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What's the difference between CRM, marketing automation and DMPs?

What's the difference between CRM, marketing automation and DMPs? | The MarTech Digest | Scoop.it
From econsultancy.com - February 8, 2017 10:30 AM
Using a slightly dry but useful typology model, we can look at the various development stages of CRM.

  • Operational CRM: 'reengineering the customer-facing business processes and systems to ensure the efficiency and accuracy of day-to-day operations across sales, marketing and customer service'.
  • Analytical CRM: Storing, extracting, interpreting and reporting on customer data - to optimise business decisions and support customer-centricity.
  • Collaborative CRM: 'integration of the front- and back-office processes that combine to support customer interactions.'
  • Social CRM: Deliver a consistent customer experience across social media, using analytics to support customer conversations and response handling. Integration of social data with broader CRM.
Marteq's insight:

CT for the CRM v MA and CRM v DMP.

 

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Marketing Automation and CRM Integration: You’re Doing It Wrong! - ClickZ

Marketing Automation and CRM Integration: You’re Doing It Wrong! - ClickZ | The MarTech Digest | Scoop.it
From www.clickz.com - September 23, 2015 9:52 PM
Integrating MAP technology with a CRM system is essential for having an efficient marketing automation structure. However, there are three glaring errors too many marketers seem to make.


marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. 

Marteq's insight:

These are three from a canyon of pitfalls from MA implementation.

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CRM Is Branching Out to Include Marketing Automation - ClickZ

CRM Is Branching Out to Include Marketing Automation - ClickZ | The MarTech Digest | Scoop.it
From www.clickz.com - August 12, 2015 8:36 PM

"CRM is really a robust customer database and a foundational element of marketing. Yet, many marketers don't actually have a formal CRM solution. A recent study from Capterra, which connects buyers with software vendors through an online forum, found that only 18 percent of retailers surveyed use a CRM solution. This was nearly twice as high a percent as the next category, business services (10 percent). Interestingly, the study found that more CRM users work for B2C businesses (60 percent) than B2B firms (55 percent).


The study found that most companies invest in CRM early in their business life, but usually as a sales database (80 percent) as opposed to a marketing solution (46 percent) or customer service tool (44 percent). About half of the study's respondents adopted a CRM solution when they had fewer than 50 overall employees, and 65 percent had about 100 customers. Fewer than half (about 44 percent) in the study are integrating their CRM system with a marketing automation solution.


Marketers who do use CRM solutions want more. Capterra's report found that marketers are having an increased influence on which CRM solution is chosen. They are looking for a blend of marketing automation, segmentation management, social analytics, audience insights, and salesforce automation that tracks marketing qualified leads through the entire cycle. Firms like Infusionsoft, Marketo, and HubSpot are all moving in this "blended" direction."


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The Dynamic Duo - Marketing Automation and CRM Platforms [Infographic] - B2B Infographics

The Dynamic Duo - Marketing Automation and CRM Platforms [Infographic] - B2B Infographics | The MarTech Digest | Scoop.it
From infographicb2b.com - March 9, 2015 9:06 PM

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

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Data Accuracy’s Impact on the Marketing Automation Space - 1to1 Media

Data Accuracy’s Impact on the Marketing Automation Space - 1to1 Media | The MarTech Digest | Scoop.it
From www.1to1media.com - September 27, 2013 7:16 AM
Though CRM and marketing automation systems have become commonplace, many companies have yet to successfully employ these tools to their benefit.


Key excerpt...


According to 72 percent of those polled, accuracy remains the most attractive element of any sales intelligence tool. However, data accuracy also happens to be the primary challenge companies struggle with when it comes to their automation system and determining marketing ROI and sales productivity. In many instances, organizations put sales representatives in charge of data cleansing, yet 46 percent of respondents say doing so leads to more than half of their database being inaccurate. This technique, combined with the inability to segment based on current technologies deployed (61 percent), truly limits a company's capacity to target potential clients and make strategic plays to displace an organization's current vendor choice. Marketers and IT professionals require high quality lead and contact data in order to ensure highly relevant, targeted messaging gets in front of the right person, for accurate, detailed, and up-to-date information could mean the difference between success and failure in today's competitive environment.

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Marteq's insight:

Clean, append, update your data on a regular basis. It's like brushing your teeth every day. If you don't, your campaigns will lose their efficacy but more importantly, Sales will not have faith in your platform.

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The Ultimate CRM Optimization Checklist - Pardot | #TheMarketingAutomationAlert

The Ultimate CRM Optimization Checklist - Pardot | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From www.pardot.com - September 27, 2013 6:50 AM
If you’ve recently integrated your CRM with a marketing automation platform, you may be sitting there wondering, “what’s next?


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Marteq's insight:

Definitely a "what's next" checklist. BTW: your data should be clean going into the process.

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Why Marketing Automation is the Perfect Complement to Your CRM | Marketing Automation - Pardot

Why Marketing Automation is the Perfect Complement to Your CRM | Marketing Automation - Pardot | The MarTech Digest | Scoop.it
From www.pardot.com - April 16, 2013 6:59 AM

Overview...


So what are a few examples of how your CRM and marketing automation tool can work together? Let’s take a look:

  • Behavioral Tracking
  • Automate Lead Qualification and Assignment
  • Tie Revenue to Campaigns
  • Send Targeted Messages
  • Create Campaigns around Landing Pages
  • Get Real-Time Activity Alerts


Marteq's insight:

But you already know this. Look: can you create custom objects that deliver these features? Of course, but the cost (build out and maintenance) far exceeds what is available from vendors. Please click through if additional details are needed.


  • See the article at www.pardot.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Yu Ji's comment, April 16, 2013 12:24 PM
Wanna effecient customer profiling? Wanna effective and easy marketing? Try this, marketing automation!!
Isriyanti Akira's curator insight, July 1, 2013 11:08 PM

A great examples of the possibilities on a Marketing Automation function within a CRM System
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CRM Series: How Much CRM Experience Do You Need to Be Successful with Marketing Automation? - Marketo

CRM Series: How Much CRM Experience Do You Need to Be Successful with Marketing Automation? - Marketo | The MarTech Digest | Scoop.it
From blog.marketo.com - April 5, 2013 7:41 AM

Key excerpt...


For me, marketing automation is less about automated emails, WYSIWYG editors, drip lead nurturing programs, or even complex scoring models.  The difference between ordinary and great marketing automation implementations is not who uses the most functionality, but how the tool is used to improve their business processes as they stand today.  These optimizations need to be carried out in both the marketing automation tool and the CRM.  Similarly the processes must be agreed upon by marketing and all other CRM stakeholders.


Marteq's insight:

It's inescapable: one feeds into the other. Now can you use MA without CRM? Absolutely. And can you modify your CRM org so that it delivers on some of the basic features offered by MA? You bet. But if you have one and considering the other, then it's a must to integrate, and you need to become feature cognizant for each.


  • See the article at blog.marketo.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Why the Data will Dictate CRM and Automation Success in 2013 - 1to1 Media

Why the Data will Dictate CRM and Automation Success in 2013 - 1to1 Media | The MarTech Digest | Scoop.it
From www.1to1media.com - March 12, 2013 3:47 PM
Data cleanliness is of paramount importance to these marketers today. In a world of process orientation, moving the needle a few percentage points at each stage of the funnel can have significant benefits.


"Bad data" comes in several common forms:

  • Duplicate records include two or more of the same contact, causing activity tracked on a lead to be diluted, resulting in missed MQLs
  • Obsolete contacts are no longer in the position or at the company where they are listed as working
  • Incomplete contacts are missing fields such as job title, phone number, industry, or email address
  • Incorrect contacts contain a non-working phone number, old job title, or undeliverable email address
Marteq's insight:

We can't overemphasize the importance of working with clean data, from avoiding the above (and delivering nonsense to Sales) to the impact on your email marketing scores. Dedupe, consolidate, append and clean. Rinse and repeat.


  • See the article at www.1to1media.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Matt Casagrande's comment, April 28, 2013 7:19 PM
2013 marketers will have to look through more consumers data because the large amount of information that is coming in from social media site generated information and so for that they have created marketing automation
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CRM Expert David Taber Discusses How Marketing Automation Enhances CRM

CRM Expert David Taber Discusses How Marketing Automation Enhances CRM | The MarTech Digest | Scoop.it
From blog.marketo.com - December 3, 2012 10:31 AM

David Taber is a CRM expert and the author of the book, “Salesforce.com Secrets of Success,” which covers the people, policy, and process issues surrounding effective CRM solutions. He is the CEO of SalesLogistix, a specialist Salesforce.com implementer focused on improving business processes for Sales and Marketing alignment and effectiveness. I recently caught up with David to get his thoughts on the evolution of the Marketing Cloud and the importance of quality first in regards to generating sales leads.

 

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