Overcome Marketing Automation Challenges for 2015 with One Simple Word: Relevance

Overcome Marketing Automation Challenges for 2015 with One Simple Word- Relevance

What’s not to love in marketing automation?

For a fact, some businesses feel odd with the idea. They do not seem to be satisfied when they let computer software systems do their lead management for them, as though B2B lead generation is gradually losing its human face. Personalization gave itself away to synthetic emails and content – or so we are made to believe.

It is clear that marketing automation has succeeded where hands-on lead management didn’t. But this has not necessarily rung the death knell of personalization. In fact, creating tailored-messages is still top priority among many B2B companies, considering that it improves transaction and revenue rates by at least six times.

But let us be frank: personalization will continue to be a challenge in 2015. B2B buyers have become more articulate in their choice for business solutions. What’s more, businesses will need to optimize their marketing automation systems to effectively handle those pesky gatekeepers and reach intended contacts.

The idea now is to combine the human function of personalization with the analytical function of marketing software. But more than that is the need to be relevant.

Equip your staff with expertise.

Like a ship, marketing automation software should be manned only by expert hands. B2B multi-channel marketing is after all akin to maneuvering in troubled waters, where the slightest human error would result in the vessel capsizing – or in the case of B2B companies, a failure to realize important revenue goals.

Dig Deeper: Marketing Automation and Why You’ll Need a Healthy Dose of It

Aim for quality.

So, you have a bulk of leads. What are you suppose to do with them? Determine if they fit your client profiling criteria of course. You will need to single out those that do not meet your desired audience profile and track those who indicate a high inclination to purchase your product. Integrating your own set of rules in terms of finding qualified leads enhances your marketing automation program.

Deliver dynamic content.

Content is still king. But dynamic content is emperor. Using marketing automation, you can grace your customer messaging with content that fits customer preferences, taking into account the activities of your prospects and important persona data.

Dig Deeper: Integrated Campaign for UK’s Leading Workflow Automation Solution

Add value to your offers.

Nothing does keep audiences interested quite like value. Apparently, value is valuable when it comes to offering solutions to people who need them. So, whenever you are using marketing automation to initiate an email campaign, never deviate from promoting the value of your products towards our clients.


Happy Mother’s Day! Still remember what Mom taught you about Marketing?

Happy Mother’s Day! Still remember what Mom taught you about Marketing

When we were kids, we would always submit ourselves to endless tirades of life lessons from our mothers, especially when we’ve done a boo-boo. Unlike our fathers who are generally reserved, mothers like to repeat the same things over and over, and sometimes we would get tired of listening.

Of course when we’ve gotten older we gradually understand where they’re coming from. Their little nuggets of gold are the ones we shouldn’t forget no matter what kind of undertaking we pursue in our lives.

For us marketers, we need to keep the lessons from our mothers alive in our hearts so we would always maintain a certain level of tenderness and character in our business image.

Any of these common lines familiar to you?

“Do what you love to do, and give it your best.”

They always tell us to look into ourselves and discover the innermost desires of our hearts. And why not? If we’re lucky enough to end up doing what we’ve always wanted to do, it’s easier to be successful, because the passion is organic and there is joy in every step.

In business, nothing is more profound than finding excellence in doing what you do best. Whatever it is that you do for your customers, stick to it and give them the best you can offer.

“Be nice.”

Respect the elderly. Share your food. Say “please” and “thank you”. These are the lessons that only mothers can give during the earliest stages of our childhood. This is the foundation of what we are to become, and our mothers serve as a guide so we would stay compassionate towards others.

“Don’t mind the bullies.”

Our mothers would never teach us to retaliate against those who have done us harm. They would always teach us to forgive and understand even when it’s hard to do so.

Just like in business – as there will always be people who won’t be pleased no matter how good you are. Think of their feedback as something that would help you understand them better so you could improve as a service provider.

“Be grateful for your blessings.”

As kids we would often complain about something lacking in our lives, but our mothers would remind us to instead be thankful of what we have. They always instill a sense of humility and contentment so we can appreciate the good things in life rather than those that we don’t really need.

“You’re special,”

Whenever we feel like we’re insignificant and unwanted, our spirits can easily be lifted by our mothers’ reassuring words. They would tell us how our unique characteristics shape our whole being and help us stand out among a crowd of ordinaries. They would encourage us to make the most out of our rare abilities and talents so others would learn to appreciate us for who we are.

So if you feel like your business is too ordinary to be noticed by people, remember what your Mom told you –  you’re special. The question is: what is it that makes you special?


The Essential Ingredients of a Fully-Functional Marketing Plan


Strategic planning is crucial in the delivery of any responsibility within a corporate entity. Aside from outlining the specific objectives of a department, there’s also a need to align the plan with the company’s general standing and image.

Hence, there should be a lot of work that must be put into drafting and finalizing a marketing plan, which includes gathering of previous data and brainstorming over what every action should be aimed at in the future.

The key elements of a marketing plan – at your disposal – are outlined in an article at

Preparing to write

Before you begin to write, pull together some information you’ll need. Getting the information first avoids interruptions in the thinking and writing process. Have on hand:

  • Your company’s latest financial reports (profit and loss, operating budgets and so on) and latest sales figures by product and region for the current and the past three years
  • A listing of each product or service in the current line, along with target markets
  • An organization table (If you can count your employees on one hand, you can probably omit this.)
  • Your understanding of your marketplace: your competitors, geographical boundaries, types of customers you sell to
  • Ask each of your salespeople and/or customer-relations people to list the most crucial points, in their opinion, that need to be included in the coming year’s marketing plan.

Threats and Opportunities

This section is an extension of the “market situation” section, and it should focus on the bad and good implications of the current market:

  • What trends in the marketplace are against you?
  • Are there competitive trends that are ominous?
  • Are your current products poised to succeed in the market as it now exists?
  • What trends in the marketplace favor you?
  • Are there competitive trends working to your benefit?
  • Are the demographics of your market in your favor? Against you?

Goal for It
If you’re new to the marketing plan racket, how do you set a quantifiable goal? Start with your past. Review your past sales numbers, your growth over the years in different markets, the size of typical new customers, and how new product introductions have fared.

Controls: Tracking Effectiveness

To track progress on your marketing plan throughout the year, establish a regular schedule of meetings, and spell this out in writing. How will you make adjustments to your plan midstream? How will you monitor progress in sales/costs to make changes during the year? You can’t leave yourself without this capability.

Executive Summary

Put a brief summary at the front of your marketing plan binder. On a single page, sum up (with key financial numbers) in no more than a single page the contents of your marketing plan. Use bullet points, short sentences and bold type for major points, and stay focused on the big issues. What does someone have to know about your plan to have any sense of it?

Read the full post at The Ingredients of a Marketing Plan