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As the marketing environment has become more fragmented and complicated, marketing automation has emerged as a class of technology to manage the complexity.



Buyer's Checklist for Marketing Automation

 

As the marketing environment has become more fragmented and complicated, marketing automation has emerged as a class of technology to manage the complexity. A good marketing automation platform also helps marketing and sales become more effective.

Key benefits can include increasing efficiency, intelligence, and reach; aligning marketing and sales; and enabling targeted real-time action. The key drivers of an organization's decision to investigate marketing automation generally involve one or more factors:

  • The need for sales and marketing reports that provide data for analysis, planning, and determination of return on investment.
  • The need to simplify the management and coordination of activities, such as marketing campaigns, channel management, reporting, and analytics.
  • The need to manage and coordinate multiple point tools such as email and webinar management  applications, and/or the need to integrate such tools with contact management and CRM platforms and programs.
  • The need to manage lead generation, lead nurturing, and the transfer of leads to sales in an organized, time-sensitive manner that enhances conversion and closing rates.
  • The need to use time strategically: e.g., reduce the time needed to create and deploy campaigns, or respond to sales-ready leads in real time.

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