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.
How We're Investing in the Search for a Cancer Cure
Written by: Frank Jennings, Ph.D., Portfolio Manager
I hate cancer.
I’ve lost one too many friends to this insidious disease and I’ve made it a priority to be part of the effort to find a cure for it. Every day, I draw motivation from the people I’ve lost in my work as Portfolio Manager of Oppenheimer Global Opportunities Fund.
I may not be a doctor or medical industry professional, but the work my team and I do has brought us to the front lines of the ongoing fight against cancer. The Fund’s guiding philosophy is to invest in emergent growth companies that we believe have the potential to grow into large, highly profitable businesses.
Our search for these types of companies has given me renewed hope that we are closer than ever to finding a cure for one of the deadliest scourges humanity has ever known.
OppenheimerFunds’ Role in the Fight
Oppenheimer Global Opportunities Fund invests in a number of pharmaceutical and biotechnology companies that are developing breakthrough drugs that can potentially treat the disease more effectively without debilitating side effects, make it easier for patients to manage pain, and possibly even lower the cost of treatment.
The cutting-edge therapies that are in development may even pave the way to the ultimate goal – a cure for all forms of the disease. Of course, one glance at the National Cancer Institute (NCI) website is all it takes to remind us we’re in a fight that often feels like an uphill race against time.
At some point in their lifetime, nearly 40% of the population will be diagnosed with cancer, according to the NCI. Last year in the United States alone, 1.7 million people received this dreaded news from their doctor, while nearly 600,000 people succumbed to the disease.1
These statistics certainly make it fair to ask why I’m so optimistic about the future of cancer treatment and the potential for a cure.
Well for starters, just consider that geneticists have finally mapped the entire human genome. Today, 100 million people have had their genomes mapped, which has enabled us to confirm, for example, that there is a particular gene mutation that places some women at a high risk of developing breast or ovarian cancer at some point in their life.
This is important on several fronts. First, it allows doctors to know beforehand whether or not a cancer drug will work on a patient due to the genetic makeup of the cancer. This means fewer drugs will be prescribed inappropriately. It may even help bring promising new treatments to market faster.
By knowing a cancer’s genetic makeup, drug trials can be conducted only on people with a high probability of success. In turn, this will result in less money wasted, better outcomes for patients, and ultimately, faster approvals by the U.S. Food and Drug Administration (FDA) and other international regulatory bodies.
The Biotechnology and Pharmaceutical Companies We Believe In
One of the largest holdings in the portfolio is in a company that develops and markets therapies that mimic a person’s own immune system to fight cancer. This particular company, which is headquartered in the U.S., recently developed a new antibody-drug conjugate (ADC) technology that allows its medications to attack cancer cells with fewer side effects than chemotherapy.
This firm has a number of innovative cancer medications at its disposal – including therapies for treating various types of lymphoma. The company continues to sign partners onto its proprietary ADC technology, and we believe it is well-positioned to earn millions in royalties over the long term, making it an attractive acquisition target for larger drug makers.
There are a number of European pharmaceutical and biotech firms in the portfolio as well, including another company that specializes in immunotherapy – which seeks to boost the body’s immune system to fight off cancer.
Analysts have predicted this company’s treatment for multiple myeloma has blockbuster potential. And although the drug is primarily used to fight blood cancer, there are signs that it could also work against solid tumors as well. Now beyond the “cash-burning stage” that afflicts most drug makers at some point, this company is on track to becoming a mature biotech firm that’s positioned for strong overall sales and steady royalty income in the near future.
Over the last five years, shares of this company have climbed more than 2,000% and we see potential for continued strong future growth.
How the Cancer Fight Aligns with My Investment Philosophy
I believe companies have a lifecycle – just like people do. There’s a beginning, adolescence, prime years, and an eventual decline phase. Companies usually begin as entrepreneurial ventures powered by the spirit of a startup. If they’re successful, they gradually mature into corporate entities and can enjoy an extended run of success. The decline phase typically takes root when companies get too big and bogged down by bureaucracy, regulation and saturated markets.
The Fund seeks to invest in businesses that still have exponential growth ahead of them. I’ve been excited to discover that there are quite a few companies like this at the forefront of the fight against cancer. Investing in these types of companies within the Oppenheimer Global Opportunities Fund can help clients achieve their desired investment outcomes, which is my top priority as a portfolio manager.
Combining this core mission with my personal desire to see cancer eradicated is one of the most gratifying parts of my job.
Learn more about how we think about investments differently, visit challengetheindex.com
Foreign investments may be volatile and involve additional expenses and special risks, including currency fluctuations, foreign taxes, regulatory and geopolitical risks. Emerging and developing market investments may be especially volatile. Eurozone investments may be subject to volatility and liquidity issues. Investments in securities of growth companies may be volatile. Mid-sized company stock is typically more volatile than that of larger company stock. It may take a substantial period of time to realize a gain on an investment in a mid-sized company, if any gain is realized at all. Fixed income investing entails credit and interest rate risks. When interest rates rise, bond prices generally fall, and the Fund’s share prices can fall. Below-investment-grade (“high yield” or “junk”) bonds are more at risk of default and are subject to liquidity risk. Diversification does not guarantee profit or protect against loss.
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