The Future of Marketing Automation
Written by: Olivia Carroll
It might not be a surprise to hear that 90% of marketers report using marketing automation for large-volume email campaigns, according to a study by Gleanster reports.
Marketing automation software effortlessly accomplishes menial tasks like scheduling emails and social media for your business. It can save you time, energy, and even generate organic leads. It organizes and distributes your content for you – what’s not to love?
In addition, there is clear evidence that marketing automation can grow your company substantially:
“63% of companies that are outgrowing their competitors use marketing automation.” –The Lenskold Group “2013 Lead Generation Marketing Effectiveness Study” (2013)
But consumers want more personalization, and they are quickly learning how to spot mass content.
Jerry Jao from Forbes believes that soon, that will no longer be the case. Jao believes that automation’s strength lies in its ability to handle massive quantities of channel management and that consumers crave authenticity and personalization in the content they receive from these channels.
Because of this, Jao foresees the rise of active marketing tools with the ability to create individualistic and creative campaigns from real-time data-driven insights. This would allow the marketer to take a step back from lifecycle management and allow the automation to do it for them.
Moosa Hemani tends to agree. Hemani believes that marketing automation tools will need to be continuously readjusted to address client’s primary needs. This will result in machine learning, capable of making predictive choices based on previous data rather that operating off of rules.
Another prediction is that marketing automation will soon accommodate account-based marketing strategies. B2B marketers experienced a 171% increase in ACV when using ABM strategies like selecting target accounts, defining budgets and outlining team structures. This growth is expected to continue to evolve with the advent of artificial intelligence in ABM.
According to the GetResponse, this new automation will be heavily reliant on customer loyalty and crack below the surface with content. Marketing automation programs in the coming year will need to support loyalty programs that go beyond “buy two, get one free.” The savvy consumers of 2017 are expecting something more relevant and significant to them.
In addition, social media will become even more interactive with features like the ability to click on items and make in-app purchases. As GetResponse states, “The best marketing automation software will provide native integrations with all major networks and add interaction data directly to customer profiles — perhaps even as a factor in lead scoring. That’s a lot more useful than a long list of likes.”
Keeping up with these marketing automation trends will keep you on target with your goals and strategies. Marketing automation is here to stay. The more you know about these trends, the more you can ride the wave of growth.
NBA Player Carl Landry Demonstrates the Value of Persistence in Life and Work
Written by: Jon Sabes
When you meet Carl Landry, stand-out college basketball player and nine-year NBA player, you imagine that becoming a professional basketball star was a straight forward run for the 6-foot-nine-inch power forward.
However, when you go deeper into Carl’s background, becoming a NBA professional was less than certain and little came easily to the 33-year-old from Milwaukee:
- He was cut from his high school team as a freshman and averaged less than ten points a game when he did play as a senior.
- He started his college career not at Purdue, but a junior college where it was not clear he would play.
- When he finally got to Purdue, he tore his ACL in his knee his first year and reinjured it the next year.
- While his family held a party for him the night of the NBA draft, he slept in the Philadelphia airport after missing a flight following a workout for the 76ers.
- In the NBA playoffs, Carl had a tooth knocked out, but came back in the same game to make a game-winning blocked shot as the Rockets beat the Utah Jazz 94-92.
Landry, who I interviewed on my podcast, Innovating Life with Jon Sabes (www.jonsabes.com), is a remarkable example of the value of “persistence.” In a time where technology creates the image that anything is possible at the touch of a button, persistence is an under-appreciated trait. When I spoke with Carl, I clearly saw someone for whom success has only come through a force of will that made him a NBA player, but it also made him a better player every year he played. That’s the kind of personality that has produced greatness in business as well as sports.
Carl was, in fact, drafted that night he spent in the airport. The Seattle Supersonics chose him as the 31st overall pick and then traded him to the Houston Rockets where he rode the bench for much of the first half of the season. When All-Star teammate Yao Ming was injured, he stepped in and played a key role in the Rockets astonishing 22-game winning streak (the third longest streak in NBA history). And, that season, after sitting on the bench for 33 of the first 36 games, he was named to the All-Rookie second team.
Carl was the first in his family to go to college. “I told myself that this was my ticket out, so I did everything I possibly could to be the best person in school and also on the court,” he said.
His family life in Milwaukee showed him what he didn’t want to do. “Just being honest with you, seeing some my cousins, peers, they went to work for jobs paying six, seven dollars an hour or they didn’t go to work at all and then living off welfare. I didn’t want that.”
When he was first injured, he had to contemplate the end of a career before it even got started. “When you have an ACL tear, it’s over…no more basketball,” he told me. “I said, God, give me health again and I’ll do everything I can to leave it all out on the line and be a successful individual.”
On my podcast, Carl pointed out another interesting lesson he learned in the NBA: Not doing things just to fit in.
“Fitting in was easy,” he said. “Doing everything that everybody else does was easy. If I stood out in some type of way, I’m going to have different results. I’m going to have stand-out results.”
That’s called the “Law of Contrast” and it produces that exact effect of changing the outcomes that everyone else is experiencing. Carl is smart, he recognized that differences make a difference, and doing whatever it takes is what is required to make real, meaningful differences.
Every off-season for the last 11 years, he has run a camp for kids in Milwaukee where he tells youth his story of hard work and persistence. “I always tell the kids to apply themselves and always be persistent,” he said. “If you dream, apply yourself and be persistent. With hard work, man, the sky’s the limit.”
When Carl says the sky’s the limit he means it. He is smart to recognize that it’s important to dream big, because if we don’t – we may be selling ourselves short. “You have to dream bigger than your mind could ever imagine,” he said. “I wanted a nice house. I wanted a nice car. I said, and I got all of that. So, what do I do, do I stop now? Maybe I didn’t dream big enough.” That’s a big statement coming from a kid who grew up to be the first in his family to graduate college and go on to be not only a top NBA basketball start, but a good businessman, father and someone who gives back to the community.
I’m convinced that in whatever he takes on as a basketball player or in his post-hoops career, Carl Landry is not going to stop getting better at whatever he does, and in the process of doing so, make the world a better place.
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