The evolution of marketing platforms: From automation to journeys

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In the beginning, marketing automation platforms grew other channels and tools around their core of email marketing. The basic mode involved if/then rules: if a customer takes this action, show this response. But overlapping campaigns with if/then rules become very complicated very quickly, especially when you're talking about millions of customers, each one in a different frame of mind, and each expecting his/her own personalized experience. As a result, marketing platforms are evolving from their traditional if/then campaigns to the newer approach of customer journeys that are often guided by machine learning. It's the difference between setting up all the rules for the encounter on the one hand, B2B marketing startup YesPath CEO Jason Garoutte told me, and employing something like Netflix's recommendation engine, on the other.


What AI Can and Can't Do for Your Marketing Automation Process

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Artificial intelligence (AI) is one of the hottest frontier marketing buzzwords going today. All of these techniques have incredible implications for cost-effective scaling of marketing automation systems. However, hype may outpace application at this point. Well informed marketers understand that AI, at this point, is no silver bullet. Here are some of the applications you can improve with AI and a few things that you should not yet look for it to accomplish.


3 Marketing Automation Tools You Should Be Using to Maximize Your ROI

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You can actually obtain reviews and testimonials at the same time. Use your marketing automation software to automatically send out a customer satisfaction survey after someone makes a purchase. The survey doesn't have to be long or complicated--just as long as it asks questions that effectively capture customer sentiment. Questions to consider to gather this data are willingness to recommend, ratings or reviews and open ended customer feedback. At the end of the same survey, add a section where the customer can write a brief testimonial (if he or she chooses).


Meet SALESmanago Marketing Automation Platform

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What's on your mind when you hear the phrase "marketing automation"? Do you think of web tracking, lead scoring or maybe just email marketing? In short, marketing automation is a software platform that helps you to automate your marketing and sales processes to generate more leads and allow marketers to get their messages out to the right people at the right time. Let's shine a little light on the marketing automation, introducing you to its most important benefits. This will help you understand how automated marketing strategy can improve your business performance!


How to Balance Marketing Automation and Personalization

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The most successful sales and marketing teams find balance between inbox-clogging automated messages and old-fashioned, personalized communications. Here's how they meet in the middle to personalize the customer experience, says, Emily Muhoberac, COO at Sapper Consulting. By 2017, 67 percent of marketing leaders were already using some sort of marketing automation platform, according to Salesforce. That's good news for those who believe that cold calls and handwritten notes have gone the way of the dinosaur. Many, however, are still on the other side of that extreme, believing technology is useless compared to a personalized touch.