Marketing Automation (MA) technology helps marketers streamline their demand generation processes, gather and manage lead and customer data, and save time. Marketing Performance Management (MPM) software works in conjunction with MA technology as well as CRM, finance systems, digital asset management, and other systems to manage spend, coordinate planning, and provide complete visibility into how marketing is driving revenue. These systems form the critical technical and business foundations for modern marketers.
As a result of increased pressure for marketers to manage their demand generation processes better, the demand for powerful marketing automation tools is growing: SiriusDecisions reports that 50% of B2B marketers will be using marketing automation in 2015.
This week, we’ve gathered five articles that address the growing demand for marketing automation and recent changes affecting the industry.
- Digital Dilemmas: What’s the Best Way to Automate My Marketing Function? Marketing Magazine: “Marketers will do well to remember that marketing automation is essentially a tool to help streamline your marketing processes. To be effective, it calls for a clear strategy, intricate planning, rules, processes, triggers, objectives, tools, data and, above all, an intimate understanding of the customer journey.”
- Believe the Hype: Why Your Business Needs Marketing Automation. SYS-CON Media: “With the strengthening of some of the major players in the space, competition among them has increased, feature sets have been enhanced, and costs have in many cases decreased, making marketing automation more accessible. Couple this with the rise of the more data-driven modern marketer, and we’ve hit a critical marketing automation inflection point.”
- New Bizo Report Reveals B2B Marketers are Hungry for Greater. Adotas: “The study, conducted in association with Oracle Marketing Cloud, also details that although more B2B marketers have adopted a marketing automation platform, only 30 percent report they currently have fully implemented effective and well-integrated multi-channel marketing programs. Marketers believe in the value of using multiple channels to nurture prospects, but continue to rank email as the predominant nurturing channel.”
- Good News for B2B Marketers to Share with the C-Suite. CMS Wire: “Marketing organizations everywhere are taking on more influential roles when it comes to supporting company revenue growth targets,” Jennifer Agustin, senior director of marketing at Bizo, told CMSWire. “Data like this supports the idea that marketing is more accountable than ever, and can play a more active and strategic role in the way companies are run.”
- 5 Steps for Creating a Marketing Automation Business Case.Marketing Automation Times: “According to the Lenskold and Pedowitz Groups, 78% of marketers cite marketing automation systems as most responsible for improving revenue contribution. Most marketers don’t need convincing that marketing automation is worth adopting. But what does it take to get the rest of the organization on board the marketing automation train?”
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