Is online marketing automation the answer to a company’s lead engagement problems?

Companies and more specifically, digital marketers, are always looking out for ways to optimize, automate and make processes simpler to be able to run more campaigns, come up with more quality content, increase ROI and the list continues. Today, customers are expecting a personalized and engaging experience. However, a lot of marketers find living up to this expectation rather challenging. To be able to effectively engage with your audience, one requires a thorough understanding of what customers are doing, how they are likely to behave and how to connect with them on a personal level at the right time in the buyer journey.

Today, collecting data is not the hard part. Using the data to produce personalized experiences throughout all channels is the demanding part.

In this blog, we will be looking at five ways to make lead engagement easier for marketers using an online marketing automation platform.


Email Marketing

Email marketing through a marketing automation platform enables marketers to send a batch of simple or complex emails to engage with their audiences. These sets of emails may automatically be sent based on some pre-defined triggers, such as demographic data, in response to some specific action or behavior, or according to some other criteria.

Your marketing automation platform allows businesses to nurture their prospects by delivering the right and personalized messages to the audience at the right time and in context with their buying journey. Companies can use this opportunity to send customers a special offer or discount for their birthday or some other occasion, to send customers an after-sale feedback survey, or to contact customers who abandoned their shopping carts.


Mobile Marketing

To make the best impression on your audience, you need to be available on different channels, especially mobile. However, make sure you are providing a unified experience on all channels. Mobile marketing automation has proven to be a great way for brands to engage with their audience on an individual level.

With mobile marketing automation, marketers can engage with their audience using the mobile app, in-app messaging and customer service or sales chat box. They can also send a time-sensitive message through a push notification for example for a limited time promotional offer.


Social Media Marketing

The right marketing automation platform is a key tool for marketers to integrate social media marketing with their other marketing campaigns and channels, such as the business website, blog, and mobile app. Marketers can come up with engaging content to share on their social media channels like polls, contests, and videos so that their audience would also want to share the same.

Moreover, being active on social media will also help marketers collect valuable information such as additional demographic data and insights about customer behavior. An example would be what kind of content they like to watch or download and how often and for how long they use social media. These metrics can even help marketers improve their overall marketing campaigns and boost engagement with more targeted content.


Analytics and Reporting

The most effective customer engagement plans are those that are backed by tested, proven, validated and measurable strategies. Your marketing automation platform allows you to track your engagement metrics, evaluate the effectiveness of each individual campaign and narrow down your strategy to exclusively focus on areas that worked or that didn’t. This helps marketers to make well-informed decisions when it comes to marketing channels, updates, content, promotions and messages that will create the most engagement and ROI.


Website Visitor ID and Tracking

This feature of a marketing automation platform, also called web personalization, allows marketers to learn more about their anonymous visitors and their journey of coming to the brand. This technology allows marketers to get information about their visitors and help provide a more customized experience. This also enables marketers to make their retargeting ad campaigns more effective.


For more on online marketing automation: https://www.nx3corp.com/campaign-management.html


Salesforce CRM offers a complete range of features and functionality needed in today’s hypercompetitive business conditions at a scalable cost to fit any business type.

Business practices have really made a big turn from locally limited, face-to-face interactions to a giant global business market, where internet connection is the only real limitation. What hasn’t changed is the importance of the customers. Whether you sell shoes or houses, there is no way to get ahead unless you persuade someone to make a purchase.

No matter what point of view you may hold, there is no denying that the lifeblood of all businesses is their customers and they are the ones who really determine future success, which means that there is a necessary place for CRM in businesses today.

CRM is now often characterized by some particular tools, usually in the form of a web application or software, which allow businesses to give their customers and other associates individual attention. This may include buyers, suppliers or anyone else the business associates with in any way.

Here are some statistics to better understand the value and practice of a CRM in the actual marketplace.

  • According to Forbes, CRM is a $36 billion industry.
  • A study by Baseline says that CRM ROI equates to $5 for every $1 spent.
  • According to Innopple Technologies, 65% of sales quota increases when a business adopts CRM.
  • According to a study by Global Customer Service, 67% of customers will spend more money if the experience is positive.

With a changing business environment and customer expectations, CRM solutions have gotten more comprehensive and severely automated to cater to all aspects of the customer cycle. By adopting CRM solutions, like implementing Salesforce CRM, and improving customer experiences, businesses are experiencing extremely positive results. However, in years to come, CRM will continue to act as a universally beneficial solution to all possible issues of customer relationships and will remain an essential factor in the success of businesses.


Why choose Salesforce CRM solutions?

Salesforce CRM solutions consist of a comprehensive variety of CRM classifications and systems to cater to the different needs of different businesses, including Sales Cloud, Service Cloud, Marketing Cloud, Data Cloud, Analytics Cloud, App Cloud and Community Cloud.

Synchronize your communication, analyze and adopt detailed insights to make your campaigns more effective, efficiently recognize and segment your audience, multiply your lead conversions, follow-up with clients to build-up stronger relations and build a lead-nurturing chain, which help expand your business horizons.

Salesforce CRM solutions is the perfect fit for a first timer, as they offer a 30 day trial for free for businesses to try this CRM system and discover for themselves how much of a change it can bring for their overall business.

However, there are also digital enablement and marketing agencies that offer you Salesforce CRM solutions among other technological services, like NX3’s CRM services based in NY. With a tech-savvy and experienced team, who understand Salesforce from the inside and out, NX3 can really drive home the maximum benefit and change your CRM game for good.

For more on Salesforce CRM solutions and how it benefits your business operations click here.

Marketo Implementation

Everyone knows how customer segmentation works. Companies want to personalize their marketing efforts so they can easily find customer demographic data like age, location, and gender. Applications like Marketo Implementation have changed companies’ previous understanding of segmentation. There have been significant developments in segmenting customers on a more individual level, with improved data analysis using machine learning and automation.

The experts of the industry are emphasizing that for effective segmentation, customer behavior is equally as important as customer details. For a better understanding and the ability to make highly-informed decisions, companies need to dig deeper and analyze their customers’ behavior as well as their details.

For example, a number of companies sort customer data by the abandoned carts in their online stores. In response to this, they might take an action of offering a special discount or simply reaching out to these visitors to find out why they abandoned their purchase. Using Marketo Implementation, companies can further segment this group of abandoned carts into customers whose debit or credit card was denied and customers who entered all details except for their credit or debit card information.

By being more in sync with customer behavior, companies can not only improve their data analysis but they can also enhance their marketing content, personalize their messages on a deeper level for each type of customer and design landing pages that specifically target that customer type.

Let’s have a look at three major factors that companies should consider when segmenting their customers.


Machine learning and automation are intrinsic parts of effective segmentation

The major reason that a lot of companies have still not been able to use customer segmentation to its optimal potential is that sorting and analyzing that amount of data can be tedious work. Also, accuracy plays a big part here, as one wouldn’t want to take the risk of miscalculating or missing out on an important aspect of the data.

However, machine learning and automation have reshaped not only the process of customer segmentation but overall digital marketing. Companies can now use an exceptional engagement platform for hyper-targeting and examining of their customers’ journey, to automatically improvise marketing content and allow interaction with the audience on a more personal level.


Build trust with micro-segmentation

According to an Infosys survey, 78 percent of customers said that they are more likely to purchase from a brand that sends them more personalized offers. Micro-segmentation allows you to understand your customers’ needs, desires and pain points, to be able to personalize your marketing efforts and content accordingly. Companies can develop customers’ trust in the brand using micro-segmentation to address the most import concerns of their customers.


Your audiences’ needs are not static

A problem with the segmentation process of a lot of companies is that they analyze the data, place each customer in the relevant segment and never go back to reanalyze or take into account the newly collected information.

However, we know customers’ needs and taste preferences change with time. Today a customer can be in a completely different mental and physical state than they were when you last segmented your data. Tools like Marketo Implementation continuously work and reanalyze the data to place each customer type in the right category, which will be very helpful in accurate targeting.



Effective segmentation of customers can mean more opportunities for the personalization of marketing and sales strategies. Even though customer segmentation is not a new concept in the digital marketing world, tools like Marketo Implementation with elements like automation and micro-segmentation are making it a realizable option for companies of all types and sizes.

For more on customer segmentation and how such tools can impact your business practices visit: https://www.nx3corp.com/marketo-implementation.html


The field of online marketing automation has expanded at an astonishing rate in the last couple of years.

According to a study conducted by HubSpot in 2017, 70 percent of marketers said converting leads was their top priority.

You must know many marketers who are captivated with online marketing automation and its results, or you must have at least heard about automation. But, don’t you just want to know… What is online marketing automation and what does it actually entail?

Online marketing automation refers to a software that exists with the basic goal of automating marketing activities and efforts. With new technologies in the field of marketing, repetitive tasks like emails, social media and many other website actions can be set so they are performed automatically. The technology of marketing automation makes this easily possible.

Online marketing automation refers to platforms and tactics that allow businesses to nurture their prospects using highly personalized, valuable content that help convert leads into customers and customers into happy customers. This kind of marketing automation usually helps businesses produce considerable new revenue and an excellent return on investment.

It may not be one of the easiest marketing initiatives but it’s definitely not impossible. Here is an example to better understand the concept of marketing automation. Imagine you are trying to grow a plant. First, you will have to fertilize your soil so it’s prime for growing your plant. Second, you will need seeds to grow the plant. Finally, you will require water and light to nurture the seed so it grows into a blooming plant. It’s not guaranteed that your plant will be lush, but it certainly is possible. Coming back to our story, effective marketing automation is exactly like nurturing the plant. At the end of the day, we can only hope that our nurtured leads will grow into actual paying customers by following all the steps and taking great care.


Practical use of online marketing automation

The practice of online marketing automation can help businesses streamline their marketing activities and efforts for more efficient and quicker results. However, online marketing automation programs dominate the industry because they allow businesses to update in real-time.

According to a study by the State of Marketing in 2017, 67 percent of marketing leaders used a marketing automation platform. The same research said that over the course of next two years, an additional 21 percent of marketing leaders plan to start using a marketing automation platform.

According to the marketing automation trends survey in 2016 by Ascend2, 63 percent of companies outsource all or some parts of their marketing automation strategy planning, 51 percent use a combination of in-house and outsourced marketing automation resources, 12 percent outsourced completely to a specialist and only 37 percent used in-house resources only.


Barriers to successful marketing automation

According to the marketing automation trends survey in 2016 by Ascend2, the most significant barriers to marketing automation success are:

  • Lack of an effective strategy (52%)
  • Complexity of the system (42%)
  • Inadequate contact data quality (38%)
  • Lack of employee skills (32%)
  • Lack of relevant content (31%)
  • Marketing and sales alignment (30%)
  • Budget constraints (27%)


Hence, when it comes to marketing automation, marketers and industry leaders suggest outsourcing these services from a digital marketing agency, because they can help you break down barriers to reach a successful marketing automation program using their team of professional and experienced experts and latest technologies.

For more on this, find out what NX3, a leading digital marketing agency based in NY, has to say about Marketing Automation. https://www.nx3corp.com/marketo-implementation.html









Pull off multichannel communication and benefit from an improved understanding of your customers by adopting unconventional best practices for efficient online marketing automation.

What does an online marketing automation platform do?

To rise above the hypercompetitive business environment and marketplaces, companies need to come up with innovative business strategies that make them stand out from their competition and attract new customers at a faster rate.

This puts your marketing team in a rather tight spot, as it’s their responsibility to generate as many high-quality business leads as possible for the sales team. What can help the marketing people to find success? Coordinated workflows. Marketing has become a more complex and broad area, and PR or brand awareness doesn’t even begin to cover it all.

To cope with such high expectations, marketers have adopted the practice of measuring the performance of their campaigns with respect to strict KPIs. They are also adopting more multitasking practices, as they have to fill multiple shoes like lead generation and lead nurturing. Keeping all this in mind, the best solution for any marketer today is an online marketing automation program.

When using marketing automation platforms like Marketo, marketers can make the best use of all available communication mediums to get in touch with their potential customers, keep potential customers engaged until they are ready to make a purchase and analyze the results and progress of all marketing campaigns. A technological tool, marketing automation platforms are developed to automate marketing operations, which can be rather time-consuming tasks when done manually. Hence, hiring a service provider that is a certified Marketo partner and can offer Marketo implementation support can be the best thing for a business. Here are some areas where a powerful marketing automation platform can really take the productivity up a notch:

  • Marketing campaign automation
  • Email marketing tools
  • Lead generation and distribution
  • Event management
  • Customer database segmentation
  • Integration capabilities
  • Collaboration tools
  • Knowledge/data management

Why should you use an online marketing automation platform?

An online marketing automation platform is a way for improving and optimizing marketing efforts by understanding and productively using your data. With Marketo, you can have a 360-degree view of how your campaign is progressing and performing. Don’t forget, you can send mass, segmented emails to your target market, increase the efficiency of marketing campaigns, minimize human errors, find new leads and nurture them to transform them into business opportunities by following step by step, out-of-box practices.
Marketo implementation enables businesses from all industries to streamline, automate and measure marketing activities including lead generation and lead management. Marketers can benefit from evaluating specific workflow values and results, which are stored and later executed by the marketing automation platform.

Let’s get a closer look at some of the most effective features that an online marketing automation platform has to offer.

  • Website behavior tracking

This allows businesses to get a better understanding of who their potential customers are and who is just passing through their online properties.

  • Lead management

This allows businesses to track their website visitors’ behavior and identify the channels and sources of lead generation. One can also build lead profiles and track the efficiency of lead generation sources, which will allow them to use the best performing sources and improve underperforming ones.

  • Personalized email marketing

Customer satisfaction is one of the key indications of your success. Marketing automation programs allow you to target market groups appropriately and address leads personally, which allows you to personalize your communication and build a community of loyal customers.

  • Automated lead nurturing campaigns

Lead nurturing focuses on educating your sales qualified leads (SQLs) who are not yet ready to make a purchase. Marketing automation programs enable you to better understand your target audiences’ needs and preferences, based on who they are and where they are in the buying cycle. You can nurture your leads and keep them engaged by providing the most relevant and engaging content to go with their specific situation.

Marketing Automation

What is marketing automation?

Marketing automation refers to all software platforms and all technologies designed for marketing experts and organizations to automate their repetitive tasks and to more efficiently market through various online channels, including emails, a website and social media.

According to InTouch CRM, marketing automation is widely used and providing results:

  • About 63% of companies that are outperforming their competitors use a marketing automation platform.
  • Businesses that make use of a marketing automation platform, such as Marketo, to nurture their prospects experience an increase of 451% in their qualified leads.
  • 75% of companies that use marketing automation for their marketing efforts see ROI (Return on Investment) within a year.

What makes marketing automation a solution for you?

When looking for a marketing automation solution, there are a number of elements you should ensure your marketing automation platform provides. Usually, these platforms provide a number of features, but not all of them are in the package you may purchase. You can always expand your features over time. A few of these features are listed below:

Data import

Data import allows you to automatically extract data from customer-related systems such as billing and support. The data can also further be augmented, segmented and filtered from your marketing automation campaigns.

Data export

There are many business systems, such as a CRM, helpdesk and billing department, that will require a data exporting feature to be triggered when a customer event takes place within a marketing automation campaign. An example could include setting a reminder for a follow-up in Salesforce.


Beyond the features of sending and receiving data, your business may need an API feature for externally triggered events and to update information within your marketing automation campaigns.

Drip campaigns

Drip campaigns allow you to align a series of messages to your customers across your choice of medium to keep them engaged and educated, as well as to push a conversion.

Triggered campaigns

Triggered campaigns allow your business to initiate new correspondence based on a certain customer action. For example, you may want to execute a campaign that nurtures a specific prospect to convert them into a lead.

Lead scoring

If you do customize your user activity with lead scoring, you can more effectively communicate with your users by understanding where they stand in the buying cycle.

Filtering and segmentation

The feature of filtering and segmenting your subscriber list for each campaign allows you to have a more results-orientated campaign. The option to filter your recipients and segment your offers will give you a higher level of customization and increased chances of a higher open rate and more conversions.

Social media integration

Today, engaging with your business audience through a brand’s social media channels is essential. Your brand’s social media behavior can help your leads to jump through the buyer’s cycle as they connect with you faster and on a more personal level.

Email marketing

Email marketing is more or less the foundation of marketing automation and therefore it is important to design and execute your campaigns to optimally reach your targeted audience. Your communications have to be mobile responsible as well. Integrating use of text messages and phone calls is absolutely a plus.

Unlimited, cross-channel campaigns

One-channel communication is not very effective any more. Hence, your marketing automation platform should allow you to run cross-channel campaigns that actually play a part in capturing leads, upselling existing customers and renewing customers with brand interaction.


Account Based Marketing (ABM) is the alternative marketing strategy over a broad-reaching approach for B2B marketers. ABM is where sales and marketing efforts concentrate on well-defined, segmented groups of accounts within the market.

Marketo provides the following definition:

“Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.”

With ABM, your marketing efforts rely on the specific features and needs of separate targeted accounts. Where traditional marketing is based on forming a wide net, ABM works more like fishing with spears. ABM is more targeted, calculated and when performed properly, it can be highly effective.

  • 84% of marketers say that ABM strategies out-perform other marketing investments. (Source: ITSMA)
  • 97% of marketers achieved higher ROI with ABM than with any other marketing initiatives. (Source: Alterra Group)
  • 92% of B2B marketers worldwide consider ABM to be very important to their overall marketing efforts. (Source: Sirius Decisions)

To better and realistically understand the real-life practices of account based marketing by marketers, let’s have a step by step look into an ABM campaign by NX3.



The objective for this campaign was to bring targeted traffic to the Zoetis booth during the North American Veterinary Conference, which would ultimately increase lead conversion.



The target audience or the account for this individual campaign were the registrants of North American Veterinary Conference.

The vision behind this campaign was to use email and social media to promote engagement from the targeted accounts to interact with the Zoetis booth.



A personalized email was sent to attract the conference registrants to come to the Zoetis booth during the event. This email included some relevant educational material and giveaways to promote participation.



This pre-event ABM campaign to nurture the target account showed impressive results, with an open rate of over 50%.

For more in-depth study of this ABM campaign of NX3, click here: http://nx3corp.com/navc.html


More about ABM campaigns:

Account-based marketing campaigns are perfect for marketers who want to go above and beyond to achieve optimum results from their marketing practices.

The best part is, ABM campaigns are simple and intuitive. Here is your ultimate guide for a successful ABM campaign.


  1. Identify your target accounts
  2. Research your accounts
  3. Create impactful content
  4. Pick your channel communication
  5. Run your campaign
  6. Measure your results and ROI


Most often, businesses today seek out digital marketing agencies that best understand their needs and who can design and run ABM campaigns for them using their experience, expertise and intuition in relevant matters.


Marketing Automation Platform

A tailored and effective marketing automation platform is a need for organizations of all sizes who are looking for opportunities to grow while sustaining their quality and brand position.

All organizations have different goals to meet in a certain period of time and they require realistic objectives to help them meet these goals. However, where business expansion is one of the most common business goals, it is essential that these businesses analyze and evaluate marketing automation platforms that can help them maintain and increase effectiveness of communication with leads, while expanding their operations.

No matter what industry you are from, today’s markets are exploding. Why would you go with a one-to-one method of communication when you could, more easily and effectively, go with a one-to-many method? This brings us to marketing automation platforms, like Marketo, that can make your operations easier and more efficient.

Here are four reasons to pick your marketing automation platform today:

  1. Reach more with less efforts

Unlike the old manual ways, the right marketing automation platform can very easily help you scale up your number of leads in hundreds, tens of thousands and even more. With your marketing automation platform you can reach out to your entire list of subscribers in one email blast, if need be, or you can segment and personalize your emails with ease.

  1. Connect more personally

Your marketing automation platform also allow you to keep adding information in your database that helps you to send more personalized and effective emails. You can not only use information like geographic location and industry type but you can keep track of behavior data that actually lets you know how many emails were opened, who clicked on a landing page and more.

That’s how marketing automation platforms allow businesses to see the rare sight of ‘personal’ and ‘automate’ work hand in hand. This feature help you stay relevant, personal and better cater to your prospects’ and customers’ expectations.

  1. Communicate through every stage of customer journey

With growing leads, sending relevant emails may be a hard task without your marketing automation platform, as every lead will have a unique journey. However, marketing automation platforms, like Marketo, allow you to track each buyer’s journey while also tracking their activities on your website, landing pages, social platforms and display ads as well as their email open and click through rate to help you provide the most effective communication.

  1. Get proof of everything with analytics

Getting a precise analysis from your marketing automation platform can be a great help before deciding to make any changes. You can test theories by implementing the change on a small group and evaluate its effect through analytic report.

Additionally, you can track the complete journey a lead makes from its creation to becoming a customer, which can help your business immensely with new leads. Furthermore, track and evaluate your team’s marketing efforts and how it impacts your ROI, or return on investment, with every new campaign.

With the modernization of human life, being around innovation, efficiency and sophisticated tools to operate your business simply makes sense.