Page 13 - index
P. 13
RESEARCH, ANALYSIS & TRENDS
Marketing automation requires
experience and resources
Just the fact that your company However, according to the study, However, small to medium-sized
implemented a marketing automa- 64% of the surveyed companies businesses are facing a much big-
tion tool does not necessarily mean continue using static forms - which ger problem here, as marketing
you now have a sophisticated com- means lead nurturing or progres- automation isn’t - as often assumed
munication strategy that provides sive profiling is never taking place - - a one-time investment. Skilled
complete information about specific making the development of "more staff is required here, therefore
leads and target groups to the qualified leads" virtually impossible, training and continuing education is
sales team, a study confirmed, although these great prospects pre- a pre-requisite, in order to be able
which was held by Sirius Decisions, viously attracted sales and brought to exploit all the possibilities of such
a company specialized in analysis customers on board. a system to its fullest. These are
around sales and marketing in B2B resources that only a few compa-
markets. In fact, the company’s In fact, the number of B2B compa- nies of this size can afford.
study "B-to-B Marketing Automa- nies that make use of marketing
tion" concludes that usually two automation increased tenfold in the Of course, this does not mean that
essential things are missing - expe- last few years. On one hand this only large corporations have the
rience and resources. number is encouragingly high, but it option of a modern, customized
is also frightening when looking at marketing system. Smaller compa-
Of course, all manufacturers of the "power users" that work with nies can let their employees be
marketing automation software sys- these platforms. trained, for instance to become cer-
tems claim that theirs is the most tified lead management consult-
easy to use and let you believe that While more than half of the "big" ants, so that they are able to deploy
you can virtually drive trigger cam- companies commonly have several the available resources and oppor-
paigns, immediately after imple- power users within their company, tunities effectively.
mentation, including automatic such marketing automation experts
scoring, giving the impression that are available in only about 20% of However, even marketing employ-
it is very similar to an email tool for the small businesses. As far as our ees from larger companies should
marketing automation - only much experience goes, many companies always keep in mind: "You live and
more fun! also make use of so-called De- learn, continuously".
mand Centers and assign routine
Hence, many companies embrace activities such as campaigns, land- Last but not least it all depends on
this misleading idea and start send- ing pages, integrated lead manage- the optimal mix of processes, tools,
ing widespread email campaigns ment and customer lifecycle to ex- content and resources. ◊
via their marketing automation plat- ternal service providers.
form.
By Daniela La Marca
Advertise with us
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Marketing automation requires
experience and resources
Just the fact that your company However, according to the study, However, small to medium-sized
implemented a marketing automa- 64% of the surveyed companies businesses are facing a much big-
tion tool does not necessarily mean continue using static forms - which ger problem here, as marketing
you now have a sophisticated com- means lead nurturing or progres- automation isn’t - as often assumed
munication strategy that provides sive profiling is never taking place - - a one-time investment. Skilled
complete information about specific making the development of "more staff is required here, therefore
leads and target groups to the qualified leads" virtually impossible, training and continuing education is
sales team, a study confirmed, although these great prospects pre- a pre-requisite, in order to be able
which was held by Sirius Decisions, viously attracted sales and brought to exploit all the possibilities of such
a company specialized in analysis customers on board. a system to its fullest. These are
around sales and marketing in B2B resources that only a few compa-
markets. In fact, the company’s In fact, the number of B2B compa- nies of this size can afford.
study "B-to-B Marketing Automa- nies that make use of marketing
tion" concludes that usually two automation increased tenfold in the Of course, this does not mean that
essential things are missing - expe- last few years. On one hand this only large corporations have the
rience and resources. number is encouragingly high, but it option of a modern, customized
is also frightening when looking at marketing system. Smaller compa-
Of course, all manufacturers of the "power users" that work with nies can let their employees be
marketing automation software sys- these platforms. trained, for instance to become cer-
tems claim that theirs is the most tified lead management consult-
easy to use and let you believe that While more than half of the "big" ants, so that they are able to deploy
you can virtually drive trigger cam- companies commonly have several the available resources and oppor-
paigns, immediately after imple- power users within their company, tunities effectively.
mentation, including automatic such marketing automation experts
scoring, giving the impression that are available in only about 20% of However, even marketing employ-
it is very similar to an email tool for the small businesses. As far as our ees from larger companies should
marketing automation - only much experience goes, many companies always keep in mind: "You live and
more fun! also make use of so-called De- learn, continuously".
mand Centers and assign routine
Hence, many companies embrace activities such as campaigns, land- Last but not least it all depends on
this misleading idea and start send- ing pages, integrated lead manage- the optimal mix of processes, tools,
ing widespread email campaigns ment and customer lifecycle to ex- content and resources. ◊
via their marketing automation plat- ternal service providers.
form.
By Daniela La Marca
Advertise with us
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
