Marketers have a plethora of diverse marketing technologies to help with advertising, social media, operations and other aspects of their job. The overwhelming abundance of marketing technologies pulls marketers in different directions. It’s often times helpful to take a step back, re-focus and look at marketing technology from a 10,000 foot view. Scott Brinker, www.chiefmartec.com, created a diagram of the various marketing technology groups. We thought we’d share it with you. Scott groups marketing technologies into three domains:
• External promotion (orange) such as advertising and social media marketing • Customer experience (blue) that you operate and control, such as your website • Marketing management (green) that runs the organization behind the scenes
Where does Lead Liaison fit into this diagram? The toughest part is sticking our software into a box. We’re not just a single product or technology, rather – a platform. Our revenue generation software overlaps with marketing automation, email marketing, landing pages and micro sites, sales automation and business intelligence to improve customer experience and facilitate marketing management. As our platform evolves we’ll likely leverage core feature sets from other marketing technologies to continue to expand our platform while enhancing our value to sales, marketers and executives.
Earlier this week we published a blog post entitled “marketing automation challenges – avoiding status quo”. Our second post in the marketing automation challenges series covers new marketing technology. The primary challenge marketer’s face in adopting new marketing technology is lack of awareness. Marketers need to know that new marketing technology exists that represents today’s minimum marketing requirements.
Let’s begin by comparing old marketing technology with new marketing technology. The marketer using old marketing technology feels their “batch and blast” email program works just fine. They use the email program to send the same email bi-weekly, monthly, quarterly or bi-annually to their entire database. They track opens and clicks to measure campaign effectiveness. Sadly, they feel this is adequate.
Conversely, the modern marketer uses new marketing technology to communicate with prospects and customers. The modern marketer uses marketing segmentation and sends tailored email communications to related groups within their database on behalf of sales (appearing to come from the sales person). They schedule a series of relevant email communications and track how recipients respond and interact over time. They setup optimized landing pages and use lead tracking technology for lead capture. Finally, their new marketing technology automatically qualifies leads for sales and alerts sales when a hot lead is ready to buy.
Additionally, the modern marketer integrates newsletters, testimonials, content libraries, events and more into their company’s website and uses landing pages and other opt-in strategies to grow a segmented database.
Are you a marketer using old or new marketing technology? Below is a table that further compares old marketing technology to new marketing technology. Lead Liaison provides new marketing technology that transforms Flinstone marketers into Jetson marketers. Please ping us if you’re still in the Flinstone era!
Comparing Old to New Marketing Technology:
Old Marketing Technology
New Marketing Technology
“Batch and blast” email marketing tool
Intelligent, closed-loop email marketing
Communication to a single database of contacts
Ability to quickly and easily segment database by various parameters such as demographics, company information and interests
Leave contacts that have hard bounces in their database
Marks the contact as “graveyard” status and/or adds “email opt-out” automatically to the record
Automatically opt-in contacts to their batch and blast email
Uses landing pages, web forms, email campaigns and email client plug-ins to opt-in contacts
Manually pull reports to count opens and link click through
Real-time updates of whose interested and when. Tracks current and future page views to build a prospect profile and prepare sales
Subjectively qualifies leads
Uses automated lead scoring technology to find only the hottest leads ready to speak with sales
Uses google analytics to measure website traffic
Uses real-time lead tracking technology to identify businesses and people visiting your site
Relies on web forms to capture information
Uses real-time lead tracking technology to capture web form submissions as well as general website visits
Has no way of auto-responding to leads
Uses intelligent automated campaigns to send relevant, personalized and automatic email communications based on a prospects interaction with your website and marketing content
Consults a web master or IT group to build a landing page or web form
Marketers do it themselves using PowerPoint-like tools to visually build web forms and landing pages in minutes
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