Marketing Automation

What is marketing automation?

Marketing automation usually refers to a software tool utilized to manage and measure marketing and sales processes so that a business can optimize these processes to increase sales for a business.

These tools integrate marketing and sales so that targeted marketing and sales strategies can be measured and continuously improved. A well implemented strategy enables a business to determine where they should continue to invest their resources, and where they need to improve or eliminate tactics that are not driving sales for their business.

Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error.
There are two core categories of Marketing automation software:

  • Demand Generation (Click the text to visit our page on Demand Generation)
  • Marketing Workflow Automation
Marketing Workflow Automation encompasses automation of the internal marketing processes of a business.

These processes may include:
  • budgeting and planning
  • workflow and approvals
  • marketing calendars
  • internal collaboration
  • digital asset creation
  • digital asset management
In short-everything encompassing the operational efficiency of the internal marketing function. These systems also feed data into CRM systems like Salesforce.com and Siebel.

In order for these systems to work for your business, you need to have an expert help you develop and implement your unique series of rules to trigger action items for internal sales and marketing professionals to manually process.

Some of the most popular and powerful marketing automation software tools include:

  • Eloqua
  • Manticore Technology
  • Market2Lead
  • Marketbright
  • Marketo
  • Neolane
  • Silverpop Engage B2B
These systems usually require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and marketing professionals to manually process (designing files, sending letters, sending email campaigns). This type of system limits marketers ability to deliver relevant content to relevant individuals at relevant times based on the human resource capacity of an organization and their level of commitment to the tasks as they are assigned.

Call us today to speak with a consultant and determine which marketing automation tools make the most sense for your business: 720-985-7945.



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