Value/Importance: [rating=4]
Recommended link: B2B Marketing Automation Tools 2013: Marketers Guide
We thought it would be helpful to share this new free report since we have had several recent questions on our Answers forum about selecting CRM and Marketing Automation systems - CRM seems preferred as a term in the UK.
This guide provides many practical tips, checklists and advice for companies seeking to source the right marketing automation tool, ideas to overcome barriers and challenges, information to help justify the requirement for it and to find out the major players, and trends.
The 61 page document collates findings from primary and secondary research including interviews with marketing adopters, vendors of marketing automation and leading industry leaders.
You can access the full report to find out more, and we have highlighted some interesting tables on the growth of social media, challenges and vendors.
Reference to IBM's survey shares the challenges which marketers are facing, with the aim that MA will help to integrate multi-sourced data and the management of multi-channel campaigns.
Highest challenges are the ability to measure 'effectiveness' and ' to deal with multi-systems and data'. This is a great opportunity for MA vendors.
Vendors are siezing these challenges, including the pressure on Marketers to demonstrate ROI and manage complex multi-channel systems, turning data into commercial opportunities with their MA systems. 'Systems revenue grew to $525 million in 2012, a 61.5% increase over $325 million in 2011'.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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