the evolution of marketing automation
DESCRIPTION
The initial concept of Marketing Automation dates back to the mid-1990s. Designed as an evolution of traditional email-based marketing, it marked a significant change for B2B marketers. Websites were no longer considered just an online business card for companies, they were transformed into a true lead generation engines.TRANSCRIPT
Marketing Automation 2.0
the evolution of the- modern marketing platform -
years ago websites were just business cards
and sales reps were the only
people that used them
marketing relied on emails to get their message out
and they sent
lots of them
eventually we rebelled
so companies started to look for new ways to
engage with us
web 2.0 emerged and
turned sites into social and
interactive experiences
but marketers still kept sending emails that weren’t
relevant to us
so we continued
to ignore
them
email marketing needed to evolve
and marketing automation was born
marketers could now
segment their
contact lists
target visitors with relevant messages
and nurture prospects through automated programs
but it was all self promotion, and once again people got bored
marketers needed something else
So they delved into their history books
and remembered the days when marketers were great marketers
back in 1900,
Michelin, the tyre company, published a
motoring guide
it gave drivers advice oncar maintenance and
places to visit
what a great idea, that’s not selling ...
or was it?
the more miles people put on their tyres, the more often they needed new ones
and the more salesMichelin made ...
marketers once again started to generate great content
content designed to educate, engage and influence their
audience
but up to 90% of
these materials
went unused in
the fieldsource: american marketing association
businesses needed something else
so once more the tools evolved
and marketing automation 2.0
was born
it was built on content ...
... and web 2.0 philosophies
marketers could now publish catalogs of collateral
and content assets
they could embed videos, white-papers and interactive
content instantly into their landing pages
and they could track how often they were used, and how well they converted
sales reps could find content, share it with prospects, and
monitor its use
partners once again felt loved...
they could learn through the content, and use it in their own
campaigns
and visitors could engage, interact and share content
with their friends
so why don’t you ...
convert more
leads with your
marketing content
enable your sales reps with the content
they need to become
trusted advisors
evangelize your partners through content that sells
empower your
customers to tell your
story
Marketing Automation 2.0 is here today ...
Visit
www.prospecteer.com
to see for yourselfall images used in this presentation are property of their respective copyright holders