Act-On caters to small and midsize companies, rather than the large enterprises targeted by Eloqua, Adobe Campaign, and ExactTarget. CMO Atri Chatterjee is a veteran tech marketer, having previously served as SVP of marketing at McAfee and the first VP of marketing at Responsys.
Marketing technologies typically addressed top-of-funnel initiatives, looking at marketing’s role in lead generation. However, a marketer’s job should not just be lead-to-revenue, but also lead-to-customer-to-advocate – and technologies need to adapt accordingly.
The unmet need doesn’t lie in technology itself, rather the mindset and process of the marketer’s role in the customer lifecycle. The focus should be on education and enablement, showing marketers other ways they can leverage automation platforms for onboarding, upselling, cross-selling, winning back, and loyalty.
Marketers worry about two major things: One is ensuring that marketing continues to innovate and directly contribute to their company’s revenue.
The second is anticipating and using new technologies to gain and maintain a competitive advantage. The marketing playbook has changed and the responsibility of digital marketers for growing business has increased immensely. They need to constantly explore new things to maintain a competitive advantage.
Social network growth
I anticipate Google+ accelerating growth in the next year, because of the company’s association of plus ones with search ranking. After page authority, a URL’s plus ones are more highly correlated with search rankings than any other factor. More companies will claim Google business pages in 2015.
As social becomes more intertwined with search engine algorithms, companies should invest more in building their page on Google+. Benefits include improved local search and blended content/brand visibility, which is important for SMBs and emerging growth companies looking to heighten awareness.
Trends for 2015
Marketing automation will not just be a lead-to-revenue platform, it will also be leveraged throughout the customer lifecycle – for communications programs beyond acquisition and through retention and expansion.
Marketing automation will be the de facto front-end technology for CRM. Marketing is the first touchpoint for customers and will continue throughout the relationship. A marketer’s role will be more pervasive as this automation expands.
Marketers will require marketing automation systems that can be customized with third-party cloud services so they can differentiate their digital efforts and boost campaigns using other data.
This article originally appeared on PRWeek's sister brand The Hub.