Silverpop - Doing More with Less: Marketing Automation
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Doing More with Less: Marketing Automation

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by: Ellen Valentine (@EllenValentine)
04 April 2012

Today’s marketers face the challenge of needing to reach thousands of individuals who are in and out of multiple channels, multiple times each day at a personal level. Not daunting at all, right? With marketing automation technology however, marketers are able to do just that – deliver targeted, relevant messages with a “set it and forget it” tool. Many marketers may struggle with where to begin though, so Silverpop friend Software Advice is performing a “State of the Market” survey to see how marketers are addressing the need for marketing automation consulting and related services.

We recently conducted our own customer survey at Silverpop, which indicated marketers see several benefits of marketing automation. These benefits include higher email open rates and better segmentation, among other things.

While many marketers already are realizing the benefits of automation, many departments face some barriers or are at the beginning stages of implementing any kind of marketing automation technology. When asked to indicate what their 2012 goals included, 66 percent of respondents indicated they would like to implement more automated campaigns. Other goals included:

  • Gain insight (63%)
  • Increase efficiency (62%)
  • Lead volume (61%)
  • Personalize messages (55%)

Many marketing departments are beginning to recognize benefits and are interested in taking a step forward either with a new installation of marketing automation technology or with an expansion of capabilities of their existing platform. As they assemble their game plan, marketers are also considering how strategic consulting and implementation services could speed their path to success. Software Advice is conducting a brief survey to understand the role that these supplemental resources are playing in your implementation or your plans, and they would like to know where you stand. Please take the brief survey here. Thank you in advance for your participation.


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