Marketing automation is of growing interest to APAC marketers, but what hurdles do they face and how can they overcome them?
A fifth (21%) of APAC-based marketers reported earlier this year that they planned to increase their investment in marketing automation technology over the next 12 months.
To address this growing area of focus for the region’s marketers, Econsultancy teamed up with emarsys to produce the Marketing Automation in Asia Pacific Best Practice Guide.
Fully integrating channels in a customer marketing program or campaign is not easy.
In fact, the recent Econsultancy/ CACI Integrated Customer Experience report showed that despite 90% of companies wanting to integrate across channel, only 20% actually have a well-developed strategy.
Even when there is a strategy, implementing it is a process laden with obstacles. The most common problem for businesses is the complexity of a customer's interaction across multiple channels, departments and systems.
Related to this issue is the fact that multiple departments need to be aligned on planning and change activities required. This cross-departmental responsibility creates resource allocation and control issues.
Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.
To find out how you can do that, read the next in this this two-part blog post series.
In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.
One of the B2B roundtables at this year’s Digital Cream London event focused on marketing automation, the findings of which have just been released in our free-to-access Marketing Automation Trends Briefing, sponsored by Oracle Eloqua.
According to Econsultancy calculations, major marketing automation vendors have secured more than $150 million in additional venture capital funding in the last few months.
Coupled with the consolidation spree we’ve witnessed lately, the market shows strong growth and potential, with some analysts predicting 50% industry revenue increase in 2013.
In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.
Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).
The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.