Top Marketing Automation Learning Resources: 50 Stellar Blogs, Articles, Guides, Webinars, and More
According to Techopedia, marketing automation is “the use of software or Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.” Typically, marketing automation enables companies to better manage Web-based marketing processes and gives organizations the ability to evaluate customer data, measure conversions, review traffic statistics, interact with customers, and deliver more personalized marketing content taking all of those factors into consideration. Some crucial marketing automation software features include marketing intelligence, workflow management, lead management, marketing campaign creation and monitoring, and many others.
But, don’t think that marketing automation takes the place of a marketing professional; instead, marketing automation is a tool used by marketers to increase conversion and closure rates by helping those professionals work more efficiently. Marketing automation nurtures prospects and leads to more long-term relationships, which is why marketing automation is a key component of CRM. In fact, marketing automation helps marketing professionals strengthen communication with prospects and customers by providing multiple touch points and marketing channels such as social media, email marketing, and content marketing.
To help you gain a better understanding of marketing automation and the best practices associated with it, we at Docurated have rounded up our top picks for online marketing automation learning resources. These resources come from top marketing professionals, marketing automation software providers, and other thought leaders who have expertise and experience with marketing automation. Our top marketing automation learning resources cover everything from articles and blogs to webinars and videos. Please note that, while we have listed our top marketing automation learning resources below, in no particular order, we have included a table of contents to make it easier for you to jump to the resources categories that are of most interest to you.
Econsultancy publishes independent research, analysis, and tips on digital marketing, social media, and more for business. Christopher Ratcliff, current editor of Methods Unsound and former deputy editor of Consultancy, wrote What Is Marketing Automation and Why Do You Need It? for Econsultancy. One of our top marketing automation learning resources, the article provides an in-depth overview of marketing automation and includes everything from a history of it to specific examples of it, complete with screen shots.
Three key points we like from What Is Marketing Automation and Why Do You Need It?:
- Marketing automation has evolved in large part to the vast amount of data on customers through digital and offline channels
- Dynamic personalization and email communication are direct results of marketing automation
- Marketing automation no longer is available only to the largest, most successful businesses; third-party suppliers are making marketing automation software more available to B2C and B2B companies of nearly all sizes
Founder and CEO of PR 20/20, Paul Roetzer wrote this marketing automation article for Content Marketing Institute to help readers better understand how marketing automation expands the impact of and increases the value of content. He highlights 15 technical benefits of marketing automation that help companies support and streamline their essential content processes.
Three key points we like from 15 Ways Marketing Automation Can Maximize Your Content’s ROI:
- Marketing automation makes tasks such as content management, list segmentation, lead scoring and nurturing, A/B testing of website pages, and offers, email marketing, and performance measurement and reporting more efficient
- Marketing automation tools define quality leads’ characteristics and behaviors and then score leads while they move through your funnel
- Marketing automation streamlines your social content processes, enabling companies to schedule a range of social updates for promoting content
Web Marketing Today offers insights and analysis for businesses. Paul Chaney, the editor of Web Marketing Today, offers 10 reasons small businesses should be utilizing marketing automation, because marketing automation is not just for large companies anymore.
Three key points we like from 10 Reasons to Use Marketing Automation:
- Marketing automation combines customer acquisition and retention channels to save time when completing marketing tasks
- Marekting automation creates touch points and supports the customer journey
- Marketing automation simplifies the process of tracking, nurturing, and qualifying leads
eMarketer provides research for marketing in today’s digital world. Their marketing automation article, What Are the Benefits of Marketing Automation?, explores the advantages of using marketing automation. The article cites improved lead management as a top benefit of automating marketing.
Three key points we like from What Are the Benefits of Marketing Automation?:
- Worldwide marketing automation software revenues will grow to $5.5 billion by 2019, up from $3.65 billion in 2014
- Marketing automation increases organizations’ efficiency and streamlines both the marketing and sales processes
- Marketers using marketing automation see shorter sales cycles and close deals more quickly
Content4Demand specializes in e-media and custom content solutions. As content experts, Content4Demand understands the value of marketing automation, and their marketing automation article highlights an Ascend2 survey that asserts marketing automation is a mainstream technology, as only 7% of firms surveyed do not have plans to deploy a marketing automation platform (MAP). The article also explores the fact that marketers point to a lack of an effective strategy as the top challenge in implementing a MAP.
Three key points we like from Strategy: The Missing Link for Marketing Automation Success:
- Creating a marketing automation platform implementation strategy is easier when done in incremental steps
- Companies that are most successfully using marketing automation develop a strategy for implementing their MAP prior to implementation
- Marketing automation often identifies weaknesses in marketing departments and organizations, such as limited visibility into buyer behavior and preferences
Mike Templeman, founder of Foxtail Marketing, is a Forbes contributor who writes about startups, scaling service based on businesses, and marketing. In this marketing automation article, Templeman explains that the most significant difference between marketing automation software is the amount of focus they place on automation actions. This means that companies looking to invest in a marketing automation software solution should consider which marketing automation actions are most valuable to their business goals.
Three key points we like from Which Marketing Automation Software Is the Best?:
- There are dozens of factors that go into choosing a marketing automation software
- Most marketing automation software solutions simplify the tasks of scheduling email, segmenting contacts, automating social media posting, managing content, and tracking the lifecycle of customers in marketing funnels
- It is important for companies to choose a marketing automation software solution that is best suited to their size and budget
Wishpond digital content marketer Claire Grayston cuts right to the chase with her marketing automation article: rather than tout all of the benefits of using marketing automation, she offers 33 statistics that prove companies should implement a marketing automation system. Her statistics cover adoption, usage and challenges, features and criteria, and benefits of marketing automation.
Three key facts we like from The 2015 State of Marketing Automation: The 33 Statistics You Need to Know:
- Marketing automation will be amongst the most piloted marketing technologies of 2015
- Industries with the highest adoptions rates of marketing automation are software and internet, telecommunications, computer and electronics, health and pharmaceuticals, and business services
Co-founder and CEO of Infer, Vik Singh offers his insight on marketing automation in this article for TechCrunch. In his marketing automation article, Singh explores David Raab’s finding that nearly 70% of marketers are unhappy or only marginally happy with their marketing automation software, despite the fact that there are major potential benefits of automating marketing.
Three key points we like from The Future of Marketing Automation:
- Marketing automation software often creates complex and fragile workflows that become “bloated from trying to do too much”
- Marekting automation platforms need to provide scalable, lightning-fast, and responsive database and workflow systems that are thinner and optimized for tracking data about lads and customers
- A new generation of marketing automation software may be predictive-first, deliver full-circle recommendations, and embrace open platforms
Michael Litt, co-founder and CEO of Vidyard, explains in this Marketingland marketing automation article that video offers marketers “powerful insights about customers.” And, Litt makes the case for integrating video into marketing automation platforms as a result.
Three key points we like from Why You Need To Make Video Part of Your Marketing Automation Strategy:
- Video allows marketers and customers to gather non-verbal cues and understand more about one another
- Video makes it easier to collect information and then target the right people at the right time, based on their interactions with content
- Marketers get powerful insights when they know which customers click the play button and whether they turned off the video, skipped ahead, watched from beginning to end, or rewatched certain sections
Stephanie Miller, CMO at New Food Economy and CRM and digital content marketer, wrote this ClickZ marketing automation article to offer tips for utilizing cloud-based software that merges CRM functionality with marketing automation. She explains that such software generates effective and efficient integrated marketing solutions.
Three key points we like from CRM Is Branching Out To Include Marketing Automation:
- Integrated marketing solutions help marketers connect data between CRM and marketing automation software solutions
- A Capterra study predicts that current CRM vendors will offer integration, marketing automation, and analytics
- Marketers are becoming key decision makers when it comes to choosing CRM solutions, because they want a blend of marketing automation, segmentation management, social analytics, audience insights, and other features that track marketing qualified leads through the entire cycle
Oracle Marketing Cloud is an enterprise marketing solution integrating cross-channel, content, and social marketing with data management. This marketing automation post from their Modern Marketing Blog recognizes that implementing marketing automation solutions requires buy-in from marketing, sales, and IT and requires a genuine effort by marketers to implement marketing automation best practices. In the article, author Alp Mimaroglu, marketing luminary at Symantec, highlights 10 rookie mistakes to avoid for properly implementing marketing automation.
Three key points we like from Avoid These 10 Marketing Automation Rookie Mistakes:
- Accept that marketing automation implementation is not easy and be prepared to enlist the services of an expert as needed
- Do not approach marketing automation as a “glorified email-sending machine”
- Properly integrate marketing automation with your CRM
Jonny Ross, social and digital marketing and organic search specialist, is the author of 4 Creative Uses of Marketing Automation, a Search Engine People marketing automation article. Ross explains that marketing automation saves businesses time and money, but it also improves business relations and customer experience when it is used creatively. He offers four tips for creative marketing automation usage.
Three key points we like from 4 Creative Uses of Marketing Automation:
- Include algorithmically-suggested marketing content in your blog posts
- Use automated marketing to predict customers’ needs
- Utilize automated marketing to analyze customers and determine which provide you with the most business
Scott Brinker, co-founder, president, and CTO of ion interactive, is the author of the Chief Marketing Technologist Blog. Chief Marketing Technologist Blog centers on marketing technology’s impact on marketing strategy, management, and culture, and it contains a wealth of information relating to marketing automation.
Three posts we like from Chief Marketing Technologist Blog:
- Integrating Marketing Technologies? That’s the Easy Part
- Marketing Technology? Digital? It Should Be #HumanFirst
- Only 9% of Marketers Have a Complete, Fully Utilized Martech Stack
Craig Rosenberg, co-founder and chief analyst at TOPO, is known for his sales and marketing insights. He also is the man behind The Funnelholic, a marketing automation blog. The blog offers The Funnelholic Project and Funnelholic TV, as well as posts on sales and marketing.
Three posts we like from The Funnelholic:
- Key Findings from 6.4 Million Sales Emails
- Understanding the Data Optimization Cycle
- Where Deals Go to Die: 5 Sales Administration Steps You Should Automate Today
Marketo is one of the kings of customer engagement, and the Marketo Blog is a tremendous marketing resource, covering topics from digital marketing to lead scoring. With more than 140 marketing automation posts, the Marketo Blog is one of the most comprehensive marketing automation blogs on the Web.
Three posts we like from Marketo Blog:
- 4 Ways That Financial Services (and Other Small Teams) Can Use Their Size to Their Advantage
- I’ll Be Back! Thinking of Marketing Automation in Terms of the “Terminator”
- How 3 Core Shifts in Marketing Automation Can Transform Your Business
Silverpop is an IBM company offering a cloud-based digital marketing solution. The Silverpop Blog is all about email, marketing, and automation, and covers topics such as trends, social, email marketing, data and segmentation, and more. But, its the posts on marketing automation that we find especially helpful and informative.
Three posts we like from Silverpop Blog:
- 4 Marketing Automation Lessons I’ve Learned in the Past Year
- 5 Ideas for Closing the Customer Experience Gap
- 3 Tips for Incorporating Social into Your Overall Marketing
Principal of Raab Associates, Inc., David Raab is a marketing technology and analysis consultant. His blog, Customer Experience Matrix, features content dating to 2006 and includes posts on marketing, customer experience, and more topics relating to marketing automation.
Three posts we like from Customer Experience Matrix:
- Does Future Marketing Technology Require Perfect Data?
- EverString Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution
- Marketing Technology of the Future: Beyond the Customer Data Platform
Part of the Salesforce family, Pardot is B2B marketing automation that helps users accelerate the pipeline and drive sales. The Salesforce Pardot Blog is a comprehensive B2B marketing resource rife with marketing automation blog posts.
Three posts we like from Salesforce Pardot Blog:
- How to Plan for Success with Marketing Automation
- How to Use Marketing Automation with a Small Marketing Team [Expert Interview]
- How to Get the Most Out of Marketing Automation & Your CRM [Expert Interview]
Act-On Software is a leading marketing automation provider for SMBs. Their Marketing Action Blog offers “ideas you can act on” and is a treasure trove of marketing automation information, including posts about effective email subject lines, marketing automation statistics, the best course of action for preparing for marketing automation, and more.
Three posts we like from Marketing Action Blog:
- Expand Your Global Reach with Marketing Automation
- 87 New (Really) Marketing Automation Stats
- How Do I Prepare for Marketing Automation?
The team at Marketing Automation Times covers all things marketing automation. Their posts offer insight from marketing automation conferences and events, the effects of marketing automation, and CRM/marketing automation integration.
Three posts we like from Marketing Automation Times:
- 4 CRMs That Integrate with Marketing Automation
- Marketing Automation May Help CMO Tenure
- Marketing Automation Solutions Ranked by G2 Crowd
A modern marketing solution, Oracle Marketing Cloud integrates cross-channel, content, and social marketing with data management for the enterprise. The Modern Marketing Blog is Oracle Marketing Cloud’s marketing automation blog with posts in several key categories, including mobile marketing, social marketing, CMOs, and more.
Three posts we like from Modern Marketing Blog:
- The 3 Biggest Problems with Lead Nurturing
- The CMO Technology Conundrum and How To Solve It
- Take Marketing Automation Further and Automate Lead Distribution
HubSpot, the world’s leading inbound marketing and sales platform, offers several blogs, including their Marketing Blog. Easily searched and containing hundreds of posts, the HubSpot Marketing Blog contains a wealth of information about marketing automation, from guides to case studies and everything in between.
Three posts we like from HubSpot Blogs: Marketing:
- Is Marketing Automation Worth the Hassle? New Data Raises Questions
- 5 Dangerous Myths About Marketing Automation
- 10 Tips on Making Your Marketing Automation Less Robotic
Unbounce helps marketers build, publish, and A/B test landing pages without needing IT professionals to help. Their Landing Page and Optimization Conversion Blog offers advice on marketing campaigns from leading experts, and their marketing automation posts include some of the latest trends and tips in marketing automation.
Three posts we like from The Landing Page and Optimization Conversion Blog:
- How Google’s Customer Match and Instagram Ads Are Rewriting the PPC Playbook
- How This Agency Used Personalization to Land Their Client $21,000 in New Business
- No Email Marketing Strategy is Complete Without These Two Tactics
MarketingTechBlog is a marketing resource for learning how to use marketing technology efficiently and successfully. A trusted source for the latest marketing automation information and tips, MarketingTechBlog features content that is up to date and valuable for marketers looking for marketing automation learning resources.
Three posts we like from MarketingTechBlog:
- The Current State of B2B Marketing Automation
- 14 Different Terms Used Across Marketing Automation Platforms
- 4 Elements to Drive Lead Generation with Marketing Automation
VentureBeat is known for delivering the news that matters most in the tech business world. Their blog features marketing automation content from thought leaders and experts in marketing and is sure to help you learn more about marketing automation.
Three posts we like from VentureBeat: Marketing Automation:
- StrongView and Selligent Merge, Addressing Need for B2C Marketing Automation
- Fishpond Goes “Free Forever” To Shake Up Marketing Automation
- Changing Channels: The Right Approach to Multichannel Marketing Automation
CloudKettle provides CRM, marketing automation, online advertising, and operations consulting services to organizations in need of increasing their sales pipelines. Their marketing automation eBook, The Marketing Automation Guide: How to Turn Website Traffic into Qualified Leads, is a great guide for marketing automation beginners who are looking for a way to get started with marketing automation.
Three key topics we like from The Marketing Automation Guide: How to Turn Website Traffic into Qualified Leads:
- What must come before marketing automation
- Choosing the best marketing automation platform
- Advantages and disadvantages of using marketing automation
Cost: FREE with email registration
BostonLogic focuses on helping real estate offices run their businesses efficiently and successfully enough to grow by offering an integrated marketing platform and online marketing services. Their marketing automation eBook is specifically for those in real estate who are looking to increase their productivity.
Three key topics we like from Real Estate Marketing Automation:
- How marketing automation works for real estate companies
- The critical nature of segmenting email marketing campaigns
- Maintaining relationships through automated follow-up and market insights
Cost: FREE with email registration
MyCustomer.com provides news and advice on CRM, customer service, and social CRM. Their marketing automation eBook, Marketing Automation: The Ultimate eBook, really is a guide and eBook in one, and it is intended to be a guide for using technology to meet marketing goals.
Three key topics we like from Marketing Automation: The Ultimate eBook:
- Selecting, implementing, and optimizing marketing technology
- Adopting a strategic approach to marketing automation
- Measuring marketing automation success
Advertising Age, a leading global source of news, intelligence, and conversation for marketing and media communities, offers this guide to marketing automation. The CMO’s Guide to Marketing Automation contains everything CMOs need to know about the fast-growing world of marketing automation.
Three key points we like from The CMO’s Guide to Marketing Automation:
- Automation platforms influence buyers before they contact sales reps, in B2B marketing situations
- The power of marketing automation lies in its ability to adjust messaging based on the prospect’s location in the buying process
- Marketing automation, when it works well, automatically personalizes content to prospects and customers
Marketo strives to help marketers master digital marketing as both an art and a science through technology innovation and expertise. Their guide to marketing automation, The Definitive Guide to Marketing Automation, is a robust resource that is appropriate for marketing automation beginners as well as those with a basic understanding of marketing automation.
Three key points we like from The Definitive Guide to Marketing Automation:
- Marketing automation enables marketers to nurture relationships with leads that are not ready to buy
- Marketing automation encompasses email marketing, landing pages, campaign management, social marketing, CRM integration, and much more
- Marekting automation requires a strategy for reaching out to prospects and customers at the right time with the right information
Cost: FREE with email registration
Author or HubSpot’s guide to marketing automation, What is Marketing Automation? A Beginner’s Guide, Alyssa Rimmer is director of marketing for inbound marketing agency New Breed Marketing, a HubSpot partner. Her guide is an in-depth introduction to marketing automation for beginners.
Three key points we like from What is Marketing Automation? A Beginner’s Guide:
- Marketing automation software solutions make marketers more effective marketers
- Marketing automation has the most impact on conversion and closure
- With marketing automation, marketers nurture leads throughout the buying process by delivering highly personalized content
Maybe you’re interested in learning more about marketing automation because you want to purchase a marketing automation platform. Marketing Land’s marketing automation guide is a guide to purchasing the marketing automation platform that is best suited to B2B marketers.
Three key points we like from B2B Marketing Automation Platforms 2015: A Buyer’s Guide:
- B2B marketers are turning to marketing automation platforms to better manage “complex, multi-touch buyer ecosystems”
- Marketing automation platforms are evolving from email marketing to a focus on integrated marketing functionality that includes multichannel data collection and storage, campaign development and execution, and ROI analysis with reporting
- Marketing automation may come with its own challenges, including complicated implementation and onboarding, misuse of the platform so that it becomes a glorified email marketing tool, and employee resistance to changing marketing processes
From Marketing Profs’ senior content writer and opinion editor Veronica Jarski, The Rise of Marketing Automation is a blog post containing an infographic from Marketing Automation Insider that explores the rise and popularity of marketing automation. The infographic is interactive and leads to much more marketing automation information.
Three key facts we like from The Rise of Marketing Automation:
- Marketing automation has grown from $225 million to more than $1.65 billion in the past 5 years
- More than 142,000 businesses use marketing automation software
- Businesses utilizing marketing automation software see an average of 451% increase in qualified leads, 14.5% increase in sales productivity, and 12.2% reduction in marketing overhead
Senior content strategist at Pardot, Jenna Hanington specializes in content creation and copywriting. She shares 10 critical statistics on marketing automation, based on top-performing companies that leverage marketing automation, in her blog post and infographic.
Three key facts we like from 10 Must-Know Marketing Automation Stats:
- Triggered email messages average 70.5% higher open rates and 152% higher click-through rates than typical marketing messages
- 70% of top-performing companies have been utilizing marketing automation for more than two years
- 53% of marketers report that continued communication and nurturing of existing customers leads to moderate to significant revenue impact
Uberflip content marketer and editor Braveen Kumar’s marketing automation infographic explores the growth of marketing automation and the future potential of marketing automation platforms to help marketers even more in years to come. With key statistics and comments from leading marketers, The Marketing Automation Revolution is a marketing automation infographic filled with insightful content.
Three key points we like from The Marketing Automation Revolution:
- Marketing adoption rates are rising, but “there’s still room to grow for both the technology and its users”
- “The evolution of marketing technology is not winding down. It’s heating up.” ~ Scott Brinker
- “Tomorrow’s platforms will be more intelligent and thinner, plugging in many small specialized applications.” ~ Vik Singh
As a contributor to Entrepreneur, TechnologyAdvice content manager Zach Watson shares the four elements driving results with marketing automation for generating leads: collaboration with sales, email drip campaigns, landing pages, and personalization and A/B testing. The infographic was created by TechnologyAdivce, a company providing resources for buyers and sellers of business technology.
Three key facts we like from 4 Ways to Generate Leads Using Marketing Automation:
- Marketers cite generating more leads as the greatest benefit of marketing automation
- Lead scoring can generate a 20% increase in sales opportunities
- Marketing automation used in conjunction with landing pages results in conversion rates as high as 50%
Adecco USA partners people with businesses, so they know a thing or two about marketing, marketing ROI, and marketing automation. Their marketing automation infographic, Infographic: Making Marketing Automation Work for You, offers an overview of how marketing automation works and, more specifically, how to make it work for your business.
Three key facts we like from Infographic: Making Marketing Automation Work for You:
- Marketing automation has seen the fastest growth of any CRM-related segment in the last five years
- 75% of companies using marketing automation are likely to see ROI within one year of implementation
- Marketing automation benefits include customizable content, individualized website tracking, social media integration, improved lead management, and more
Mainstreethost is a digital marketing agency out of Buffalo, New York, that focuses on SEO, paid search, content marketing, and more. Mainstreethost Blog author Kathryn Wheeler is the graphic designer at Mainstreethost who created this marketing automation infographic, which features seven marketing automation facts featuring information from HobSpot’s marketing statistics.
Three key facts we like from 7 Facts About Marketing Automation:
- Companies automating lead management see a 10% greater increase in revenue in in 6-9 months than those that are not automating lead management
- Businesses using marketing automation for nurturing prospects experience a 451% increase in qualified leads
- Only 33% of companies using both CRM and marketing automation said they integrate well
In a SlideShare presentation presented by MarketingProfs, marketing automation experts Michael Berger, director of product marketing at Marketo, and Lauren Brusker, senior manager of demand generation at NetProspex, share their tips on choosing the right marketing automation vendor.
Three key topics we like from Marketing Automation: Starting, Switching, and Making It Sing:
- The proper steps to take when installing a new marketing automation platform
- Implementing key reports for measuring the ROI of your marketing automation platform
- Give yourself three years with your new marketing automation platform
A B2B digital marketer who currently is vice president of marketing at Diamond Mind, Holger Schulze offers this SlideShare presentation reporting on marketing automation trends. He explains that more B2B marketers are adopting technology such as marketing automation software for generating more leads, improving marketing productivity, and increasing conversion rates. Schulze’s information represents the wisdome of more than 50,000 surveyed B2B marketers in the B2B Technology Community on LinkedIn.
Three key facts we like from Marketing Automation Report:
- Critical marketing automation features include lead nurturing, integration with CRM, social media, and mobile platforms, and analytics and reporting capabilities
- Three common obstacles to effective use of marketing automation are budget constraints, lack of skilled employees, and poor contact database quality
- 53% of B2B marketers actively use marketing automation
Salesforce is the solution for connecting businesses to customers in new ways. Their marketing automation SlideShare presentation shares 20 “incredible” statistics about marketing automation’s effectiveness, adoption, and growth, in light of the fact that marketing automation adoption is on the rise.
Three key facts we like from 20 Incredible Marketing Automation Stats:
- 25% of B2B Fortune 500 companies already use marketing automation
- 76^ of the world’s largest SaaS companies already use marketing automation
- Companies excelling at lead nurturing generate 50% more sales-ready leads at 33% lower cost
Kentico offers digital marketing “with much more drag-and-drop ease.” Their marketing automation video, What Marketing Automation Is & How to Use It, is seven minutes long and is available on YouTube; the video is perfect for beginners and gives a thorough overview of marketing automation.
Three key ideas we like from What Marketing Automation Is & How to Use It:
- Marketing automation makes online marketing and sales more efficient, as it automates processes to interact with website visitors, leads, and customers
- Lead nurturing and customer engagement activities are two hallmarks of marketing automation that lead to more customer satisfaction
- Combining marketing automation and personalization allows companies to automate great user experiences and to make visitors’ website interactions more personal
Dayna Rothman, author of Lead Generation for Dummies and director of content at Everstring, created The Dawn of Marketing Automation, a marketing automation video available on the Marketo blog. The video explores the history of marketing automation and the reasons for its rise in popularity.
Three key points we like from The Dawn of Marketing Automation:
- Marketing automation is a solution that helps marketers and salespeople plan, execute, scale, and measure marketing transactions more precisely
- As the demands of modern marketing change and buyers have access to necessary purchase information, marketing is addressing the challenge posed by more informed prospects by nurturing relationships with early-stage prospects
- Most marketing automation software is sold as a SaaS solution so that marketers can access tools in their browsers without the help of IT
Co-founder of Marketo and current CEO and co-founder of Engagio, John Miller is a marketing speaker and blogger, entrepreneur, and adviser. In his session from Marketo Summit 2013, Miller gives an overview of marketing automation and explains how to determine whether it is a good fit for your company.
Three key topics we like from Definitive Guide to Marketing Automation:
- Marketing automation introduction and explanation
- Email versus marketing automation
- Making a business case for marketing automation
Jon Miller, co-founder of Marketo, and Rand Fishkin, CEO of Moz, team up to share their expertise on marketing automation and inbound marketing in this nearly hour-long video, available on YouTube. The video explains how marketing automation and inbound marketing work together to drive revenue.
Three key topics we like from 10 Ways Marketing Automation and Inbound Marketing Work Together: Marketo & Moz:
- Today’s digital buyers have more access to information than they ever have before
- Buyers use the information they gain through mobile and social means to take control of the buying process and delay engagement with sales until later in the buying process
- Today’s buyer want to be 60-90% through the buying process before engaging with sales
Helen Huynh is an applications sales manager at Oracle Marketing Cloud and is The One Minute Marketer on YouTube. Her marketing automation video, What is Marketing Automation… in 60 Seconds, provides a surprisingly thorough overview of marketing automation, despite its impossibly short length of time.
Three key ideas we like from What is Marketing Automation… in 60 Seconds:
- Marketing automation is all around consumers, whether they realize it or not
- Marketing automation enables companies to create personalized, one-to-one experiences on a mass scale
- Get the right information to the right person at the right time with marketing automation
Act-On Software shares this marketing automation video, The 411 on Marketing Automation, to show marketers how marketing automation addresses their need for more measurable, qualified, sales-ready leads.
Three key points we like from The 411 on Marketing Automation:
- Marketing automation software solutions provide marketers with a single dashboard for managing all of their marketing campaigns and the vast amounts of data they have on prospects and customers
- Marketing automation enables companies to have a steady stream of leads, to convert leads into customers, and to measure everything necessary
- Marketing automation software tools allow marketers and salespeople to work collaboratively
MarketingSherpa delivers practical research and case studies on the most successful marketing strategies and plans today for B2B and consumer marketing professionals. Their marketing automation webinar, Marketing Automation: 200% Increase in Lead Volume, features Daniel Burstein of MECLABS and Keith “KC” Lincoln of SmartBear Software.
Three key points we like from Marketing Automation: 200% Increase in Lead Volume:
- Marketing automation improves the effectiveness of marketing strategies
- It is most beneficial when companies choose a marketing automation software solution that offers tight integration with existing CRM systems
- Marketing automation is one of the best strategies for generating leads
CU Grow helps banks and credit unions grow by simplifying digital marketing. CU Grow CEO James Robert Lay and CU Grow Chief Content Officer Jonathan Lay are the speakers in this CU Grow marketing automation webinar, which explains marketing automation’s place in digital marketing and lead generation for the “humanized digital economy.”
Three key topics we like from 7 Ways Credit Unions and Banks Can Use Marketing Automation for Digital Lead Generation:
- 57% of credit unions and banks considered automating digital member communication a key priority in 2014, but only one in five have adopted a marketing automation tool
- Email marketing automation has several benefits
- Marketing automation is more than a tool, and it does have some pitfalls if not implemented correctly
Cost: FREE with email registration
A Salesforce partner since 204, Magnet 360 focuses on CRM and multichannel marketing, providing “engagement for outcomes.” Their marketing automation webinar, Magnet 360 Webinar: Marketing Automation Demystified, features speakers Scott Litman, Magnet 360 managing partner, and Adam Postelnek, Magnet 360 manager of marketing services, and considers marketing automation from a variety of angles.
Three key ideas we like from Magnet 360 Webinar: Marketing Automation Demystified:
- Marketing automation and the capabilities for email, mobile, push, social, web, and more
- Marketing automation integration with CRM and the benefits of sales and marketing alignment
- The marketing automation journey and the ways in which organizations position themselves for success
Cost: FREE with email registration
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