How To Prepare And Implement It

5 Steps To A Small Business Marketing Plan

The Senior Brand Manager will be playing a crucial role in managing the marketing operation of the business in Malaysia. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.

One example of this would be sending out an email to someone who has bought from you in the past but who hasn’t used your services in a while — an automated marketing solution could identify this lapse in activity and enable you to craft a follow-up message.

Customer segmentation analytics improve the effectiveness of marketing campaigns and decrease costs by grouping customers into segments based on specific attributes, and then predicting which segments are most likely to purchase a particular product or service.

Against this backdrop, marketers will find it increasingly difficult to justify their marketing budget and get approval for their initiatives, as senior executives will be reluctant to hand over any dollars without first seeing the value of their prior investment.

B2B Marketing Automation Platforms: A Marketer’s Guide profiles the following marketing automation software companies: Act-On Software, Adobe Campaign, AutopilotHQ, eTrigue, HubSpot, Infusionsoft, Marketo, Oracle Eloqua, Sales Engine Media, Salesforce (Pardot), Salesfusion, Silverpop (IBM), StrongView, Teradata.

The budget should be integrated into your annual marketing and communications plan, with a dollar cost allotted to each strategy (direct mail, email, paid advertising, media relations, etc.) and program or project, each of which should be broken out by its various components (consulting, evaluation, printing, postage, etc.).

The large enterprise software companies like IBM , Oracle , Salesforce , and Adobe have all made acquisitions of Marketing Automation as part of a larger vision to create enterprise marketing cloud offerings, including marketing tools such as web analytics, A/B testing, social listening, publishing & analytics and ad management.

Marketing needs to have a communication target, which may take into account inputs like a customer persona and the distribution channel delivering it, and the content or media that’s delivered that audience should reinforce a business objective, which could be brand awareness, direct response sales activation, both, or something else.

Elevate — This American Marketing Association (AMA) blog describes itself as presenting ideas and insights to take your marketing to the highest level.” Elevate focuses on a broad range of marketing topics, with contributors that include researchers, experienced marketers, academics, and AMA leaders.

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