Subtitle: The Reality of the Marketing Technology Journey
Length: 15 Pages
Why It’s Important
“Consider these findings from VentureBeat’s recent report on use of the technology: 80% of users saw an increase in leads and 65% saw their leads increase by at least 10%. Twelve percent of users increased leads by an impressive 50% or more”
The findings and recommendations appear to be spot-on even though the paper appears to be two years old. Each myth is listed with a corresponding page or two of explanation why the myth is a fairytale of sorts. Of course, all myths have some basis of fact and these seems to date back to the origins of marketing automation. Throughout the paper the authors rely on well known names to help debunk the myth. For instance:
Myth #1: Marketing Automation is too Difficult to Deploy and Use
“THE TOP REASONS COMPANIES UNDERUTILIZE THEIR MARKETING AUTOMATION SYSTEM IS LACK OF FOCUS AND AGILITY.”
- DAVID LEWIS, DEMANDGEN INTERNATIONAL
The authors here make the comment that marketing automation can be initially beneficial without rolling out all of the capabilities. They recommend a crawl, walk run approach.
Myth #2: Marketing Technology is Overwhelming and there are Too Many Choices
Myth #3: Marketing Automation is only Focused on Outbound Campaigns
Myth #4: Marketing Automation Enables the Marketer to Dictate the Buyers Journey
Myth #5: Organizations Need an Expansive Content Marketing Team and Resources to use Marketing Automation Effectively, is tightly connected to #1.
Our opinion: Myths 1 and 5, the issue of difficulty of deployment and marketing content team requirement dates back to the early days of marketing automation when a full week of training was required to even start using the program and a full-time administrator wasn’t uncommon.
Yes, it is worth reading, especially for marketers who have been avoiding marketing automation because of early experiences when these were not myths but reality. There are deeper white papers to address marketing automation doubts that seem to persist but this is one of those that should be reviewed if you are relatively new to the subject.
- President: They need to know that revenue results that can be accomplished from the software.
- CFO: To understand the investment and the expected ROI
- CMO: Because they need an edge and only through marketing automation can this be accomplished
- Marketing Operations: Because understanding marketing automation is probably why they have their job
- Content Management and Creation: So that they understand the capabilities of the tool, especially Myths 2 and 3
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About DemandGen Report
Demand Gen Report is a targeted online publication that uncovers the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth. A key component of the publication’s editorial coverage focuses on the sales and marketing automation tools that enable companies to better measure and manage their multi-channel demand generation efforts.
About Oracle Marketing Cloud
Modern Marketers choose Oracle Marketing Cloud’s data-driven solutions to create engagement, orchestrate experiences, connect data, and optimize online interactions that attract and retain ideal customers. These Modern Marketing solutions connect cross-channel, content, and social marketing with data management and activation along with hundreds of pre-integrated app and data partners. Leading brands use our award-winning expertise and technology to deliver personal experiences on a proven system that marketers love and IT trusts. Demand Gen Report is a targeted online publication that uncovers the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth. A key component of the publication’s editorial coverage focuses on the sales and marketing automation tools that enable companies to better measure and manage their multi-channel demand generation efforts.
This review was conducted independently without the advice or consent of the publisher. Of course, we only review those papers that are worth it for you to read, we leave the others to someone else.
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