple Pay, Alipay, etc) enable e-commerce or mobile app commerce using traditional card networks. But for widespread global adoption, profits and high transaction volume, they need consumers and merchants to select them for payment and developers to integrate them into websites and apps.Some of these online payment systems have also moved into offline/retail transactions either with dongles or NFC.

7. New Age “Digital Disruptor”:

Most of the new age “Digital Disruptor” companies (like Uber, Airbnb, FB, Alibaba, etc.) have become successful in the last 2 decades using technological innovation – but they do not own any assets (inventory), to provide the app / UI / Platform for a fee and link millions of global users.

8. Smartphone OEM:

Smartphone OEMs (that are profitable) tend to be the ones that have a high level of vertical integration or ownership of the hardware and software OS. (Think Apple, Google/HTC and to a smaller extent Samsung). The entire smartphone business model is based on the trifecta of hardware/software integration, mobile network /distribution (that effects pricing due to subsidies) and Apps. The successful ones are those that are able to exert control on all three.

9. Media (All):

All Media companies – from old to new media – function primarily using content, distribution, and monetization. In some cases (think Google), they don’t own content but rely on UGC (user generated content) while controlling distribution and ads/subscription. Others like Comcast or Time Warner control all three. When I look at the last 2 triangles, I wonder whether ATT’s motivation to buy TWX is improving 2018 margins by starting to integrate premium Content (HBO, DC universe, NFL, etc.), distribution (DirecTV, mobile), premium advertising (higher rates), & paid apps to consumers who want to bundle everything and save. This would allow them control over 5 of 6 sides from two Triangles!Finally, this last one is likely true across ALL companies in ALL industries…

10. Corporate Success:

Corporate success depends on a balanced mix of Strategy, Execution, and Culture (of the people involved). There are many good articles on HBR, Wharton and Medium extolling the virtue of whether Strategy with execution or Strategy with culture brings success, but IMHO with people involved in every facet of business, all three are equally critical for any successful business – Strategy, Execution and Culture. Read more…

About the Author

Ankush Garg is an accomplished Marketing professional with 16+ years of experience in Digital space – in B2B & B2C marketing and product management roles in USA and India. He is currently leading a cross-functional 20+ member team managing Marketing Operations, Sales Operations, Demand Gen, Accounting, and Dev-Ops – for Marketo. He is also a member of NASSCOM Sales & Marketing SIG & Speaker at events.

Call To Action (CTA)

5 Ways To Put Your Email Call To Action (CTA)


In today’s day and age, emails are being sent out all the time. Whether it is a mail to browse through insurance quotes, or apply for a job or connect with a customer or friend, we do this task without stressing much on its importance.

Imagine being the recipient of those emails now, and think of the number of times you have actually,

  • Paused to check who it is from
  • Stopped to read the subject line
  • We’re interested enough to click and open it
  • Read through the messaging
  • Pursued a course of action, either by clicking a link to the site or signing up for an event or filling up a form

As you may observe in the above, your actions get more and more strong (depending on whether you were enticed enough) or decidedly weaker (where your interest couldn’t be held for very long).

There are several factors for the above, but the most compelling of these is the ‘Call To Action’ or CTA.

An email marketing campaign and its success are defined by its CTA. A Call to Action grabs a subscriber’s attention and compels him to act. This may be going half way through the desired action or all the way. Imagine this process as a funnel, where the customer is pulled through a series of steps which ends up by him taking a certain course of action.

If the right call to action has such power, then it needs to be given much importance. Here are 5 ways to put together your email CTA.

1- Make the Call To Action short

A customer’s attention span lasts for less than a minute. In this time, they have to read, assess and perform an action. A long winded CTA can make them switch off altogether. Essentials are the only things that they will absorb. A CTA should not be more than 5 words.

When it comes to putting together one, remember KISS – Keep It Short & Sweet

2- Tell People Which Action to Proceed With

Call to actions are so very important, then why would you add inanity or state the obvious while writing them. This is not the time to make redundant sentences. You must tell people what to do and how to go about it.

To emphasize the point, imagine you walk on the road with a message and people are running through you on their way to work. You want them to read the message but they just don’t have enough time. What can you say to grab their attention, make them stop and process it? THIS then is your Call To Action.

CTA is usually a verb, asking the person to do something, ‘Make This Call Now!’, ‘Call That Number!’ Some marketers suggest making these CTA’s instructional, concise and direct.

Amazon product pages display some of the most effective and crisp CTA’s. These are;

  • Look Inside Now
  • Shop Now
  • Share
  • Add to Wishlist

If you’re a consumer, aren’t you getting your instructions subtly and without a hassle?

3- Compel People to Respond Immediately

Gone are the times, when people indulged in time to their heart’s content. Those were also the days when people were given at least a day’s heads-up to perform an action. ‘Mail the letter today’, ‘Send the fax today’, etc.

With shorter timeframes, the trending word is NOW. People have to respond immediately and this word makes them perform some action. It is also short, goes with any verb and is immediately understood. Even toddlers understand this word. 4 out of 10 in Amazon’s CTA’s use the word now.

4- Make the CTA Stand Out

It’s difficult to make a customer look for something that he doesn’t even know there is. CTA’s need to be visible even more so than the main focus – an advert, product image or report. They need to be in the first or second line. Highlighting the CTA button in a bright, pop-up color makes it more noticeable.

In the below image, Mailchimp’s CTA buttons are in a color that is different from the site color and easily located. The messaging is also very clear.

CTA buttons can be made to stand out by,

  • Putting them in catchy colors
  • Making the buttons bigger, especially true in people using mobiles. Button size of 50X75 pixels in best, wider.

5- Test Everything

Putting together a perfect CTA that checks on all the above parameters is of absolutely no use, if it isn’t linked to the right page, goes elsewhere or is not reaching its target audience. Testing the email is very important and can be done by A/B split testing, something that every email service provider provides.

It is also important to make sure that this shows up even if the subscriber has his images turned off by default. They must respond to your email irrespective of this. A simple CSS or HTML code button works equally well.

Call to Actions, are the single most effective aspect of email marketing campaigns. When done right, they increase response rates, make your strategy more effective and get you more converts.

Top Myths around Marketing Automation


Marketing Automation (MA) has been receiving increasing attention lately, and apparently for good reason. There lie opportunities in this space, as also myths and caveats. But before going there, some definitional preliminaries first. The latin root of ‘auto’ means ‘own’ or ‘on its own’. Thus, an automobile is something that moves or is mobile on its own. In this vein, automation refers to ‘automatic control’ and represents the use of various control systems for operating processes in a variety of application areas with minimal or reduced human intervention. Clearly, processes with a lot of repetitive tasks, and/or which can be written out in algorithmic form (saying if input A then does action B etc.) would be the easiest and hence the first to be automated.

The term MA nowadays simultaneously refers to (i) software that automates repetitive sales and marketing tasks, (ii) a platform for collaboration both within and across organizational boundaries, and (iii) a dashboard of metrics aimed ultimately at assessing marketing ROI.

Some parts of sales and marketing organizations deal with tasks that are repetitive in nature (especially if inbound marketing is involved). Some examples usually involve data collecting and cleaning, running standard analyses (provided metrics are pre-defined, imputation formulae for missing or incomplete data are known ex-ante etc.), matching resources to opportunity (e.g., call center operator with domain expertise with inbound caller in that domain), campaign planning (drawing up lists of prospects or customers to target with particular messages etc.) and campaign execution (actually running an email or call campaign), performing documentation and compliance related tasks etc.

MA originally focused on automating email marketing but has since extended to a broad range of automation and analytic tools for marketing. These include:

  • marketing intelligence functions such as tracking codes and multiple link analysis to track buyer behavior,
  • lead scoring functions such as tracking prospect status, executing targeted messages, updating status by matching with customer response and activities and mapping prospect movement through the sales funnel as part of structured sales process, and
  • advanced workflow automation such as managing internal collaborations, budgeting and planning functions etc.

An example of MA in the B2C world is the complete domination of machines and automation in the media planning and buying department in the digital space. Algorithms bid and trade for digital media purchases where previously people would the same. Programmatic media planning is now starting to make a mark in non-digital domains. MA platforms nowadays offer functionalities such a content management system, hosted web forms, landing pages, analytics, an email platform, etc. However, not all these pieces of functionality need be relevant or useful to all organizations.

In what follows, I detail 10 major myths surrounding MA. These are drawn from the keynote session talk by Sumit Virmani, VP Marketing at Infosys, at the NASSCOM SIG event in Bengaluru in August 2016.

10 Myths around Marketing Automation

1. “Set it. Forget it.”

A persistent myth around MA is that it is a plug-and-play (or as the military calls it, a fire-and-forget) system. In practice, this is not so. Regardless of whether we are looking at A/B testing, email marketing or campaign management, real-time systems need hands-on management by people. What MA does help do is automate large parts of the grunt work, act as a decision aid, provide options and summaries where needed, etc.

2. “MA is just a fancy name for email marketing.”

Not true. As has been mentioned above, MA nowadays covers much more than that. Even with the email marketing domain, doing post send response analysis is just one part of email marketing. Meanwhile, elsewhere the march of the machines is threatening to intrude into that most human of marketing actions – persuasion and manipulation. Persado, a “cognitive computing” system now leverages machine learning, natural language, and emotional language capabilities to come out with creative email header and content copy. The firm claims greater click-through and conversion rates than offered by even the best human systems.

3. “MA is a lead generation genie.”

Not true. In fact, using MA initially leads to a *fall* in the number of qualified leads coming out of Marketing to sales. In any case, the research says the proportion of qualifiable leads is small (~27% on average). MA helps by strengthening the qualification process whereby the quality of leads goes up. This, in turn, drops costs (sometimes by as much as a third) because false leads are not pursued.

4. “MA is a left-brain thing”.

The left-hemisphere of the brain is the logical, quantitative part of the brain (or so the common belief goes). So does this mean that MA precludes any role for creative thinking? Not true at all, it turns out. The classic economic argument would be that by automating non-creative, routine tasks, MA actually releases more time and resources to us for engaging in more creative and managerial pursuits.

5. “MA mean robot like same-ness in reach?”

Again, not necessarily. It is not as if sans MA firms are avoiding sameness in reach. Some research reports state that only about 44% of Marketers use segmentation, and less that a third configure emails across platforms. In such a milieu, MA contributing to better management of customer heterogeneity via broad level customization and configuration is a good thing.

6. “MA is a big boys’ toy”.

Currently, this indeed seems to be the case. However, this isn’t a necessary condition. In terms of sheer impact on the bottom line (and on top lines), SMEs can gain as much if not more than big firms from MA. In some cases, MA helps better measure ROI itself and thereby underscores the need to have a measurement system, preferably automated, in place for doing so. A parallel trend that is helping bring MA into the reach of SMEs is the megatrend of ‘democratization of technology and tools’. The rise of a vast open source movement with configurable, interchangeable and customizable components has made many previously unaffordable functionalities within reach of even startups and resource-constrained organizations.

7. “But I have CRM!”

And that would be a good thing. However, the point here is that CRM is *not* a substitute for MA. Rather, it is a complement to MA. MA is about the active digital engagement of prospective customers whereas CRM is more about relationship management with an acquired set of accounts or customers. CRM thus manages the firm’s internal processes and starts off only after a lead has entered the sales funnel. MA operates prior to this stage.

8. “MA needs tech whizzes.”

Not true anymore. The simpler forms of MA are today widely available in a number of relatively easily configurable forms. As ever more firms gain access, experience or at least exposure to MA, the costs of using it (as well as the opportunity costs of not doing so) can only rise for the rest of the firms in the business ecosystem.

9. “MA is only for Marketing.”

Not true. Sales should be involved too, otherwise, ROI objectives would be hard to meet.

10. “MA is the bridge between the sales and marketing chasm.”

Not necessarily. While the potential to be such a bridge exists, MA can’t achieve a meeting of minds between these two functions all by itself. This needs prior collaboration between these functions that can then be taken to the next level by MA. The involvement and enthusiasm of organization leadership in driving this is also important.

About the Author

Sudhir Voleti is an Assistant professor in the Marketing Area at the Indian School of Business (ISB). Previously, he worked in the industry in different capacities as a management consultant and a software analyst. Professor Voleti’s research focuses on combining data with econometric and statistical methods to explain phenomena of marketing interest such as evolution in the equity of brands across time, valuation of brands using secondary sales data, the sales impact of geographic and abstract distances between products and markets and the performance, productivity and benchmarking of salesforce organizations. His work has been published in leading academic research journals such as the Journal of Marketing, the International Journal of Research in Marketing, the Journal of the Royal Statistical Society (Series A), Management Science and Quantitative Marketing and Economics.

Source : Nasscom

Is there any Gold in the Sun ?


“Once a Gold digger searched for some gold in the valley of the dark, and then he realised that he skipped the sun”Every passing second the world wide web expands its reach while you jot down the things more prominent to your level of interests. As you were reading the above sentence the people on the other side collected more data on you. The next set of information that pinches your interest is a valuable metric for those who are measuring it right. The obvious question is should you use a detective to search for it or should you focus on every single entity out there; a rather tedious way.To streamline this world has been introduced to Web Analytics. A way to gather and interpret such enormous amounts of information. In a nutshell, the whole web analytics process is a closed loop structure kicking off with Defining Goals, Building KPI’s, Collecting Data, Analyze Data, Test Alternatives and Implementation consecutively.Web Analytics is critical for continuous improvement of the offered service, as well as for gathering useful business intelligence. Organizations have been upgrading themselves with web analytics and there are valid reasons supporting the cause out there.The three contribution standpoints are:Kill False AssumptionsEvery possible conversion is tested after a possible outcome hypothesis. Some may turn out to be good and some may not. Web Analytics plays a vital role in pivoting the decision in your favor. Test a lot, finalize a few and then test again.Save you Time, Energy and TearsThere was a time when people will look through the huge phone books and then it got replaced by an inventory of content details on your mobile device. Same way is what any web analytics dashboard serving your needs. Contemplating the data as per your needs, filtering it to the optimum level. The process of going through a huge stack of uninterpreted data may be cumbersome and crushing. That way it allows you to rethink about the world’s most expensive commodity- Time.Allows to spot gaps in Opportunities and IdeasEvery day multiple ideas can pop up in the thinking machine of the organization. There is a thin line in between successful market prospects and time buying ideas. Web analytics employs the benefit of hindsight to roll down the best-suited carpet for organization’s progress.Tackling the HiPPO ( Highest paid person in office)There may be situations when any change opinion may fall into the cobweb of the decision-making process. Web Analytics becomes the savior in those situations and provides a stronghold to you opinion in front of the Big Fishes of the corporation. Whether it be change onto your website or any product listing, web analytics can be a powerful tool to empower your opinion in front of the decision makers.Thus Analytics revolves around the core concepts of digging out the most interpretive information out of the haystack of scattered data and the growth of any firm trying to establish an online presence and promote its products needs Web Analytics to be employed in the DNA.

marketing automation

Top 5 Marketing Automation Trends In 2017


Marketing Automation is no longer just a buzzword, in a digital era, it’s a prerequisite for efficient and effective marketing. And companies have gotten on board; according to emailmonday, on an average 49% of companies have adopted marketing automation, including 55% of B2B organizations. A trend that is likely to continue.

Given the many benefits it offers, it’s no surprise that marketing automation continues to receive attention, with new developments creating ripples ever so often.

Marketing Automation Trends to lookout for in 2017

We’ve identified the top trends that are set to change the marketing automation landscape in 2017:

  1. Integrated Marketing Automation – A Smart Insights study found that only 2% of companies that use marketing automation software make the most out of it. Optimal use of marketing automation calls for integration, and marketing automation allows for the integration of multiple campaigns across multiple channels. This ensures a consistent interaction with customers through their journey from prospect to customer and beyond. Customers want to be remembered and they expect companies to know who they are, be aware of their relationship with the company, and be taken care of. The overall experience of the customer is improved when a company’s multiple channels talk to each other and exchange information, like pieces of a puzzle coming together to create one synchronized image.
  2. Content Marketing and Marketing Automation – According to Dave Chaffey of Smart Insights, “The challenge in 2017 won’t be lack of engaging content. It’s surfacing it through the customer journey.” By integrating your content strategy with marketing automation you can ensure that the right content reaches the right customer at the right time. This allows for personalization of the message that is tailored to the customer’s requirement. Again, this adds to the customer’s experience as you are able to engage with them at their convenience, instead of spamming them with endless messages that are more likely to put them off than interest them.
  3. Predictive Analytics – Imagine the amount of time and effort you would save if you knew which leads were likely to convert into a sale and when. When predictive analytics and marketing automation come together, you can target your prospective customers based on their intention to buy, thereby striking the right iron when it’s hot, and increasing your chances of success.
    Additionally, being able to predict your customers’ behavior helps you take appropriate steps to fulfil their needs, leading to customer satisfaction and retention.
  4. Account Based Marketing – According to Marketo, “Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.” For companies looking to target specific high level businesses as clients, this strategy supported by marketing automation yields outstanding results. A study by Altera Group states, “97% of respondents said ABM had a somewhat higher or much higher ROI than other marketing initiatives.”
  5. Artificial Intelligence (AI) – The digital world that we live in generates tons of data. And AI in marketing automation works to make sense of this data such that it is of use to marketers. AI could save marketers time by tracking campaigns and forecasting their outcomes, predicting consumer behaviour, creating and pushing relevant and personalised content, as well as several other essential marketing activities. And given the unlimited scope of AI, it can be tasked to replace a majority of human driven contact, thus, leaving marketers to focus on more creative pursuits. As Mike Rhodin, Senior VP, IBM Watson group, eloquently said, “The creativity and ingenuity of humans, when freed up from mundane repetitive tasks, has always led to new innovation, throughout history.”

These developments showcase the potential of marketing automation to be a game changer.

What lies ahead

Image Source: Marketo

It won’t be long before implementing marketing automation becomes standard practice, much like having a website. A cornerstone of digital marketing, marketing automation is a sound investment for any company interested in getting ahead of the curve.


  1. Martech Today
  2. LinkedIn
  3. Email Today
  4. Smart Insights
  5. Marketingmag
  6. Marketo
  7. Image Source: Cloudfront