The delicate art of balancing marketing automation

Show Notes

• 02:36
  Benefits and opportunities in marketing automation

  Marketing automation can save time, reduce costs, and improve performance. If marketing automation doesn't achieve at least one of these benefits without negatively affecting the other categories, it's likely not worth keeping.
• 04:02
  The challenges of marketing automation

  Marketers who excel at marketing automation usually have the resources to invest in the necessary technologies, platforms, and talent. However, assembling the ideal tech stack and ensuring seamless operation can be challenging.
• 04:30
  Audyence in B2B marketing automation

  Audyence is a programmatic media platform that offers pay-per-lead inventory for advertisers, along with workflow automation powered by AI and machine learning. They work with agencies and businesses to streamline the process, improving ROI for demand generation efforts.
• 05:54
  Marketing automation and lead generation

  Effective marketing automation relies on clean data and understanding your ICP. By connecting the data throughout the funnel and leveraging it to nurture leads in a personalized manner, marketers can increase the likelihood of leads converting into opportunities.
• 08:39
  Marketing automation and the human touch

  For marketing automation, human input is required to identify the right ICP and develop an appropriate strategy to reach them. Ultimately, a successful marketing automation program requires that humans and technology work together.
• 13:44
  Simplifying audience building in marketing

  Audyence simplifies audience building by offering options to upload existing target lists or create one in real-time. While common mistakes include being too broad or too narrow with targeting parameters, Audyence provides real-time insights into the scalability of demand-gen campaigns.