Marketing automation platforms are a critical part of the martech ecosystem for many businesses, offering many benefits by streamlining manual B2B marketing tasks, including lead management, email campaign development and landing page creation. But deciding whether or not your company needs a marketing automation platform calls for the same steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support and financial resources. Use the following questions as a starting point: Have we outgrown our current marketing system? Marketing automation is often a solution for companies that are growing rapidly and need to scale their efforts. If you have data in multiple databases that cannot be consolidated or are using an email system that can’t deliver the … [Read More...]
Does your marketing team need an SEO platform?
Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the SEO platform decision-making process. But deciding whether your company needs an SEO platform calls for the same evaluative steps involved in any software adoption, starting with a comprehensive self-assessment. Use the following questions as a guideline to determine the answers. Explore platform capabilities from vendors like Semrush, Ahrefs, Brightedge, Conductor and more in the full MarTech Intelligence Report on enterprise SEO platforms. Click here to download! Do we have the right human resources in place? Employing people to implement and use SEO platforms is a prerequisite to success. If you have marketing staff, utilizing SEO toolsets can make … [Read More...]
What do SEO platforms do and how do they help marketers get found on search engines?
Search Engine Optimization remains the stalwart mainstay of digital marketing, with search driving around 50% of website traffic on average, according to an analysis of SimilarWeb data by Growth Badger. But the practice of SEO has become more complex and it involves more considerations than SEOs enjoyed in the “ten blue links” era. Today, SEO includes everything from content marketing and distribution to user experience, and even the core job of gathering and interpreting search intelligence has become more challenging as the search engines continuallychange their display of results and port them over to other media like voice assistants. This doesn’t mean that the well-established SEO best practices should be cast aside, however. Keyword research, page-level analysis, backlink tracking and acquisition, and rank tracking are … [Read More...]
The importance of marketing attribution platforms in today’s environment
Marketers have always railed against the idea that it is impossible to tell whether, and what part of, their spending drives sales. Even when everything was analog, Nielsen set-top boxes and Arbitron radio diaries — panel and survey data — provided insight. The dawn of digital media promised a brighter future, where we eventually could look at every sale and determine which touchpoints were effective at delivering ROI and which were wasted spend. It’s not nearly as simple or straightforward as it sounds, but we’re getting closer these days, even taking into account the deprecation of cookies and stronger privacy regulations. Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing. But when budgets … [Read More...]