Boundless Markets joins the Software and Information Industry Association

We’re proud to join the Software and Information Industry Association (SIIA) as a member.   Check out this profile of Boundless Markets on SIIA’s blog today.  http://www.siia.net/blog/index.php/2014/04/new-member-spotlight-boundless-markets/

 

 

By |April 24th, 2014|Uncategorized|0 Comments

Marketers: Avoid Data Complacency

The other day I took my kids out to get some ice cream.  We were driving to the ice cream shop and, as we approached, saw a sign above the store that said “Retail space for rent.”    It seemed that the store was out of business.  Looking more closely though we could see that the store was in fact open and went in.  After some rocky road and dulce de leche gelato, my mind turned back to the sign outside.  I told the store owner about our impression that his store was closed and he replied “yeah, the sign is for the store next to ours.  They’re leasing out their space and put their sign above ours.  We didn’t like that but business has been steady, so we’re ok.”

Those words echoed in my mind – “business has been steady” and three observations came to me:

    1. The store owner only sees customers that come in, not the ones that don’t due to this sign.
    2. He doesn’t know the business he’s losing.
    3. He’s content with what he has, and not knowing what he does not know.

I don’t want to be an alarmist and say this is a recipe for disaster.   However, this is what I call data complacency:  not asking any questions and being content with only the data right in front of you.  Successful marketers need to proactively chase data and find out what we don’t know.  We need to arm ourselves with intelligence to make more informed decisions.  This does not imply we should boil the ocean with data collection.  But we do have to ask the tough questions and remove obstacles that get in our way, because information as usual leads to business as usual.  And the status quo is often a dangerous place to be in competitive markets.

This week I’ll be giving a webinar on marketing automation and some of my points are: [su_list icon=”http://boundlessmarkets.com/wp-content/uploads/2013/12/bullet_check_orange.png”]

  • What you get out of marketing is largely a function of the quality of data that goes into it.   Tailoring messages, content and offers to an audience segment is a data-driven drill.  No data, no targeting.
  • Marketers should begin their planning with a data audit—a structured process that takes stock of the available data on-hand and identify the gaps that exist.   Some gaps may be acceptable, others not.
  • You should make an informed decision on what data gaps are ok and which ones you want to fill.  If you don’t know where you are losing prospects in the buying funnel, for example, that’s not an acceptable gap.  It needs to be filled.
  • To fill data gaps, you need a plan.  Which data? What are the sources?  What tools can support data collection? What are the next steps?

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To sum it up:

  1. Avoid data complacency.
  2. Know what you don’t know.
  3. Sell more ice cream.
By |April 14th, 2014|Uncategorized|0 Comments

New Marketing Automation Software Replaces The Marketing Department (Ok, April Fools)

Groundbreaking technology ushers in the era of No-Hands Marketing

New York, April 1 2014 — Boundless Markets today announced the launch of revolutionary software that requires no human involvement to achieve significant marketing results.  The technology, called Boundless One, combines marketing automation, programmatic media buying and predictive modeling with a proprietary algorithm that creates personalized messaging.  The system provides robust, closed-loop software that empowers customers to gain complete control over marketing and media programs, with no human interaction whatsoever.

The groundbreaking technology, which has been in development for two years, in effect makes marketing staff redundant.  The system enables customers to efficiently manage, execute and optimize marketing programs across multiple channels including email, web, mobile, events, and social media with the single click of a mouse.

The Boundless One system uses statistical modeling to identify the best prospects for a product or service and, based on prior engagement data, dynamically creates messaging targeted to specific audience segments drawing from a large library of customizable online ad modules and video templates.  Automatically, based on pre-determined budget levels, the software conducts a programmatic online media buy with real-time bidding and program optimization.  Ads are displayed on mobile and online ad networks in addition to thousands of email newsletters. Videos are automatically embedded on partner sites and posted to a broad range of social networks.   

User interaction data is then combined with transactional data and demographics to launch trigger emails to dynamically created audience segments.   On the fly segmentation and personalized messaging is the heart of the Boundless One system, which integrates with Salesforce.com, Eloqua, Live Intent, Madison Logic, Sail Thru and many other partners.  An API is available and 350 agency partners have been participating in beta testing.

“This technology does for marketing what Ford did for manufacturing with the assembly line, but goes even further because now machines can govern the entire process” said Boundless Markets Vice President April Riddles.  The startling announcement was symbolically made this morning at Ford Motor Company headquarters in Dearborn, Michigan. 

“This ushers in a new era of marketing”, continued Ms. Riddles.  “First there was social media and content marketing.  Then came marketing automation.  This new technology is the first in what we call No-Hands Marketing.  Let’s face it, human marketers were great.  But progress is progress.”

The product roadmap for Boundless One includes No-Hands Strategy and No-Hands Sales, both of which will require no human involvement.  Along with the new software, Boundless Markets also announced a new division today: outplacement and career services for marketers everywhere.   

By |April 1st, 2014|Uncategorized|0 Comments