Many organizations struggle to measure performance in their marketing. The availability of increasingly sophisticated tools allows us to generate actual, measurable results in marketing spend as opposed to merely relying on art and luck.
In recent years, as technology has made it easier and easier, we as consumers have become inundated with marketing messages. We’re drowning in emails and online ads, ensnared in a widening variety of attempts to use our personal preferences to sell us more crap we don’t need, being delivered increasingly strident messaging on every topic under the sun — all because somewhere along the way, marketers decided that it was OK to assume we wanted those messages. GDPR changes all that.
Almost inevitably, a strategic integration is part of a streamlined marketing automation solution. For some organizations, an out of the box solution will be good enough. As they grow in sophistication, they require deeper custom integrations and more robust communication between platforms.
As technology and techniques have improved over the years, the concept of a customer lifecycle has evolved over and over again, moving from the “spray and pray” funnel method, through a relationship model, to a continuum of engagement and re-engagement. Modern marketing and sales organizations have become successful because they understand the value of true relationship building through targeted, relevant, and timely content.
Marketing automation can’t work in a vacuum. The success of our last three major engagements have been not only centered around marketing automation, whether Marketo or ActiveCampaign or other platforms; they all also required a great deal of work with sales, with IT and, believe it or not, accounting, HR, and legal teams (especially during GDPR implementation!).