Marketing Pilgrim's "Marketing Automation" Channel

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Three Key Job Roles to Make Your Marketing Automation Rock

teamMarketing automation is a great solution to help drive your business. Marketers need to be more accountable, engage with customers and potential buyers, and also scale their activities. They are increasingly spending more dollars on technology to support these activities, and in the near future may even out pace CIOs on technology spend.

While there is a great deal of discussion on the undeniable advantage marketing automation can provide, there has been less discussion around what that means for your team. Technology is awesome, but it really is only as good as the people who implement it and manage it on a day-to-day basis. That’s why it is important to think about your team structure when putting software systems in place.

How to Create Marketing People Love With Marketing Automation

marketingautomationThis post comes from Marketing Pilgrim’s Marketing Automation channel sponsor, Marketo.

Modern marketing in the digital age is not just about numbers and processes. Buyers, (even those empowered by easy access to information) are still humans – which means they make decisions based on emotional connections, stored memories, images and feelings more than rational evaluations.

This is about your brand in general, but there is also a strong connection to how you market your company. When a customer loves your marketing, they are more likely to love your brand – and when they love your brand, they are more likely to purchase your products and services.

To this end, I sometimes get asked, “How does marketing automation software help me to create marketing that my customers love?” Perhaps they are confused by the term automation. It has long been an imperfect term to describe what the technology does, since it brings up images of factories and machines more than lovable marketing. But in reality, I believe that marketing automation is the essential technology for creating marketing that people love.

Here’s why

How One SEO Agency Grew Their Revenue by 3,597% in Three Years

3597Nope, I didn’t make that number up—online marketing agency digitalrelevance (previously branded as Slingshot SEO) really did grow their revenue that much, that fast. Here’s how.

Aaron Aders, Jeremy Dearringer and Kevin Bailey were high school buddies in the late 1990s who used to design websites for lunch money. After going their separate ways for a few years, they reconnected professionally to form Slingshot SEO, an SEO-focused agency in Indianapolis.

They originally focused their efforts on traditional SEO services—90% of their work consist of technical website optimization. But then came the Google updates. Between Google 2009’s Caffeine, 2011 Panda and 2012 Penguin updates, the search engine giant had fixed many of the problems Slingshot SEO was trying to solve for clients. Aaron Aders, Co-founder and Market Research Director, explains, “Those three updates changed SEO forever because they overcame the search engine’s major shortcomings. We realized we couldn’t create relevant brands for our clients without expanding our definition of SEO”. With their business model quickly becoming obsolete, Aders and his team had to rethink their strategy.