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Deriving Value from Marketing Automation Technologies

Across industries, marketing automation is quickly moving from early adopter use, to a necessity to compete in an increasingly ruthless market.

Marketing automation solutions are designed so marketers can attract, engage and convert buyers across all marketing channels. The best of these solutions integrate with customer relationship management (CRM) systems, Salesforce automation (SFA) platforms, and web content management (WCM) systems, while enabling a range of marketing capabilities.

Beyond the obvious benefit of automating key marketing-related activities, these include support for a streamlined workflow, social monitoring, content management, data activation for audience targeting, and embedded Business Intelligence (BI), to name a few.

Just as important as the core of a marketer’s ecosystem, most leading marketing automation solutions are based on open technology that allows organizations to integrate the tools with existing systems. These include CRM and content management systems (CMS), as well as emerging technologies, such as predictive intelligence and account-based marketing.

However, in its Marketing Technology Survey, Ascend 2 found that 59% of companies do not fully use the technology they have available. However, despite widespread use among some companies, many marketers are just beginning to adopt marketing automation within their own organizations.

Industry benchmarks illustrate the value that organizations are realizing by implementing marketing automation. VentureBeat’s recent report on use of the technology tells us, after adopting marketing automation:

  • 80% of users saw an increase in leads
  • 65% saw their leads increase by at least 10%.
  • Twelve percent of users increased leads by an impressive 50% or more.

Having said that, it is also a fact that some B2B marketers need guidance in driving the most value from their investments. This could be due to the fact that there have been some fallacies about marketing automation, namely that a select set of power users is realizing great success while the masses are left behind.

For effective utilization of marketing automation technologies, some of the most common myths need to be dispelled. Some confidence needs to be built up and hence, the benefits need to be clearly articulated. In the following blog, we shall discuss some of the myths versus realities, and how marketing automation technologies can actually spearhead your best practices in marketing. read here

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