[Video Series] Part 1 of 3: Defining Marketing Automation

Companies are in a race to establish Marketing Automation for their organization. Before you can do that, you must first understand what it is.

Hi my name is James Pellizzi and I help companies set up Marketing Automation.

Companies first need to understand what that phrase means. It’s important to remember it’s not Marketing Automation. It’s Marketing AND Automation.

The components are as follows: e-mail marketing, personalized webpages, social media & search engine marketing, scoring models and CRM integration. These are nothing new and you likely know what they consist of. The first points generate and qualify a lead while the latter ones deliver it to sales.

The first mode of operation includes a contact database.. So if a CMO or CEO asks you to pull up everyone in a state or industry, you should be able to do so within minutes. Second, it’s an engagement engine to have relevant conversations. The third is a Smarter Marketing Department. Marketing Automation is not replacing Marketing Departments. It is taking them to the next level. This is important. It will make your department less tactical and more strategic.

For the Marketing aspects, think of the show Mad Men. It’s about a brand that can tell a story that resonates with their audiences. For the Automation aspects, think of the show Silicon Valley. People who are behind the scenes setting up the actual paths, html and code. Most company’s have one or the other and it is imperative that you have both.

Now that you know the definition of Marketing Automation, you can chart the digital landscape.

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