Common bottlenecks in digital marketing industry and their Solutions

Marketers are used to experience bottlenecks that impede the materialization of various strategies. However, the solution to these bottlenecks in digital marketing lies in ‘marketing automation’. Due to fast technological advancement, companies today have the option of SaaS tools to overcome the barrier between business and consumer. SaaS tools provide marketers with an option to provide advanced and improved customer experiences and thus maximize profitability.

According to a survey by Blueshift Benchmark Report 2016 currently, only 51% of businesses are utilizing marketing automation to overcome the faced hurdles. This highlights the huge number of hurdles faced by industries in digital marketing. Following are the main challenges faced by business companies:


Data can be a bottleneck for industries. Data can pose serious challenges to strategies. The top priority for marketers is to create traffic. However, a serious drawback is that traffic may hinge on data processes of a company. Extracting insight is the key to success in marketing efforts in B2B or B2C both channels.  What needs to be addressed is Single Customer View. SCV is basically the flow of data that helps sales and statistics development.


The second challenge being faced these days is of Technology innovation. Technology innovation has reshaped the digital landscape entirely. Customer-brand relationship has gained immense importance. The entire communication is relying on consumers these days. Thus, it has become important for brands and industries to utilize technology for their advantage. They can no longer claim ‘’technology gap’’ as a reason for delivering poor customer services.


Though it could be difficult at times to focus entirely on wider strategic goals, it is important to consider the importance of time amidst the day to day tasks. For example, research shows that 79% of marketing leads never get converted to sales, the reason behind this is poor lead nurturing efforts but the main cause here is lack of time. Thus, managing time effectively is the key. To manage time effectively, one should rely on marketing automation. Though it takes time to implement, it definitely saves time in the longer run. Automation thus serves as a revenue-generating tactic. Automation of social media posts can save 6hrs every week. Similarly, dynamic content variation increases sales by 20% in emails.

Lack of Resources

Lack of enough resources is a major bottleneck in automation journey. Many marketers, while working on day to day tasks, forget to focus on process improvement and automation. This may compromise marketing effectiveness in the long run. An eMarketer report suggests investment in improving and digitalizing resources with the passage of time. As per reports, 40% of UK marketers opine that having limited resources is a major hindrance for them in email marketing automation. Budget restraints and lack of effective strategy make the situation more complicated. Thus, the solution lies in gradual investment in upgrading the resources to achieve maximum benefits.


Marketers can utilize technology effectively by using the right expertise. According to a report published by the Digital Marketing Institute, most important skills gap between UK and US organizations is strategy and planning. To overcome the challenge of expertise, strategic guidance via account manager and digital consultancy session can help.

Unsure of Audience

Understanding the audience for a particular project is the key to create valuable content. Not knowing the demands of the audience is the foremost hurdle in developing valuable content and achieving desired outcomes. The solution lies in developing the extensive profile of the target audience including all necessary details like business role, industry, and purchase authority, etc. Strategy tools could also be utilized to focus on a specific audience. By focusing on motivations along with demographics cannot only help in content development but can also be utilized in the whole organization in understanding the prospects in a better way.

Unsure of Goals

One may lose the direction of intended goals by spending less time in planning and directing more energy on day to day tasks. According to 2016 Benchmarks, Budgets and Trends report, marketing effectiveness increases up to 55% if there is clarity of goals and vision in an organization.

Importance of Innovation

Lacking new ideas is one of the most important factors that prevent progress in digital marketing. Ideas brainstorming sessions can help bring innovation. Moreover, allowing writers to self-assign is another method to improve the quality of content and final outcome.

Ad hoc Scheduling

One of the toughest task faced in content marketing is adhering to particular content cadence. This may seem obvious and easy, but maintaining and sticking to the editorial calendar across the whole organization is a tedious task undoubtedly. It is thus advisable to make content calendar visible to all employees of an organization to achieve synchronization and harmony in the organization.

Limited or No Access to Design Resources

Lack of expertise can stifle the creativity of writers. Digital automation provides the solution. By introducing automation and creativity in design resources and providing access to all contributors is the key to developing innovative and market competitive content. Manual access of all resources no doubt is important but it requires considerable time and energy to fetch desired resources manually. Automation helps saving time and energy and utilization of the expertise of content writers in a more effective way to produce maximum benefit for the entire organization. For example, Companies may use some budget to create a reusable template from agencies like Digital Marketing Agency which provides terrific designs at affordable rates.

Various bottlenecks in the digital marketing industry were discussed along with their possible solutions.  The most important solution though is introducing automation to achieve desired outcomes i.e. short term and long term goals.

Four Proven Strategies for Increasing Your Conversion Rate On Ecommerce

Do you think you are doing your best to drive traffic to your ecommerce site?

Do you use an online marketing automation platform, such as Marketo, to help you increase your conversion rate?

You may have a good number of website visitors, but if you are not converting them into customers as best as possible, you are missing out on a lot of sales revenue. Minor tweaks and changes can make a big difference in how a visitor’s journey ends on your website.

In this blog, we will learn four effective ways to boost conversion rate, increase revenue and achieve goals.

Take Advantage of Abandoned Carts

How do you deal with abandoned carts? If you don’t have a strategy for abandoned carts then you are letting potential customers slip away. When a visitor adds products to their cart but doesn’t make the purchase, all they need is a little nudge. There could be many reasons for not checking out. They could have gotten distracted by something or they could have decided to visit other websites.

According to a shopping cart abandoned index published by Listrak, during the last six months of 2017, the abandonment rate was 77%. Hence, if you have an ecommerce site, chances are you will have many visitors not complete checkout, but if you act fast you can still make them convert. Online marketing automation platforms allow you to send personalized emails or automated email reminders to your visitors with an abandoned cart for customers to finish the purchase.

Click here to learn more about how your ecommerce site can benefit from an online marketing automation platform.

More Benefits, Fewer Features

Another effective way to increase your conversion rate is to change your content. The product or service description on your ecommerce website should always focus more on how your product or service will benefit the customer, help achieve their goals and provide value or create memories for a lifetime instead of only talking about its features.

Do you see how that would be better than a dry description of features? When finalizing what goes on your website, remember that people don’t but the product, they buy emotions and experiences.

Coupons for All

Everybody loves a good discount (I definitely do). According to Marketing Prof’s consumer psychology report, more than 50% of customers wouldn’t have purchased from an ecommerce website if they didn’t offer a discount.

Offering a coupon code is a great way to provide your customer a free value and it’s a proven way of increasing the conversion rate. You don’t always have to give out big discounts. Something as small as a 10% coupon is just as good as any other discount.

Make It As Easy As Possible

Your website visitors should be able to get to the checkout in approximately four clicks. This would usually include adding items to the cart, clicking checkout option, putting in information and placing the order. You should make sure your sales funnel is as lean as possible.

The three most important stops on your sales funnel are the product page, the cart and checkout. Keep checking these areas and jot down where there is room for improvement. Here are some ideas to improve:

Product page:

Include high-quality product images from different angles, be enticing with descriptions, make the “add to cart” button easy to find, and display the reviews and feedback your customers have given you.


Line the items and make sure the totals and shipping costs are easy to see. To increase conversion and therefore to provide a better experience, you can provide editable field options such as coupon input, quantity, upsells and warranty policies.


The key fields of customer information you absolutely need to make the sale are the name, email, shipping address and payment method. Other than this, all the non-essential information and the setting up of an account should be optional for checkout. This is important because not every customer would want to create an account and you wouldn’t want to miss out on a sale.


Increasing the conversion rate of your ecommerce website is an ongoing process and requires continuous optimization of your store and trying new ideas. However, a digital enablement agency with an online marketing automation platform, can really help you increase and sustain a competitive edge for your ecommerce site.

Six Email Marketing Tips for Every B2B Digital Marketer

Are you looking for an online marketing automation platform for your business?

Social media and content marketing are great examples of lead nurturing via the sales funnel, but they do have their limitations. To get this content in front of leads requires a high keyword search ranking and the social media environment operates with heavy competition and a short lifespan. On top of that, there is no guarantee that leads would find the content.

However, using an online marketing automation platform for your email marketing strategy will increase the likelihood of your content being actually consumed by the leads. With modern technology, such as Marketo implementation and lead nurturing efforts, businesses can deliver relevant, personalized content on a channel their leads actively monitor.

To further help your business make the most of the latest technologies and robust strategies, here are six email marketing tips that every B2B digital marketer should consider.


Use an Account-Based Marketing Approach

Email “blasts” are no longer effective. Online marketing automation platforms allow for the optimum utilization of resources with targeted and personalized communication. Today, the best email marketing practices are less like social media marketing and are closer to account-based marketing. To be effective and inspire engagement, emails today are required to cater to the specific needs of each lead.

The account-based marketing approach involves segmenting your leads into relevant groups or accounts, based on their stages in the buying journey. This helps you deliver effective email communications specifically designed to help the given account gather the information they require, move further into the sales funnel or make a decision.


Optimize your emails for mobile

Today, if your emails are not optimized for mobile, you are most likely going to miss out on a sizeable portion of your audience. According to recent research, 68%of people check their emails on mobile devices and only 32% use their desktop to do the same.

A smart, mobile-optimized email template would be the most natural starting point, but how you structure your content is of great importance as well. To properly optimize your content, divide it into short and succinct paragraphs that are easily readable on a mobile device. In addition, make sure the links and buttons in the email are big enough and can easily be tapped.


Use trigger-based campaigns

Trigger-based campaigns using online marketing automation automatically send emails based on particular actions or inactions. For example, you could run a trigger-based campaign to send a welcome email to an individual when they create their account or to send a reminder to someone who abandoned their cart before checkout.


Personalize communication

You can enjoy higher open and click-through rates with personalized emails. Beyond the boosting of sales, personalization can be a very powerful means of engaging with your audience and building strong relations.

There is a range of ways you can use personalized communications, from using leads’ names, wishing them a happy birthday, to sending emails from a personal account instead of a brand, to make it a conversation and not a sales pitch.

Over the years, the information you gather works as an asset you can use to execute effective strategies that incorporate personalization of all types.


Customize dynamic content

To take the personalization a step further, you should use dynamic or smart content. Some online marketing automation platforms enable dynamic email campaigns that send different content to each recipient based on their available data.

On the basis of historical purchase data or information from previous brand interactions, you can apply a dynamic code to specific sections of an email template, which would customize these sections for each recipient.


Make your emails interactive

An interactive email is like a functioning web page. As people open the email, they can perform the required tasks right from the email, whether it is filling a form, rating content, responding to quizzes or providing other information.

An interactive email saves recipients’ time, and is more convenient and provides an overall better experience.

The Role of Marketing Automation in Your Digital Transformation

When you initiate something and proceed with it, the time may come when you get either frustrated or tired if the task isn’t going as planned. The first thought that may come to mind is that the use of technology may make things happen automatically. In this blog, we will be discussing how marketing automation is significant in the way of your digital transformation.

Defining Automation

Automation refers to using software or platforms to execute repetitive tasks effectively and in less time, and streamlining one’s digital strategy to smooth out and accelerate workflows.

Marketing Automation and your Digital Transformation

Every individual thinks of ways to ease rigorous activities, minimize their margin of error and ensure timeliness.

When it comes to businesses, many scenarios arise that demand implementing automation for certain processes. Whether you handle a huge plant in an oil refinery or send hundreds of emails at a time, automating processes is inevitable and unavoidable. Furthermore, as companies grow, they need to replace the outdated, old-fashioned ways of pursuing operations with machines and software that perform human tasks. Platforms like Global Shop Solutions and Deskera ERP are widely used enterprise management and automation softwares that have transformed the way industries managed their businesses a few years ago. Marketo is one of the best examples to explain how deep automation has gone into the online marketing industry. It is a multi-functional software platform that enables marketers run diverse campaigns more effectively in a collaborative working environment.

It’s More Reliable

If you leave a task to a human and specify a deadline, there is a chance that it may not get completed on time. Moreover, there can be human error on the final product, requiring more time for completion to get the errors fixed. Automation ensures the specified task gets completed in a set time span. Machines do not get tired and wear out. Once a task is assigned to a software, it executes right away.

It Saves Time

It’s quite needless to mention that computers are much faster than humans. Imagine editing the recipients of an email and then clicking the send button a hundred times. That would probably take a whole day, and then responding to the responses would take even more time. That is where automation can be counted as nothing less than a blessing. One click and an email is sent to all hundred customers, saving the whole day.

customer segmentation

Are you the same person as your friends and family members? Do you also like, need and want the same things as your brother, sister, mother, or father? Obviously, this is all a big no! You’re your very own person.

So, why do some companies and brands expect to appeal to a diverse range of customers with the same content with their marketing campaigns all the time?

Marketing companies find it to be an integral part of their marketing strategy to divide their audience by a range of parameters. This is very useful to effectively approach different segments based on their needs. Additionally, the trends and technology prevailing today in the industry make it extremely important to personalize content for customers, for which segmentation is essential.

Moreover, artificial intelligence, machine learning techniques and analytics methodologies combined with cutting-edge online marketing automation tools will soon transform the way marketers see their marketing campaigns and the way customers evaluate them.

In this blog, we will be discussing some of the popular ways companies segment their audience.

Geographical and Personal Details

Segmenting customers by their geographical and personal details, like age and gender, makes it easy for companies to run location-based campaigns and offer products and services based on someone’s age or gender – think beauty products, clothes, even spa services.

Such segments are very common, and most companies probably have some level of geographical and personal details in their database.

Psychographics – Behavior, Opinions, Preferences, Choices

Every customer is a distinct individual who makes their own choices and has specific preferences and opinions. Customer behavior and preferences can be understood by the way marketers track web sessions and how people navigate certain areas of a website. This behavior can be easily tracked through analytics and search engine optimization tools and techniques.


Intelligent Segmentation through Machine Learning for Smarter Automation

In earlier times, it was counted as something extraordinary if a customer was greeted with a personalized text message upon purchasing a product or entering a hotel. Today, it is considered the norm, and the absence of such personalized communication is considered below standard. This is because the standard of marketing is constantly on the rise, thanks to technology. Artificial intelligence and machine learning play a huge part in providing customer experiences that are perceived as different and exclusively designed for them.



The aspects of online marketing automation are very dynamic, and can never be taken for granted, especially knowing the lightning speed of advancements. Marketers must keep an eye on changing customer behavior and choices to always be in a position to figure out what changes they need to make in their marketing data and strategy. Being complacent about a perfect marketing strategy might get them in trouble.

How Technology Helps Marketers Address These Five Marketing Trends

Today, almost all aspects of human living have been influenced by technology. And when it comes to the digital side of human endeavors, technology seems to be ruling it. In that context, marketing looks to be overwhelmingly inspired by the rapid growth of technology.

Moreover, marketing trends are never serene, as they change too briskly. You need to have a multitude of strategies lined up so that you can always turn to the next strategy as trends change. This is where the technology plays a substantial role.

Let us see how the top five marketing trends in online marketing automation are addressed easily using technology. We’ll use Marketo for the examples, but you can apply to any marketing automation tool.

Never Be Predictable

The audience of today has become demanding, and there are reasons for it. The rise in the standard of marketing has developed a trend of asking for newer, smarter and more creative stuff. Moreover, the abundance of marketing content has educated audiences into what is innovative and exciting. Therefore, any conventional, predictable content is quickly ignored and left without being given attention.

Fortunately, technology takes marketers one step ahead from being seen as predictable by their audience – courtesy of web personalization. Instead of making generalized conversations and putting up traditional marketing phrases, marketers use customized content such as personalized messages, emails and images to engage smarter with the audience.              

Marketo implementation brings even more benefits to a marketing campaign. It provides you with options which take personalization to a whole new level. Marketo introduces Artificial Intelligence (AI) to the game, and generates tailored content after assessing customers’ information gathered by their behavior and handling. That doesn’t only stimulate lead generation but secures a positive customer impression too.

Adapt to the Domination of Mobile Phone

The few inches of the mobile screen is the most viewed window in the world for sure, and thus the most powerful medium for marketers to reach out to the masses. Since the number of mobile phone users across the globe is constantly on the rise, it would be unwise to align the significance of mobile phones as a medium with other media.

The industry has already adopted the trend and started to cater to a customer’s journey by exclusively emphasizing the mobile device user experience. Marketing content these days is exquisitely designed for mobile devices to optimize a visitor’s web session. Marketo synchs the data with lead profiles, saved in different social platforms’ mobile applications, and releases ads, alerts or emails instantly. This gives marketers exposure to potential customers.

Data Drives the Campaign

Handling data today takes some serious effort from the marketers. Marketers have loads of diverse data that they need to maneuver time to time for the execution of their dynamic marketing strategies. But the concern is, how to handle and make the most out of it.

The good news is, data handling has never been as easy as Marketo has made it. Marketo implementation ensures the eradication of any hindrances in the way to managing data by providing smooth to and fro transportation. It offers an ease of moving data over and over again, and great convenience to use it in accordance to the custom standpoints of customers or potential customers.

Account Based Engagement – A Focused and Calculated Effort

Simplifying the spectrum, identifying the target, and then aiming at it is more logical than roaming the market in hopes to find a yielding interaction. That is what Account Based Engagement focuses on. Attempting to impress a broad range of companies or individuals with the same content is utilizing more effort for little outcome.

Engage with the most fruitful profiles in terms of revenue rather than wasting time and money with the infertile ones. You can channel customers more quickly and even assess the success through Marketo’s remarkable analytic features. Marketo organizes the particularized campaigns in order, and paves a great way to respond to customers promptly.

United We Win

The truth of working in departments and teams is that the departments and teams are for the organization, not for the customers. A customer has an impression of an organization as a whole; therefore, it is crucial for an organization to bridge gaps among its individuals, teams and departments. A combined drive with sound collaboration is highly important to produce meritorious results.

The sales engagement technology of Marketo lays a perfect collaborative platform for marketing and other individuals not only to execute their techniques jointly, but also to analyze their outcomes. Furthermore, Marketo’s “Sales Insights” enables marketers to steer the leads effectively and generate higher revenue.

The trends in online marketing automation might change soon, but we can still rely on technology as it stays ahead of the trends moving at lightning speed. So as the race advances, so does the technology to come up with more futuristic solutions to cater the digital needs.

Technology & Business Communication

Salesforce solution management is all about enhancing business communication with technology.

Salesforce is one of the best CRM platforms we have available today that actually allows businesses to treat all their customers like they are the only customer. Salesforce anticipates and understands the needs of clients and solves their problems, while identifying various opportunities to help them better manage their business information and interactions. Salesforce solution management allows clients to get complete CRM enablement on a single platform, which can be accessible from anywhere.

Salesforce is cloud-based software, which provides applications for sales, services, marketing and much more, without requiring expert IT assistance to help set up the software. Clients can easily log in to Salesforce and connect with their customers anytime.

Salesforce provide its clients a fulfilling experience by allowing them to sell, service, market and even build apps using a single platform. At their complete convenience, clients can log in to the platform, manage and analyze their customer activities with Salesforce’s web-based CRM program. Being able to constantly monitor everything including sales leads, support tickets, channel marketing and website analytics, gives clients much more control over their activities in the most organized and high-end manner possible.


Salesforce E-commerce Solutions

Salesforce e-commerce solutions allow clients to move their online community into a more inclusive place for more intelligent use and better business results. You can help your customers to discover, research and buy products from an all-in-one, mobile and social environment.

With Salesforce e-commerce solutions you can put your products in the right place at the right time, which can help increase your customer satisfaction and revenue generation. You can create new opportunities for purchase by connecting with your customers while they discover and discuss your products on their social channels. Once they see something they like, they would be just a click away from making the purchase.

When you allow your audience the ability to buy from you directly via online discussion groups, they help you upsell by becoming your biggest product advocates. Hence, you enable your customers to sell for you and make them partners in profit, which can help you reach new heights of customer experience.


How the use of Salesforce solution management can help your business get the best technology has to offer.

  • Synchronize and streamline your communication and stay ever connected and available to serve your valuable customers using Salesforce CRM solutions.
  • Salesforce CRM solutions allow you to analyze, adapt and make your campaigns more productive and effective using detailed insights.
  • Salesforce solutions allow clients to have a broader viewpoint and effectively recognize and segment their audience to improve results by more targeted marketing efforts.
  • Salesforce CRM solutions enable clients to yield more and convert leads on progressive rates.
  • Salesforce solutions help clients to keep up with ever-evolving demands of customers by never losing track of them. You can benefit from timely follow-up and building a stronger relationship with your customers by utilizing the potential Salesforce software.
  • Expand your business horizons with Salesforce by building a lead nurturing cycle and make best of the access to more customers day after the day.

For a more detailed and individual take on what Salesforce solution management can do for your business, get in touch with team NX3.