Where Healthcare and Technology Intersect

laptop and stethoscopeIn the last several years, as healthcare costs have skyrocketed and the political debate about healthcare legislation has grown more heated, Americans have begun to take a much more active role in the management of their own health. No longer does personal healthcare mean annual checkups and daily vitamins; now, consumers are taking any number of proactive steps to maintain their health, from diet and workout trends to holistic care, and they are taking advantage of emerging technology to do it.

Wearables such as fitness bands, smart watches and digital glasses are the shiniest new examples of healthcare technology, but this space is most certainly still in its infancy. Beyond self-care applications such as weight loss and sleep analysis, many advances are being made in wearables that can aid both patients and physicians to monitor and treat more serious health concerns. New digital hearing aids, blood pressure monitors, prosthetics and other medical devices are being driven by constant innovation and significant ongoing demand from the market, which has resulted in digital solutions that have enabled better research into emerging treatment fields like gene therapy and neuroscience.

Wearables are most often linked to smartphone apps, especially those meant for patient self-care, especially since apps are going to continue to play a significant role for both patients and healthcare providers. As Huffington Post contributor Lisa Serwin points out, apps, as well as phone features like audio and HD video, will enable patients to receive remote care such as screenings, diagnostics and consultations via their mobile devices. This could reduce strain on physicians’ time and attention, as well as healthcare costs at the patient and insurer levels.

Innovation in digital healthcare can also help open up opportunities in new and developing markets. PM Live notes that the global healthcare ecosystem is constantly challenged by factors such as aging populations and chronic diseases, and providers are always seeking new revenue streams and ways to increase efficiencies without sacrificing patient care.

Technologies like mobile phones have already made an impact on the ability of patients to receive preventative care and information and examinations via video in India, creating new opportunities in this and other global markets. Handheld devices and digitized patient information databases have also improved doctors’ ability to treat patients more efficiently and effectively.

In terms of improved patient care and advancements in medical research and treatment of disease, we’re at an exciting period in the evolution of healthcare, and the opportunities are there for healthcare marketers as well. Sarah Swidron, contributor for Medical Marketing and Media, notes that healthcare marketers can make up for decreasing face time with doctors by engaging with them via mobile devices and digital apps.

Whether marketing to patients or physicians, one thing is true: data is the key to engaging audiences that have been slower to adopt technology for this application and who may be wary of the privacy implications. Data should be used as it is in any other space – to find target audiences no matter the device they are using and to serve them relevant, compelling messaging at the point most likely to drive a sale.

A recent Pew study found that 71 percent of physicians use Google to look for health information, and many report using their mobile devices and tablets to access drug information, use clinical reference tools and conduct research. For healthcare marketers, this is as close to a captive audience as they’re likely to get during a doctor’s busy workday, so it is imperative that they use timely, high quality intent data to guide customized ad strategies that will capture their attention.

It might be weight loss, or disease treatment, or chronic condition management, the cost of healthcare or the legislation of it, but healthcare is a topic on the minds of many adults. Technology has become not only a tool of the trade, but a driver of its evolution as well. Technology has enabled better patient care in general, but it has also enabled deeper research and created opportunities for healthcare marketers throughout the landscape.

Image via jfcherry

The Real Deal With Data

6536548107_85bc523bac_oThe digital marketing industry has a love/hate relationship with data; we know data is the lifeblood of our ad targeting efforts, but often, the Herculean task of gathering the right data, parsing it and turning it into actionable insight can be a major struggle for marketers. Not to mention it’s hard for those who are floundering to cut through the noise to get trustworthy, accurate information about what data they need to use, how they need to use it, which platforms to use, etc. when everyone is just trying to sell their solutions.

As GigaOM notes, we as an industry have tended to jump back and forth between placing emphasis on the platforms and technology we use to manage data and the data itself—is it the right data? Is it accurate? Is it complete? Is it trustworthy? The proliferation of both data and platforms doesn’t make it easy to figure out the right mix for your company’s specific needs. Many ISPs have begun to bundle various data sources together in the tools + data approach, which wraps both elements into a single, integrated solution. The major data providers like Adobe, Oracle and Nielsen are exploring this area by acquiring (or partnering with) and integrating various platforms to offer a one-stop-shop DMP. In fact, Adobe recently announced a lineup of several partnerships across industry disciplines with the aim of building out a comprehensive network of integrated, data-driven marketing services.

This move by one of the biggest data sources worldwide has various implications for the industry, both positive and negative. On the positive side, DMPs have proven effective as the link between marketers and third party data, and a fully integrated network can extend those benefits to multiple channels and applications. With no middleman between the data and the delivery platform, marketers can reduce the time between the acquisition of data and the action taken upon it.

However, this also limits marketers from relying solely on a single (albeit large) data source, and further, makes marketers beholden to that partner, as there is no competition to keep pricing in check. We’re often frustrated by the cluttered LUMAscape, but too much market consolidation could also have serious impact on the overall market, similar to what we’re seeing in the cable TV provider space.

63.2 percent of respondents to a recent Global DMA and Winterberry Group survey say their spending on data-driven marketing and advertising grew over the last year; 73.5 percent say they expect budgets to rise again over the next year. The vast majority of marketers know data is the foundation of what they do and are devoting budget accordingly, but just as much consideration should be given to finding a platform capable of analyzing data and making it work for your own needs. In this instance, bigger is not always better.

Image via Dennis Skley

Healthcare Technology Making New Strides in 2015

3904957361_cf4d931c1a_oFor most of us in the marketing and ad-tech space, the only thing resting on the performance of our technology is revenue, but healthcare technology, on the other hand, has the health, safety and sometimes the life itself of actual humans at stake. As such, the growth of that space and the development of new technologies are much slower, as it is held to the highest standards of performance and reliability as well as subject to various regulations and oversight.

However, recent legislation like the federal HITECH Act and the Affordable Care Act have put the healthcare industry’s feet to the fire to develop solutions to help providers comply with these acts and provide a higher level of care. Luckily, broad adoption of healthcare information technology is expected to save as much as $80 billion annually, according to the Rand Corporation, as well as generate new revenue streams through personal health technology and all of its accouterment, MediaPost reported.

People in general have become far more aware of and engaged in their own health and are using technology such as nutritional apps, online patient portals and wearables to gain greater control. Additionally, the ACA also caused patients to take a more active role in researching and selecting their health insurance plans, and both insurers and doctors have had to both comply with the act and meet higher demands from patients.

As such, industry pundits and publications are all saying the same thing: that 2015 will be a game changer year in healthcare technology.

Devin Gross, CEO, and Greg Blew, Chief Creative Officer and VP of Product Management, at Emmi Solutions told MedCityNews that they expect 2015 to be the year when healthcare providers begin to effectively leverage data at scale to establish lifelong relationships with patients. They admit that there will always be a transition period wherein patients must become comfortable with the sharing of data in this context, and providers must also actively participate in relationship building instead of relying on data and technology to do all the work. They must also ensure that, as they ramp up their data gathering and use, that platforms and practices are compliant with HIPAA regulation and patients’ privacy demands.

Obviously, data security is of the utmost importance to both patients and healthcare providers who must comply with HIPAA. Jennifer Anderson, executive director of the North Carolina Healthcare Information & Communications Alliance, told Enterprise Apps Today that security and privacy are at the forefront of every healthcare CIO’s mind. With the Anthem breach reportedly affecting 80 million individuals, estimates of cost in the billions and the massive amounts of data that will be stored by health organizations, health providers will be investigating sophisticated technologies to mitigate risk,” she said.

Being a healthcare provider in the age of big data is a daunting challenge. Yes, data and technology can enable them to provide better patient care but it also exposes them to greater risk of HIPAA noncompliance and patient lawsuits over unsecured or leaked personal data. IT breaches like Anthem have caused independent physicians to actually reconsider whether or not they are still equipped to operate on their own in this environment or if they should join up with a larger healthcare conglomerate for the benefits of their safety net, according to TechTarget. This indicates that increasing technology, and the regulation that goes along with it, will have a major impact on the healthcare market – leading to mergers, acquisitions and unfortunately, probably a few bankruptcies as the market evolves.

Ultimately, due diligence and a smart approach to choosing technology partners—ask colleagues for recommendations, don’t bite off more data than you can chew (or use, or store,) create infrastructure to support effective use of technology—can help providers of all sizes and specialties leverage technology for their benefit and the benefit of their patients. It is still an evolving market, and as such, providers will need to be flexible and ready to adapt to changes. Adoption will be slow, but it is growing every day, and new tech emerges every day to answer patient and physician needs as well as evolving regulations, so individual providers can select the platforms and partners that are right for them from a variety of options, the number of which are expected to skyrocket this year.

Image via Shawn Campbell

Madison Logic Selected to Present at The Montgomery Summit

Top Venture Capitalists Chose Madison Logic From a Record Number of Nominees to Present at the Largest Tech Investor Conference on the West Coast

NEW YORK, NY–(Marketwired – Mar 9, 2015) – Madison Logic has been selected to present to an exclusive group of senior-level investors and top executives at The Montgomery Summit in Santa Monica, Calif. More than 4,000 entrepreneurs from private growth technology companies were nominated to present at the two-day event March 10 & 11, but only 145 were chosen by The Summit’s selection committee of top venture capitalists from firms including Andreessen Horowitz, Kleiner Perkins Caufield Byers, New Enterprise Associates, Pritzker Group Venture Capital, Scale Venture Partners, Institutional Venture Partners and March Capital Partners.

“We saw so many extraordinary companies this year innovating across a broad spectrum of technologies,” said James Montgomery, founder of The Montgomery Summit. “But those selected to present join an elite group. Many of our past presenting companies have gone on to raise capital and achieve great success, including Facebook, Splunk, Marketo, Lynda.com, Oculus VR, Dropbox and ExactTarget and hundreds of others.”

“We are very honored to have been selected to present at the 2015 Montgomery Summit,” says Tom O’Regan, Madison Logic CEO. “We look forward to sharing Madison Logic’s past success and the future of marketing powered by intent for marketers and publishers. With the solid foundation of our demand generation product and the recent acquisition of BBN Networks, we look forward to showcasing the exciting opportunities that this will bring to the marketplace. With this acquisition, we are poised to deliver another strong financial performance in 2015 with Q1 revenue booking run rate up over 140 percent compared to 2014 and year-over-year revenue projected to grow more than 60 percent with a significant rise in profitability.”

The Montgomery Summit hosts more than 1,000 senior-level venture capital investors, entrepreneurs and corporate executives at the Fairmont Miramar Hotel & Bungalows in Santa Monica, Calif. In addition to presentations from top private growth company CEOs, the two-day event features industry leaders and top innovators in a series of interviews, talks and salons. Summit speakers this year include: Patrick Soon-Shiong, NantWorks founder; Evan Spiegel, Snapchat founder and CEO; Andy Jassy, Amazon Web Services head; Fred Luddy, ServiceNow founder; and Bill Gross, Idealab Founder & CEO.

About The Montgomery Summit

The Montgomery Summit gathers a highly selective group of senior-level investors and top executives from private growth technology companies for two days of exciting events and presentations in Santa Monica, Calif. Previously known as The Montgomery Technology Conference, the Summit has for more than a decade provided unparalleled opportunities to meet a diverse blend of technological visionaries and innovators from all over the world. For more information, visit www.montgomerysummit.com.

About Madison Logic: Madison Logic is the premier provider of full-funnel media, marketing and enterprise solutions for the world’s leading B2B brands, agencies and publishing partners. With solutions driven by Madison Logic intent data, business prospects receive messages relevant to every stage of the buyer’s journey. Today, global B2B marketers and premium B2B publisher partners rely on Madison Logic to help them drive audience growth by more effectively targeting customers and achieving greater revenue by maximizing reach, efficiency, engagement and insights delivered by their campaigns. Over the past year Madison Logic has earned 5 prestigious industry awards including: Crain’s New York Business Fast 50, Forbes 2014 America’s Most Promising Companies, Inc. 5000 America’s Fastest Growing Private Companies, AlwaysOn OnMedia 2014, and Deloitte Technology Fast 500.

Madison Logic is a global company based in New York City. It is privately funded and profitable. www.madisonlogic.com @madisonlogic


Lorene Bagley Kane
Blast PR
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Programmatic’s Coming of Age in 2015

5383943907_4f8d8a6f41_oSince its emergence into the mainstream ad-tech marketplace a few years ago, programmatic has rapidly become the industry’s gold standard for media buying technology. 75 percent of marketers surveyed by Infectious Media agreed that programmatic benefits sales, and 75 percent are planning on boosting their programmatic spend in the next six to 12 months.

However, it has not been without its issues and detractors over the course of its evolution. Many marketers complain primarily about the lack of transparency, with regard to both pricing and delivery. 65 percent of Infectious Media’s respondents claim that “lack of transparency of financials” is a barrier to upping investment. 55 percent of respondents still consider the complexity of the programmatic ecosystem to be a barrier to boosting spend, with 50 percent blaming lack of measurement and 45 percent citing both “lack of transparency of delivery” and a lack of trust in agency relationships.

Trust issues notwithstanding, as the reach and scalability benefits of programmatic began to have a noticeable effect on ROI for its early adopters, more and more marketers have adopted programmatic technology and adapted it to their unique needs. Now in 2015, we’re seeing programmatic technology become a significant driver of the evolution of the industry as a whole; new technologies in creative have been designed to keep up with the pace of targeted programmatic, and multiple marketing disciplines have found ways to incorporate programmatic into their other offerings to bolster reach and scale.

Notably, programmatic creative has been a game changer when it comes to gaining scale without sacrificing targeted creative, but advances in programmatic in other fields such as analytics, native and local have been important in its overall growth.

Considering the fact that transparency has always been, and still is, the primary issue for most marketers, developing new analytics to suit the needs of the new programmatic-driven marketing ecosystem has been key to its growth. Perhaps the most important development in analytics has been the adoption of the viewability metric, which determines how many of the ads your campaign served were actually seen by the end user.

According to Comscore, 54 percent of all digital advertising is never seen by the end user and Digiday research from Q4, 2014 in the U.S. and Europe shows viewability ranging from 48 percent (France) to 55 percent (U.S.) to 64 percent (Norway). Digiday compares the severity of the viewability problem to buying a car that only starts half the time; big bucks go into online advertising campaigns, but approximately half of that investment is essentially wasted.

The industry is addressing this problem with solutions like “guaranteed viewability,” which is exactly what it sounds like—publishers only get paid when they meet a certain standard of viewability (IAB and MRC recommend a standard minimum of 50 percent of an ad’s pixels appearing onscreen for at least one second, after rendering, and for video, 50 percent in view for a minimum of two seconds.) As Digiday points out, guaranteed viewability can actually boost revenue for publishers, who can better monetize their below-the-fold or less coveted inventory without the stigma; advertisers don’t push back against these placements because the ad is guaranteed to be viewed no matter what.

Overall, placing importance on the viewability metric has enabled both publishers and advertisers to benefit from higher performance rates (which are even higher when the campaign is powered by intent data) and has also helped mitigate the trust and transparency issue, because there are no other factors to impact pricing and payment after the fact. Advertisers pay a set price for inventory they know will be viewed, so neither the publisher nor the advertiser is at the mercy of performance or deliverability, and the finances are open and agreed upon upfront.

Native is another area that is being shaped by programmatic technology. Mediapost notes that the first iteration of native programmatic emerged following the launch of the Facebook ad exchange in 2013, but that we are now close to a “version 2” as IAB closes in on the ratification of OpenRTB 2.3, which will add native capabilities to the standard programmatic process.

According to Mediapost, some publishers fear that opening up native inventory to an RTB platform will lower the quality of the ads that get placed there and negatively impact the user experience; however, as more and more brands jump onto the programmatic bandwagon, there should be no reason to expect low quality advertisers from RTB platforms, and certainly no reason to think that programmatic can’t deliver the same kind of results in a native environment. Now, innovators in the native space, especially publishers, are focused on incorporating algorithms that preserve the quality of ad content on their sites, and developing ways to deliver the necessary data to drive their programmatic platform.

Finally, programmatic has also made its way into the local ad space, which BIA Kelsey forecasts will hit nearly $140 billion in 2015. The application of programmatic in local markets may seem less important due simply to the fact that local advertisers don’t necessarily need the reach and scale to engage with a geographically targeted (and therefore smaller) audience.

However, the sophisticated analysis of billions of disparate data points to significantly improve audience segmenting is what is making local marketers sit up and take notice of programmatic. As Simplifi CEO Frost Prioleau put it to Street Fight Magazine, “the big thing happening is this ability to customize audiences to the local needs of local providers — which is a huge benefit for local advertisers because they don’t have to stick with the audience segments defined by national advertisers anymore.”

Of course, programmatic can accomplish the same kind of hyperlocal audience segmentation for national advertisers too, given the proper data. And ultimately, that’s what this new programmatic age of marketing is all about—the proper data. No technology can work without the proper fuel, and for programmatic, that fuel is data, so the higher quality (not necessarily quantity) your data is, the better your programmatic platform can perform.

For years we bemoaned the flood of data that, instead of providing more information about our consumers, actually became overwhelming and confusing. Programmatic technology came as the answer to that need—a platform that can take your data and parse it to deliver highly accurate targeting based on data-proven insight.

Programmatic has, for the last two years, demonstrated real-life efficacy across marketing disciplines, and the industry has risen to the challenge of adapting to a new environment, whether that has been by embracing new measurement capabilities, reorganizing company infrastructures, or creating other platforms to augment programmatic for a variety of uses and disciplines. I think it’s safe to say that, comparatively young as it may be, programmatic has officially come of age.

Image via Susan Murtaugh

Madison Logic Acquires BBN Solutions

Madison-Logic-BBN-Learn-MoreToday, Madison Logic, the leading provider of data-driven, full-funnel B2B marketing solutions, has acquired BBN Solutions, a leader in the B2B advertising space. 

Through the acquisition, Madison Logic adds a premier, top-of-funnel media offering to its industry-leading, mid- to bottom-of-funnel data and demand generation offering.

Madison Logic can now meet the needs of B2B marketers and publishers who have expressed an urgent need for a media, marketing and enterprise solutions partner that can help them optimize and manage their sales funnels, top to bottom, utilizing the cutting edge formats including video, native and high impact branding solutions.

With B2B marketers increasingly seeking to reach and engage demand among decision-making audiences as they progress along the buyer journey, Madison Logic owns and provides access to the world’s largest set of demographic and behavioral intent data in B2B marketing, processing over one billion interactions per month, from 125 million decision makers across all industries. With the newly minted Madison Logic + BBN data set, marketers can leverage high-ROI solutions based on mid and lower funnel targeting criteria and encompassing content syndication, email marketing, retargeting and sequential targeting. 

Madison Logic now maintains over 1,600 direct publisher relationships that utilize our solution to deliver full funnel demand generation campaigns.

Marketers have learned that the key to effective messaging is to be there with the right message at the right time. Targeting companies and audiences is a good starting point but applying holistic “always on” messaging campaigns, driven by intent signals, produces the best engagement rates.

BBN will continue to go-to-market under the BBN brand name for the immediate future, but the end-to-end solutions offered by BBN and Madison Logic will be consolidated and sold as a unified fashion.

Furthermore, with the acquisition, Madison Logic is poised to deliver another spectacular financial performance in 2015 with Q1 revenue booking run rate is up over 140 percent compared to 2014 and year-over-year revenue projected to grow more than 70 percent with a significant rise in profitability.


B2B Programmatic Display

3535562503_183fd02280_oWe have seen programmatic quickly become digital advertising’s go-to method for media buying, and across other industries, where experts are saying that 2015 is going to be a year of even more rapid growth in that space.

2015 started off with AOL conducting layoffs as a result of programmatic technology eliminating the need for larger sales organizations to conduct media transactions.

According to the Wall Street Journal, the company laid off roughly 150 staffers in late January, “mostly people working in ad sales, as the company continues to reinvent itself as a programmatic advertising powerhouse…The company noted during a recent conference call that revenue from this sector nearly doubled from the third quarter of 2013 to the third quarter of 2014. In fact, sources close to AOL management believe that 50 percent of digital ads will be sold via private digital marketplaces in two years—rather than via ad sales executives negotiating with buyers.

Over the past few years, few companies have embraced programmatic advertising like AOL. Chief executive Tim Armstrong has often referred to AOL’s sales strategy using a barbell metaphor, with programmatic ad sales representing one-end and custom ad packages representing the other end. Now, the middle of the barbell, i.e. selling clients more standard, bulk banner campaigns, is getting thinner.”

WSJ also notes, “AOL is not the only big digital media company facing this issue. During Yahoo’s earnings call earlier this week, Chief Executive Marissa Mayer spoke repeatedly about the industry-wide declines in display advertising. That’s why Ms. Mayer is focused on growing revenue in Web video and mobile, among other sectors.”

The major ISPs are adapting to the new world of programmatic and leading further exploration into the possibilities of programmatic.

For instance, across media channels, video has been making its mark as a powerful engagement tool, but scalability and device integration have presented significant obstacles to its growth. But programmatic may be the way to help alleviate those issues. According to [MediaPost coverage of] a recent BrightRoll report, “nearly four times as many agencies expect to spend the majority of their digital video ad budget via programmatic in 2015 compared to 2014.

BrightRoll surveyed 120 different U.S. ad agencies in December 2014 for the data. The company has been conducting the same survey for the past three years.

  • Nearly one in four agencies (22 percent) plan to dedicate a majority of digital video budgets to programmatic channels in 2015, up from just 6 percent the year before.
  • Over one-third (35 percent) plan to dedicate “around half” of budgets to programmatic this year — up from 32 percent last year — while 43 percent of agencies plan to dedicate a minority of their budget toward programmatic, down from 63 percent the previous year.

According to BrightRoll’s survey, most agencies expect mobile video to be the fastest-growing category in terms of digital media spend this year, followed by desktop video. Interestingly, 27 percent of respondents said they expect “programmatic TV” to be the ad category that sees that largest increase in digital media spend in 2015, tied with mobile display and ahead of desktop display, social and search.”

Native advertising is another important weapon in the marketer’s arsenal that is being impacted by the industry’s general shift toward programmatic. A recent MediaPost article highlights the dilemma that native advertisers are facing when it comes to integrating a programmatic platform.

“[Programmatic] allows sophisticated targeting, optimization, and attribution — without worrying about the nuances of each separate publisher.  Programmatic must allow massive scale without requiring a separate contract for each source of inventory.

Meanwhile, long-form, onsite native creates a tightly integrated experience for highly targeted campaigns aiming to reach a handful of publishers. A single piece of content produced by the advertiser will match the brand voice of these publishers.

However, much as with banner ads, advertisers will never be able to forge direct relationships with thousands of publishers and produce unique content for each of them. So either the unique content limits the scale to a small number of partners, or the content is more general and does not match the editorial voice across the broader distribution of publishers. The former limits the ability of native to go programmatic and achieve meaningful scale, and the latter requires a large set of publishers willing to host arbitrary third-party content under their masthead. Both are suboptimal, with the latter undermining publishers’ integrity.

So, while it will have its place as a niche format, long-form, onsite native ultimately cannot be the standard for programmatic at mass scale.”

However, as MediaPost points out, “by tapping into the pool of programmatic native, publishers can significantly increase their monetization options.

It’s very possible that native will be fully programmatic in the near future. Several large DSPs have announced integrations with RTB-enabled native platforms ranging from Facebook to general translation layers. And with any luck, in a few good years, the days of banner ads might be behind us.”

Across the board, industry insiders seem to think that programmatic technology will eventually enable the various channels to accomplish their goals of real-time engagement at scale. If the first couple months of 2015 are anything to judge by, we’re well on our way to proving them right.

Image via ChrisGampat

It’s Time to Automate Demand Gen and Rethink How Data Improves Marketing ROI

4795118657_7a51dd1c0f_oBy using the classic sales funnel, with disclaimers to how it’s never linear, Scott Vaughan, in his call to “Automate Demand Gen,” illustrates how already automated tasks that fall under Digital Marketing, such as programmatic display, search, video and even social, allow B2B marketers to manage and analyze these functions easily. Similarly, the low end of the funnel is being managed by company’s internal marketing technology, which he refers to as “marketing clouds.” These automated tools increase efficiency as the customer is closer to making a purchasing decision. Automation at the top and bottom of the funnel helps marketers improve ROI.

Somewhere in the middle of the funnel is Demand Gen, most of which is still managed manually. Including lead gen, call gen, content syndication, events, telemarketing and purchased lists—this category primarily relies on third-party data. Unlike the move toward automation in the other areas, B2B marketers are still gathering prospects from events and lists. Vaughan calls this process a “waste,” saying, “these middle-funnel processes and the resulting prospect data remain disconnected from the marketing cloud systems that are having enormous impact at the lower end of the funnel.”

How does Demand Gen waste resources? Valuable time and efforts go into identifying the prospect data, finding providers, setting prices and establishing contracts with each provider. And in many cases, submitting insertion orders and monitoring the reports is a manual function still. The results are usually unable to be analyzed until after the money is spent on a campaign. Vaughan cautions against the significant consequences of manual Demand Gen:

  • More leads expected, fewer resources
  • Bad leads (25 percent estimated) waste sales resources
  • Manual demand gen “hamstring the value of marketing automation” in the other parts of the funnel.

Automation, on the other hand allows for:

  • Standardization across all data sources.
  • Reduces waste of time/resources on manual planning and purchasing. Allows “one-to-many” approach with providers.
  • Technology used to validate prospect data for accuracy and completeness
  • Evaluate campaign during its run instead of after to tweak and improve accordingly.

Companies who automate see increases of “10 percent revenue within 6-9 months,” what are you waiting for?

“Think of Marketing in Terms of Real Time, Right Time and All the Time”

This line from Kalia Doner on “Rethinking How Data Improves Marketing ROI” sums up so much of what we’re trying to do.

  • Data should be built in from the beginning of all marketing campaigns. Often we slap it on mid-process, and it is not as useful.
  • Make sure the data is aligned with overall campaign goals.
  • Real-time marketing yields real results.

We can sum this up in “Always be analyzing and automating.” The more info we have during a campaign, the better we can manage and improve tactics used to achieve the strategy.  Automate demand gen so it’s not clogging up the more streamlined automated marketing tools you’re already using and always measure at every step.

Both of these tips streamline all marketing efforts and simplify marketing on all levels, and of course, improve ROI.

image via Je.T.