Marketing automation platforms (MAP) do a lot. From marketing analytics to lead nurturing, campaign management to social media integration, landing page performance, segmentation and multivariate testing, among others. Still, when it comes down to it, our panelists acknowledged that most companies only recognize MAP for its email marketing capabilities. But they were unforgiving, noting that any one who thinks MAP is only good for email marketing, is doing it wrong.
[ View the story “Q1. Marketing Automation Platforms (MAP) are by nature broad. What are your top 3 marketing automation functions?” on Storify ] Q1. Marketing Automation Platforms (MAP) are by nature broad. What are your top 3 marketing automation functions? Storified by CMSWire.com · Wed, Feb 27 2013 17:11:41
A1: So many to choose from: Marketing analytics, campaign management & prediction/ scoring. Bonus function: social integration. #CXMChatJason Miller
Q1Good question - I most value the insights that comes from things like lead management, lead nurturing, and ROI/analytics #CXMChatCoreMedia
#CXMchat Q1: top 3 functions: landing pages, campaigns, smart marketers behind the toolsIrina Guseva
Q1 With campaign management tools being a close 4th #CXMChatCoreMedia
Q1:From a WEM perspective, top MA functions: generate demand, nurture, & convert only qualified leads thru meaningful conversations.#CXMChatFrank Del Pinto
A1 Top 3: Lead Scoring, Lead nurturing, & form building. Bonus 3: activity tracking, email delivery, campaign reporting. #cxmchatAaron Dun
Q1 #segmentation (Ok they don't all have this well…) #scoring #sfdc syncing but real value is not in functions #CXMChatRoland Benedetti
Q1 Essential MAP features provide actionable insight into the motivations of prospects across the entire buying cycle #CXMChatCoreMedia
Q1 - MAP is the “Experience CRM.” Where the customer interactions are stored. The channels for this are web, email, and forms. #cxmchatDavid Hillis
A1 not a feature per se, but I think MAP is best at providing overarching structure to the digital marketing mission #cxmchatScott Brinker
Q1: Automated PPC/SEM bidding & cross-publisher optimization #CXMChatSunil Menon
Q1 @Onehippo focus is on Realtime Relevance across all channels (Persona driven), predicting behavior & great UI (focus marketeers) #cxmchatTjeerdbrenninkmeijer
Q1 MAPs that are well implemented succeed by providing a unified view of the customer experience across touchpoints, online and off #CXMChatCoreMedia
Top MA functions? Really depends on the goals and objectives of the companies using them. #CXMChatCathy McKnight
Agreed. RT @fdelpinto: Q1: top MA functions: generate demand, nurture, & convert only qualified leads thru meaningful conversations #cxmchate-SpiritNA
Q1 top3: profiling, segmenting/understanding and engagement #CXMChat Experience is where its all about, need to understand customer #cxmchatMartijn van Berkum
RT @njitram: Q1 top3: profiling, segmenting/understanding and engagement #CXMChat Experience is where its all about, need to understand customer #cxmchatFrans Verstraten
Q1: Another top Marketing Automation function is sophisticated multivariate testing & targeting #CXMChatSunil Menon
Q1 - top 3 - 1. lead scoring, 2.email marketing and 3. the people running the tools! #cxmchattrobbins
Q1. #cxmchat the point of marketing automation is to know what each customer needs, and to provide itdeb louison lavoy
A1 - big benefit in improving customer interactions across channels and ability to measure results #cxmchatDave Birckhead
Q1 I agree with everyone stressing the importance of the team behind the tools - this is the fire behind the engine #CXMChatCoreMedia
Q1 - leading nurturing combined w/ creative content; customer behavior analytics; potential for integrating MA processes w/ others #cxmchatJulie Hunt
A1. MAP features - Email + list management, lead management multichannel publishing - it's all shifting #cxmchatGavin Heaton
Q1 - However, MAP is still pretty much just as a really smart Email tool - broad, but not deep. #cxmchatDavid Hillis
RT @davidhillis: Q1 - However, MAP is still pretty much just as a really smart Email tool #cxmchat - Yes - when poorly implementedCoreMedia
@davidhillis I would disagree, depends on the product and the maturity of your implementation. #CXMChatJason Miller
I second that RT @JasonMillerCA: @davidhillis I would disagree, depends on the product and the maturity of your implementation. #CXMChatAaron Dun
-1 :) RT @davidhillis: Q1 - However, MAP is still pretty much just as a really smart Email tool - broad, but not deep. #cxmchatTom Wentworth
95% email — RT @JasonMillerCA: @davidhillis I would disagree, depends on the product and the maturity of your implementation. #cxmchatDavid Hillis
A1: All great responses, plus - Being able to walk into your CMO's office and prove the ROI of your marketing. #CXMChat #cxmchatJason Miller
Q1: Aberdeen research shows email, landing pages, and analytics/reporting top three-functions #cxmchatTrip Kucera
Q1 geesh, the functionality is varied for MAP isn't it. but it does seem email marketing is #1 use #cxmchatBarb Mosher Zinck
@bmosherzinck Q1: it is so much not only about email marketing #cxmchatRoland Benedetti
Q1 - least favorite potential direction for MA > regressing into email machine #cxmchatJulie Hunt
Email only, horribly under-utilized! RT @juliebhunt: Q1 - least favorite potential direction for MA > regressing into email machine #cxmchatAaron Dun
Q1 Top 3: Progressive Profiling, Customer Content Matching & Lead Scoring #cxmchatJonathan Agger
Q1: Segment discovery, rules-based and adaptive personalization are also important Marketing Automation functions #CXMChatSunil Menon
Q1 @forrester estimates that only about 5% of marketers use a full-featured marketing automation solution #CXMChatCoreMedia
A1 - One of the huge benefits is that good MAP will impose marketing process maturity across your silos if it's not already there #cxmchatGavin Heaton
Q1: For many companies, MAP is a Ferarri that only sees the side streets; but Best-in-Class more likely to use nurturing/scoring #cxmchatTrip Kucera
Q1 MAPs that fail focus too much on automation and standardization – to the exclusion of genuine, one-to-one relationships #CXMChatCoreMedia
Q1. Nuture campaigns, database segmentation, prospect analytics #CXMChatBryan House
Q1: The most important thing for B2B is too help find that needle in the haystack — a customer with a biz problem you can solve #cxmchate-SpiritNA
Integrating ALL communications channels is key, then matching the targets expressed preferences. #cxmchatJonathan Agger
Q1 Automation is good but tricky – it can improve efficiency, but too much can alienate you from the people you are trying to reach #CXMChatCoreMedia
Email is the king. Crucial for MAP. #Hippocms is integrating with email suites @bmosherzinck Q1 shouldn't email marketing be #1 #cxmchatTjeerdbrenninkmeijer
Soon commodity -1 RT @tbrenninkmeijer: Email is the king. Crucial for MAP. @bmosherzinck Q1 shouldn't email marketing be #1 #cxmchatRoland Benedetti
A1 just as an aside, "features" are tricky because you can check the box with very different implementations #cxmchatScott Brinker
Q1 lots of different answers, from B2B lead nurturing to email marketing. No holistic customer journey mapping for MAP? #CXMChat #cxmchatMartijn van Berkum
Agree @davidhills MAP requires some solid digital marketing skills. There's still work that needs to be done on enablement #cxmchatGavin Heaton
If you are using a marketing automation platform primarily for email marketing, you're doing it wrong. #cxmchatJason Miller
We assumed that where there was a marketing automation platform, there'd be silos. Not every one agreed with us. Any issues with data were not because they were siloed, but because they were centralized, which made it hard to know who owned the data. As well, centralized data often creates inconsistencies making it hard to improve customer experience across platforms and channels. However, some admitted if silos existed, it was due to poor organizational strategy or oversight within the platform.
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