In this short SLMA Radio interview, Lars Helgeson, CEO of GreenRope makes the case that the right marketing automation program can definitely build revenue and users can measure the ROI from the campaigns. But how it does it is not necessarily what we have been taught to think.
Certainly every marketing automation program makes this same claim, but as Lars points out, not every program can integrate all of the points of contact and properly allocate each one to understand what is contributing to sales. You get the feeling it is working but you don’t know why.
Lars says that the right program can help businesses to understand what is driving people to take action on your site. Yes, he gives us examples from GreenRope’s software product, but in doing so he easily points out the issues with so many software applications that boast and fail to perform.
About Lars Helgeson
Lars Helgeson has been in the Internet marketing space since 2000, when he co-founded one of the world's first email service providers, CoolerEmail. As a pioneer in responsible email marketing, he grew CoolerEmail to a global software company specializing in marketing communication with over 1,500 clients. In 2010, after spending several years designing and implementing a more comprehensive way to meet the needs of small and mid-sized businesses, he launched GreenRope. Lars earned Bachelor of Science and Master of Science degrees in Mechanical Engineering from Rensselaer Polytechnic Institute in Troy, NY. He also has an MBA from the Robert Anderson School at the University of New Mexico. He served in the United States Air Force for 4 years, working in the Air Force's space test program, Air Force Research Laboratory, and Ballistic Missile Defense Organization.
GreenRope is a company built around providing exceptional value to its customers. In the past 15 years, GreenRope has have evolved from being one of the first email marketing service providers to being the only Complete CRM on the market. "Combining sales, marketing, and operations in to a single platform, GreenRope inspires collaboration with your clients, vendors, and employees and we live this collaborative culture, listening to people like you to build what YOU want to run your business."