There are a lot of resources online that help explain what marketing automation is, assist in providing detailed analysis of each solution’s functionalities, and offer guidance for selecting the right tool. Much of this research often represents information from vendors themselves.
I attended a great event put on by MITX last week, The Science of Marketing: Using Data & Analytics for Winning. My biggest take-away was that the science means nothing without the art– nothing new in that statement, but I did learn more about why.
About five years ago, Winsper looked into the future and realized that mid-sized clients ($500M-$3B) that required marketing transformation and leadership were being underserved by the very largest management consulting firms.
Yay! Our 2013 Marketing Automation End User study finally closed on April 28th. I want to thank more than 130 CRM and marketing operations professionals across a broad variety of industries who shared their feedback based on hand-on experiences.
Having Big Data and lots of it is great, but it can also be messy. And it doesn’t really tell you anything by itself– you need to work with data in order to understand its value.
Marketing is transforming as gracefully (not always prettily or painlessly) as possible into embracing technology and automation to support and improve its effectiveness and efficiency. Marketing execs have gotten really good at measuring campaign ROI by using tools from companies such as Marketo, Aprimo, HubSpot, Eloqua, and Salesforce.com.