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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