Marketing automation software is both simpler and more complicated than ever before. On the one hand, building a lengthy series of automated messages based on customer data and behavior is easier than we ever could have imagined. On the other, conversations about data privacy, sky-high expectations around personalization, and artificial intelligence’s potential uses demand a lot from our software, and the people using it. 

This rapidly changing landscape begs the question: What matters in marketing automation software today?

In this guide, we’ll explore just that with a refreshed look at how your business can benefit, avoiding common automation pitfalls, and how to find software that will serve you now and into the future. 

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AI marketing has evolved from a concept to a transformative force and is being adopted at speed by forward-thinking marketers to help them with everything from lead scoring to personalization to content creation.

“Artificial intelligence (AI) and machine learning (ML) continue to push the boundaries of what is possible in marketing and sales,” notes a report by McKinsey, adding that businesses already investing in AI are seeing “a revenue uplift of 3 to 15 percent, and a sales ROI uplift of 10 to 20 percent”. It’s clear that businesses that don’t focus on incorporating AI into their marketing strategies will be quickly outpaced by competitors.

While some marketers might have concerns that AI will replace their roles, the reality is that—in the near future at least—AI could actually make them better at their jobs. “AI itself is not going to put anyone out of work. I think marketers who know how to use AI are going to put other marketers who don't know how to use it out of work,” says Amanda Laviana, Senior Marketing Manager - Brand & Content at Plenti. “It’s going to be a matter of figuring out how to use the tools to your advantage and use it to automate the parts of your job that can be automated, that don't need that human touch, and use your energy for the creative parts, the human parts of your job.”

In this comprehensive guide to AI marketing, we’ll dig into what exactly AI marketing is and why marketers should be using it; use cases for AI in your marketing strategy; the pitfalls of using AI and how to overcome them; real-life examples of how marketers are already using AI in their day-to-day; and how to start incorporating AI into your marketing strategy today.

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Rapid advancements in artificial intelligence and machine learning are changing the way businesses think about automation. Once the conversation centered around taking daily, mindless tasks off the plates of busy marketers. Today it’s about how AI can predict outcomes, personalize content, and forecast results. 

In this updated guide to types of marketing automation, we’ll explore how these technological advancements are changing how we work and what to look for when you’re reassessing your tech stack. 

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Omnichannel marketing automation is often misconstrued as a 'set-it-and-forget-it' activity. In fact, the opposite is true. When you take the time to analyze and optimize every automated campaign, from essential communications to strategic journeys, you can improve on almost every business metric.

In this comprehensive guide, we’ll revisit the basics, guide you through set and common pitfalls in implementation, share real-world examples of automated campaigns that drive results, and more.

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Marketing isn’t just about the top of the funnel—it's about nurturing relationships, boosting customer value, and creating brand loyalty. Enter lifecycle marketing: an essential strategy for every marketing team, allowing you to connect with your customers at every stage of their journey, from initial awareness to advocacy. 

So, why should you embrace this strategy? Because it's your ticket to enhancing customer experiences and driving long-term success. 

In this comprehensive guide, we’ll take you through building a lifecycle marketing strategy that gets results, from laying the foundations for effective lifecycle marketing, crafting targeted nurture campaigns for each stage of the customer lifecycle, common pitfalls to avoid, and how to overcome them, and how to measure and optimize your campaigns for maximum impact. Yes, it requires effort, but the rewards are well worth it.

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Automation is a critical component of modern marketing that enables timely, relevant, and personalized customer communications at scale.

It is so ubiquitous that many marketers see it as a tool or tactic that helps bring their campaigns to life, rather than a strategy itself. This may not cause any near-term headaches when marketing automation is being used sparingly. But as you increase the number and complexity of campaigns and your customer base expands, marketing automation without strategic direction can negatively impact the customer experience, and your bottom line.

In this article, we’re getting out of the weeds and looking high-level to demonstrate the merits of a marketing automation strategy, show you how to develop one, and how it can inform existing and new campaigns or tactics. 

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In The Pulse's Go-to-market series, startup marketers share their advice and insights on marketing for startups. In this edition of Go-to-market, Paypa Plane’s Head of Marketing, Katie Norbury shares why going old-school can be key when competing with the big guys.

Brisbane-based startup Paypa Plane has had a bit of a dream run, attracting top investors and leading Australia’s shift to real-time payments and PayTo. Now the payments software provider is taking on the US and its Head of Marketing and Communications, Katie Norbury couldn’t be more excited—if a little daunted. 

While Paypa Plane is all about modernizing payments, its marketing strategy combines digital tactics with old-school networking. Given the startup’s success in Australia, it’s an approach the business will replicate overseas as they compete with big US fintechs and their equally big marketing budgets. 

Katie’s experience at not-for-profits means she’s adept at using a limited budget to make a meaningful impact. While she admits there is “no clear recipe for success” in startup growth marketing, one thing continues to help Paypa Plane soar – building personal connections. 

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Lifecycle marketing is about “helping prospects to identify their pain points, educate them on it, discuss solutions—and do all of this before we begin to talk about ourselves,” writes Amber Bogie, Senior Director of Global Demand Generation at Reachdesk, a data-driven gifting platform that’s all about the customer journey.

Amber shared her approach to lifecycle marketing at Reachdesk with the Pulse, common mistakes and how to overcome them, and why you should “never miss a chance to reach out and reward a prospect or customer.”

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