Read the online conversations regarding marketing automation and it quickly becomes apparent that different companies have vastly different comfort levels regarding their use of this highly publicized high-tech tool (if they’ve adopted it at all).
Jon Miller, Vice President of Marketing and Co-founder of leading marketing automation supplier Marketo, reports in one blog post that nearly 70 percent of respondents to a 2011 Focus Research survey noted that their marketing automation solutions met or exceeded their ROI expectations, yet more than half of survey respondents claimed their businesses have not realized “the best value possible” from their marketing automation systems.
“Different companies achieve different levels of ROI from marketing automation because of different levels of maturity in their processes, systems, and skills — in other words, in how they use the software and where they are in their adoption,” Miller states.
With that in mind, we invited some marketing automation veterans to address some key points that can benefit users no matter what their maturity level. This cover story is a small piece of the conversation that we will continue to monitor and moderate throughout the year and beyond. We welcome your thoughts and insights. If you have experiences that can benefit the SMM community, send an email to paul@salesandmarketing.com and we’ll continue the conversation online.
