There's no doubt as to the power of marketing automation but it's a fairly vague and overused term that practically every platform promotes… but few actually encompass all the features and opportunities for. Some only utilize it for acquisition, some sales only, some marketing, some retention. Other platforms don't have key elements like lead scoring or integrations. And, as this infographic shows, many companies are missing the benefits of marketing automation altogether.
Today with the explosion of digital channels and technologies you are spoilt for choice as a digital marketer. Marketing automation can effectively help put things into perspective so that you stay on top of things. Go through this insightful infographic in order to gain an inside view of the world of marketing automation now. Team Position²
For these reasons, we don't advise our clients to just go with a best of breed marketing automation solution. I often joke that selling a marketing automation solution is a lot like selling a refrigerator to a starving person… it's great but it doesn't help unless they have some food to put in it. That food is the strategy and content as well as the time to implement, test and refine the results. Some platforms also require development or integration resources that; without, simply won't attain the full return on investment.
It's critical that you define and evaluate your internal and external processes, your customer journey, your resources, and your marketing resources before every signing onto a marketing automation solution!