5 Game-Changing Benefits of Being in the Marketing Cloud

DIGITAL MARKETING OPERATIONS Posted February 17, 2016

When people work with our team, they quickly realize that each of us has passion for what we’re doing. So what’s the secret to this love-fest? Well, I believe that it’s easy to love your work if you know that you’re making a difference, and that what you do actually works.

At Vigorate Digital, we focus on helping our clients to maximize the value from their marketing technology investments, by executing marketing campaigns that deliver outstanding results against their business objectives. (That’s the boiler-plate description, at least.) But what do we actually do? Most often, we’re consulting with marketing and sales organizations, large and small, to determine the best technological solutions to plan, develop, execute on, and measure outstanding, high-performing digital messaging campaigns. A key component of this is choosing the right digital mar-tech that’ll deliver the results that each client needs in order to keep moving their businesses forward.

We’re big believers in the value of MA [if you still need convincing, check out some of our greatest hits: “Marketing Automation—The Greatest Results Come From Thorough Planning,” “Marketing Automation—It’s Not Just For Enterprise Anymore,” and “5 Tips for Selling Through Marketing Automation to Agency Clients.”] The main reason that we recommend the use of Marketing Cloud and Automation technology is that it delivers strong ROMI, by coordinating all of the moving parts of a marketing plan into one big-picture platform that manages the data and parameters necessary to effectively communicate cross-channel with target audiences. It’s why 79% of top-performing companies have been using automation for a handful of years now (according to a Gleanster study), and 90% of organizations surveyed reported regular or periodic use of automation for large-volume and behaviourally triggered email campaigns.

When the best qualities of Marketing Cloud and Automation technology come together, you get a Digital Marketing Hub—“mission control” for high-return mar-comm activities. Top-performing companies—especially those “digital masters” we discuss here—use mar-tech to create a complete marketing and sales ecosystem, using Marketing Cloud platforms, CRMs and other data sources to build a structured but dynamic lead-nurturing system. In industry parlance, that system is called a Digital Marketing Hub, and in their annual review of core vendor offerings that meet the exacting criteria of this category, Gartner describes it as follows:

A digital marketing hub provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytics functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.

And while Marketing Automation and Cloud technology certainly isn’t new, if you know what it is, then you likely also know that it’s often prohibitively expensive, complicated, and time-consuming for most marketing organizations to implement on their own. And yet, in this age of the empowered consumer, enlisting martech has become almost as essential as getting your data management practices in order. Ultimately, if you’re not using some form of mar-tech, then you’re behind the times (and likely, missing out on sales opportunities).

The good news is that you don’t have to go it alone. At Vigorate Digital, we hold special partnerships with two best-in-class digital hub vendors—Adobe and Salesforce Marketing Cloud. Among the dozens of vendors that Gartner considers every year in their mar-tech competitive analysis, these two companies consistently come out on top as leaders who have “fully embraced the integration of mar-tech, ad tech, and analytics, and deployed many hub solutions at scale.”

When marketing organizations work with our team at Vigorate Digital, they gain 5 key game-changing features that benefit their marketing planning and overall ROI:

  1. Cross-channel integration and deployment, connecting media and communication channels, but also offering campaign planning and development; data management, analysis, and segmentation; unified measurement, reporting, and analysis; and workflow and collaboration tools to plan and deploy seamless mar-comm initiatives.
  2. Improved lead generation and assignment maximizes work efficiency (especially for companies with complex sales cycles), and allows marketing and sales departments to manage their prospect interactions and online marketing campaigns in one centralized and user-friendly platform.
  3. More personalized and accountable tracking of marketing and sales touchpoints through the consumer lifecycle, with solutions automatically programmed to manage prospect behaviour and activity in real time, nurturing leads to the point of sales-readiness and beyond.
  4. Increased relevancy of sales and marketing messaging, with profile and audience tools that offer customizable campaign development and messaging deployments built around the data you’ve collected from multiple data streams on our most valuable prospects and customers.
  5. Better insights into campaign performance, to help prove marketing accountability and tie revenue to campaign results.

Do you love what you do? Imagine the value and ROI that you and your team could build if you had a Digital Marketing Hub working for you. Contact us for phone call, or a conversation over cappuccino.

 

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