May 17, 2014
This article, the CMO guide to marketing automation, serves as a quick guide for CMOs as they consider marketing automation for their enterprise. Intended as a quick overview, this article can help CMOs understand marketing automation and sell it internally within their organization.
Marketing automation can help to improve lead quality by identifying and nurturing contacts before they go to sales.
It's important to understand that a marketing automation solution is just a tool, not a strategy. An enterprise cannot substitute marketing automation as a strategy for a brand. It is not a magic bullet that instantly makes brands and businesses successful.
Marketing automation is a tool and series of tactics that are employed within a brand's marketing strategy. Often, marketing automation systems need continuous refinement and iteration to get the maximum value.
Another area of concern is a misalignment between sales and marketing. If sales and marketing teams don't speak to one another or share insights, there could be a risk of wasting a lot of effort and losing leads in the gap between sales and marketing.
Below are a few of the top marketing automation systems available to marketers. Their prices vary, from hundreds to thousands of dollars a month depending on the size of the implementation and the plan.
Further reading: B2B marketing automation best practices
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