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Tweet Jam Recap: Better Web Experiences with Marketing Automation #CXMChat

Wednesday's Tweet Jam featured a who's who of product marketing directors, analysts and digital marketers who came together to discuss the merits, challenges and opportunities of marketing automation platforms and the ways they can impact and influence web experiences. With 123 participants Tweeting over 783 Tweets, this may have been one of our most popular #CXMChats to date. Let's a take a look at what went down. 

Top 3 Marketing Functions

Marketing automation platforms (MAP) do a lot. From marketing analytics to lead nurturing, campaign management to social media integration, landing page performance, segmentation and multivariate testing, among others. Still, when it comes down to it, our panelists acknowledged that most companies only recognize MAP for its email marketing capabilities. But they were unforgiving, noting that any one who thinks MAP is only good for email marketing, is doing it wrong.

Q1. Marketing Automation Platforms (MAP) are by nature broad. What are your top 3 marketing automation functions?


Storified by CMSWire.com· Wed, Feb 27 2013 17:11:41

A1: So many to choose from: Marketing analytics, campaign management & prediction/ scoring. Bonus function: social integration. #CXMChatJason Miller
Q1Good question - I most value the insights that comes from things like lead management, lead nurturing, and ROI/analytics #CXMChatCoreMedia
#CXMchat Q1: top 3 functions: landing pages, campaigns, smart marketers behind the toolsIrina Guseva
Q1 With campaign management tools being a close 4th #CXMChatCoreMedia
Q1:From a WEM perspective, top MA functions: generate demand, nurture, & convert only qualified leads thru meaningful conversations.#CXMChatFrank Del Pinto
A1 Top 3: Lead Scoring, Lead nurturing, & form building. Bonus 3: activity tracking, email delivery, campaign reporting. #cxmchatAaron Dun
Q1 #segmentation (Ok they don't all have this well…) #scoring #sfdc syncing but real value is not in functions #CXMChatRoland Benedetti
Q1 Essential MAP features provide actionable insight into the motivations of prospects across the entire buying cycle #CXMChatCoreMedia
Q1 - MAP is the “Experience CRM.” Where the customer interactions are stored. The channels for this are web, email, and forms. #cxmchatDavid Hillis
A1 not a feature per se, but I think MAP is best at providing overarching structure to the digital marketing mission #cxmchatScott Brinker
Q1: Automated PPC/SEM bidding & cross-publisher optimization #CXMChatSunil Menon
Q1 @Onehippo focus is on Realtime Relevance across all channels (Persona driven), predicting behavior & great UI (focus marketeers) #cxmchatTjeerdbrenninkmeijer
Q1 MAPs that are well implemented succeed by providing a unified view of the customer experience across touchpoints, online and off #CXMChatCoreMedia
Top MA functions? Really depends on the goals and objectives of the companies using them. #CXMChatCathy McKnight
Agreed. RT @fdelpinto: Q1: top MA functions: generate demand, nurture, & convert only qualified leads thru meaningful conversations #cxmchate-SpiritNA
Q1 top3: profiling, segmenting/understanding and engagement #CXMChat Experience is where its all about, need to understand customer #cxmchatMartijn van Berkum
RT @njitram: Q1 top3: profiling, segmenting/understanding and engagement #CXMChat Experience is where its all about, need to understand customer #cxmchatFrans Verstraten
Q1: Another top Marketing Automation function is sophisticated multivariate testing & targeting #CXMChatSunil Menon
Q1 - top 3 - 1. lead scoring, 2.email marketing and 3. the people running the tools! #cxmchattrobbins
Q1. #cxmchat the point of marketing automation is to know what each customer needs, and to provide itdeb louison lavoy
A1 - big benefit in improving customer interactions across channels and ability to measure results #cxmchatDave Birckhead
Q1 I agree with everyone stressing the importance of the team behind the tools - this is the fire behind the engine #CXMChatCoreMedia
Q1 - leading nurturing combined w/ creative content; customer behavior analytics; potential for integrating MA processes w/ others #cxmchatJulie Hunt
A1. MAP features - Email + list management, lead management multichannel publishing - it's all shifting #cxmchatGavin Heaton
Q1 - However, MAP is still pretty much just as a really smart Email tool - broad, but not deep. #cxmchatDavid Hillis
RT @davidhillis: Q1 - However, MAP is still pretty much just as a really smart Email tool #cxmchat - Yes - when poorly implementedCoreMedia
@davidhillis I would disagree, depends on the product and the maturity of your implementation. #CXMChatJason Miller
I second that RT @JasonMillerCA: @davidhillis I would disagree, depends on the product and the maturity of your implementation. #CXMChatAaron Dun
-1 :) RT @davidhillis: Q1 - However, MAP is still pretty much just as a really smart Email tool - broad, but not deep. #cxmchatTom Wentworth
95% email — RT @JasonMillerCA: @davidhillis I would disagree, depends on the product and the maturity of your implementation. #cxmchatDavid Hillis
A1: All great responses, plus - Being able to walk into your CMO's office and prove the ROI of your marketing. #CXMChat #cxmchatJason Miller
Q1: Aberdeen research shows email, landing pages, and analytics/reporting top three-functions #cxmchatTrip Kucera
Q1 geesh, the functionality is varied for MAP isn't it. but it does seem email marketing is #1 use #cxmchatBarb Mosher Zinck
@bmosherzinck Q1: it is so much not only about email marketing #cxmchatRoland Benedetti
Q1 - least favorite potential direction for MA > regressing into email machine #cxmchatJulie Hunt
Email only, horribly under-utilized! RT @juliebhunt: Q1 - least favorite potential direction for MA > regressing into email machine #cxmchatAaron Dun
Q1 Top 3: Progressive Profiling, Customer Content Matching & Lead Scoring #cxmchatJonathan Agger
Q1: Segment discovery, rules-based and adaptive personalization are also important Marketing Automation functions #CXMChatSunil Menon
Q1 @forrester estimates that only about 5% of marketers use a full-featured marketing automation solution #CXMChatCoreMedia
A1 - One of the huge benefits is that good MAP will impose marketing process maturity across your silos if it's not already there #cxmchatGavin Heaton
Q1: For many companies, MAP is a Ferarri that only sees the side streets; but Best-in-Class more likely to use nurturing/scoring #cxmchatTrip Kucera
Q1 MAPs that fail focus too much on automation and standardization – to the exclusion of genuine, one-to-one relationships #CXMChatCoreMedia
Q1. Nuture campaigns, database segmentation, prospect analytics #CXMChatBryan House
Q1: The most important thing for B2B is too help find that needle in the haystack — a customer with a biz problem you can solve #cxmchate-SpiritNA
Integrating ALL communications channels is key, then matching the targets expressed preferences. #cxmchatJonathan Agger
Q1 Automation is good but tricky – it can improve efficiency, but too much can alienate you from the people you are trying to reach #CXMChatCoreMedia
Email is the king. Crucial for MAP. #Hippocms is integrating with email suites @bmosherzinck Q1 shouldn't email marketing be #1 #cxmchatTjeerdbrenninkmeijer
Soon commodity -1 RT @tbrenninkmeijer: Email is the king. Crucial for MAP. @bmosherzinck Q1 shouldn't email marketing be #1 #cxmchatRoland Benedetti
A1 just as an aside, "features" are tricky because you can check the box with very different implementations #cxmchatScott Brinker
Q1 lots of different answers, from B2B lead nurturing to email marketing. No holistic customer journey mapping for MAP? #CXMChat #cxmchatMartijn van Berkum
Agree @davidhills MAP requires some solid digital marketing skills. There's still work that needs to be done on enablement #cxmchatGavin Heaton
If you are using a marketing automation platform primarily for email marketing, you're doing it wrong. #cxmchatJason Miller

We Don't Need No Stinkin' Silos

We assumed that where there was a marketing automation platform, there'd be silos. Not every one agreed with us. Any issues with data were not because they were siloed, but because they were centralized, which made it hard to know who owned the data. As well, centralized data often creates inconsistencies making it hard to improve customer experience across platforms and channels. However, some admitted if silos existed, it was due to poor organizational strategy or oversight within the platform.

Q2. Marketing Automation creates a data silo, how is this causing pain for your today?


Storified by CMSWire.com· Wed, Feb 27 2013 17:30:37

A2 Data should be the thing that releases you from the marketing silos - need to think #cxp and follow the customer #cxmchatGavin Heaton
Q2 Not just a question of data silo, also process silo, analytics silo… #cxmchatJulie Hunt
A2: I wouldn’t say it creates a silo, it centralizes your data. You can still access data through multiple platforms, CRM etc. #CXMChatJason Miller
Q2. biggest issue is where does the definitive customer data reside - MAP, CRM, Finance, somewhere else. which owns the customer #CXMChatBryan House
CRM RT @bryanhouse: Q2. biggest issue is where does the definitive customer data reside - Who owns the customer #CXMChatTom Wentworth
@bryanhouse I agree. The big challenge is customer data and how to integrate it across systems. Makes a challenge more challenging. #cxmchatDave Birckhead
@bryanhouse it can in certain cases, but it's better to integrate with a CRM and sync data in real time. We use Salesforce. #cxmchatJason Miller
Q2 The biggest challenging is aggregating and synchronizing the MAP data with other marketing systems #CXMChatCoreMedia
@CoreMedia_News Not just mktg systems: CRM, sales systems, etc. - needs thorough look at impact of MA on biz process across org #cxmchatJulie Hunt
Q2: 2 pain points emerge: 1.Lack of unified reporting between both systems & 2.website as primary vehicle for all content marketing #CXMChatFrank Del Pinto
Q2 I personally know marketers who have been brought to tears by the challenges of manually consolidating data across platforms #CXMChatCoreMedia
Q2 - MAP does not really create a data silo. Everything flows into the CRM. #cxmchatDavid Hillis
-1, you don't want all in the CRM RT @davidhillis: Q2 - MAP does not really create a data silo. Everything flows into the CRM. #cxmchatRoland Benedetti
Q2 MAP can creates inconsistent experiences across channels, synonym of bad #UX and bad #CXM. #CXMchatRoland Benedetti
A2. MAPs are purpose built platforms for campaign mgmt/measurement, it should be the "campaign system of record" #cxmchatAaron Dun
RT @ajdun: A2. it should be the "campaign system of record" #cxmchat That's a nice way of looking at it.CoreMedia
Q2 Not only MAP is creating silos, every system, including WEM, is creating silos. Marketing need silo synchronization #cxmchatMartijn van Berkum
Q2: if done successfuly should break the data silo problem - but requires an organizational to make that happen - strategy is King! #cxmchattrobbins
A2: Why does MAP have to create data silos if it's well integrated into CMS and CRM? #cxmchate-SpiritNA
A2 in my view, MAP should be the "traffic manager" for customer data coming from many sources — ideally an anti-silo effect #cxmchatScott Brinker
@chiefmartec If used this way, MAP presents an opportunity to fix what is often already broken rather than create another silo. #cxmchatDave Birckhead
Q2 - In terms of web experience, the main silo is the profile / segmentation data. Knowing the website visitor in real-time. #cxmchatDavid Hillis
@davidhillis thats only for known customers, what about the not-yet identified customers #cxmchatMartijn van Berkum
@njitram That is where the Segementation comes in. Visitor is not resolved, but has an interest graph - contextual targeting on web #cxmchatDavid Hillis
A2. No reason to plug campaign reporting functions into other system. Better to plug the resulting data into your BI tool if needed #CXMchatAaron Dun
Q2: Multichannel customer analytics is an extremely painful process today because of the data silos #CXMChatSunil Menon
Q2 The breadth of some MAP can be a challenge – there is often considerable amount of overlap with CRM, WCM, and even ERP #CXMChatCoreMedia
Q2 The explosion of consumer touchpoints and the increasing emphasis on real time analysis has made it hard for MAPs to keep up #CXMChatCoreMedia
As we get smarter with data it can help us cross channels and silos to better engage customers with realtime offers etc #cxmchatGavin Heaton
Q2: Btw CMS and MAP, most data flow tends to be one-direction (CMS->MAP); marketers need to think about it like a system. #cxmchatTrip Kucera
Q2: data silos - need for a system of record, solid integrations w/ CRM, CMS, etc. otherwise, pointless. #cxmchatIrina Guseva
A2 as an aside, if you have a lot of data silos, it's more fashionable to call that "big data" ;-) #cxmchatScott Brinker
Big Data Farm! RT @chiefmartec: A2 as an aside, if you have a lot of data silos, it's more fashionable to call that "big data" ;-) #cxmchatAaron Dun
Marketers struggle with channel attribution around conversions because of the data silos #CXMChatSunil Menon
Q2: The more platforms to which you need to "sync" data, the more exponentially complex it gets. #cxmchat #cxmchatRyan D. Lunka
Q2. is BI the missing component in WEM? WEM creates #bigdata problems that marketers aren't typically ready to handle #CXMChatBryan House
@bryanhouse Just don't call it BI… needs to be operational. Built into the app. #cxmchatTrip Kucera
@tripkucera what do you mean by operational? biggest source of pain is when multiple systems own different pieces of customer data #CXMChatBryan House
@bryanhouse RE: BI — that it's built into existing marketing systems, not trad. BI as we know it. #cxmchatTrip Kucera
Q2 The silo problem is compounded when a MAP is focused too much on a single channel – such as email marketing #CXMChatCoreMedia
Q2: Ultimately trying to derive customer insights around conversion & channel attribution requires bringing all this data together #CXMChatSunil Menon
And understanding it! RT @sunilmenon: Q2: Insights around conversion & channel attribution requires bringing all this data together #CXMChatJenny Ryan
Q2: A practical reality is that you need a mechanism to bridge those silos and a place to 'normalize' them for activation. #cxmchatJonathan Agger
YES RT @jagger8: Q2: A practical reality is that you need a mechanism to bridge those silos and a place to 'normalize' #cxmchat”Tom Wentworth
Q2: This is a hard process & there is very little automation available today esp. if you want to make real-time analysis #CXMChatSunil Menon
Q2. I think the question is we have one set of data for WEM and one for MA - why can't we have one overall? #cxmchatBarb Mosher Zinck
u can-takes soem work. RT @bmosherzinck: Q2. <>- why can't we have one overall? #cxmchatAaron Dun
MA platform should not be about tech, but about setting processes to get results then implementing MA to support those processes. #CXMChatCathy McKnight
Q2 CXM is all about best of breed & integration. The pain starts when people believe the all in one suite marketing story #cxmchatTjeerdbrenninkmeijer
@twentworth12 @marketo Yes, now we are getting to the good stuff. Contextual computing. #cxmchatJason Miller
Q2: There is a case for Process Management WITH BI in the equation. #cxmchatJonathan Agger
Integration and aligning other systems backend systems is critical to leveraging power of MA. #CXMChatCathy McKnight
Once we have access to the data, then we have the opportunity to create "right time" engagement not just real time interaction #cxmchatGavin Heaton
Q2 When the MAP/CXM/WEM industry will mature, standards will follow like CIMS / WEMI. Integrations to work together will be key! #cxmchatTjeerdbrenninkmeijer
@tbrenninkmeijer why is that? If one system is fine-tuned to collect al the data and analyze in one place, how is that not great? #cxmchatKimberly McCabe
which system? RT @kimberlymccabe: @tbrenninkmeijer If one system is fine-tuned to collect al the data and analyze in one place <>#cxmchatAaron Dun
According to @TheExpertsBench, only 33% of companies who use both CRM and marketing automation said the two integrated well #CXMChatCoreMedia
Dont pollute your CRM data please. There is a life after lead generation. Some data is welcome in the CRM, not all. Q2 #cxmchatRoland Benedetti
We're seeing specialist data aggregators emerge to provide a data integration and reporting layer across the silos #cxmchatGavin Heaton
Q2 relevant & agile integration of data, systems, processes requires over-arching strategy with focus on Customer #cxmchatJulie Hunt
@juliebhunt: A Prospect is just a Customer you haven't… thoroughly profiled ;-) #cxmchatJonathan Agger
A2: MAP is the lead singer, WEM is on lead guitar, CMR on bass and drums. #TweetJam #CXMChatJason Miller
One consolidated data set with broad/widespread access for team/user/dept to find the nuggets that are gold for them. #CXMChatCathy McKnight
A2 as marketers wring their hands over the challenges of data integration challenges, somewhere an IT analyst is smiling #cxmchatScott Brinker

 

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