By Jan Ozer
Let’s face it. For-profit enterprises post videos, hold webinars, and produce virtual events to drive sales. How effective are these mediums for that purpose? There’s lots of positive anecdotal evidence, but where are the hard numbers?
A marketing automation (MA) program such as Eloqua, Marketo, or Act-On can track the effectiveness of your videos, webcasts, and virtual events down to the penny—but only if you can integrate data from your online video platform (OVP), webcast, or virtual event provider into your MA program. While this integration was rare 2 or 3 years ago, it’s becoming increasingly common to very good effect. In this article, I’ll define marketing automation and show how recent integrations help make all these tools much more effective.
About Marketing Automation
It’s probably happened to you dozens of times. You check the price of a particular product—say a new set of golf clubs. The next 15 times you visit a site such as ESPN, CNN, or Amazon, you see an ad for that same set of golf clubs. Or maybe you registered for a webinar or to download a white paper, and all of a sudden you start receiving emails or even a call from the company. Both of these examples are MA at work.
Marketing automation is like the proverbial elephant that varies in definition based upon where you touch it. At a high level, it’s software that tracks all interactions with a company’s website, as well as communications between the company and a prospect. It typically starts with your first visit to a website. You click on a particular page and the website issues you an anonymous cookie. As you click around the site, data is associated with your cookie, which converts to a live profile if you register with the site.