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Would the adoption of marketing automation take off in a bit way if it was made DEAD EASY?”

Do you think the complexity of marketing automation applications is preventing a wider range of businesses from using it? I have seen a good percentage of users who buy marketing automation barely use it beyond the basic features because its "too much work", so wanted to hear your thoughts on it. EDIT: My question is related to the "easy of use" of current systems and if they are easy enough for an user of basic email marketing to transition to and see value.
By: Guest
Date: Wed-Feb-17-2016-
Response
0
It is dead easy. Believe me, compared to the hard work which underlies marketing automation, the technology is dead easy. The hard part can never become dead easy. Why? Because it relies on human beings, and people are complex. For example, in order to properly implement a marketing automation system, you have to agree on a definition of a lead between marketing and sales. Once you secure that definition, you have to put people on the hook to deliver tangible numbers. There's no more blame game possible -- sales agrees that if marketing has delivered the right type of people in sufficient quantity then marketing has done their job. Don't underestimate the enormity of the implications of this to your organization. And that's just one part of the change management required to properly implement marketing technology. By the time you get to discussions of segmentation, messaging matrices, nurturing campaigns and reporting and dashboards, you've filled up an impressive number of white boards. At that point, pressing buttons and toggling pull-down menus is dead simple, compared to the hard work you've just done. The "too much work" you refer to is most often due to a lack of the process work and the people dedicated to doing it than any kind of lack in the technology that is ubiquitous and quite good.
[d] By: Guest
Date: Thu-Feb-18-2016
Response
0
Steve wrote a great answer. Technology is not the issue. People and processes are the issue. Buyer personas, value propositions, agreed lead definitiion, content marketing, lead nurturing, lead scoring - each of those have little to do with software.
[d] By: Guest
Date: Thu-Feb-18-2016
Response
0
Wow. I have strong thoughts on this issue, but Steve pretty much captured them all. Kudos. All I can add is my standard mantra: "There is nothing automatic about marketing automation."
[d] By: Guest
Date: Thu-Feb-18-2016
Response
0
Hi all, I would like to ask a follow up question to you all. Do you think we will see an increase in the number of marketing agencies providing out-sourced, turn-key marketing automation solutions?
[d] By: Guest
Date: Thu-Feb-18-2016
Response
0
Adem,
That is a great question.
I used to work on the BD team at Eloqua and was tasked with recruiting new agency/marketing partners. I found that advertising agencies were not very interested in marketing automation, especially the larger agencies where they had existing technologies in place and lots of staff already trained on that technology, whether antiquated or not.
Not to mention these agencies seemed more interested in the creative, branding and larger media spends.
I found smaller marketing companies 20-50 person shops more likely to adopt new technologies and services like marketing automation solutions.
While I had some success in recruiting larger marketing partners, those companies were more direct marketing focused and usually offered complimentary services like direct mail and telemarketing services. I believe another reason for this dilemma is the fact most agencies have less than 20 clients and only a fraction of those clients are even candidates for marketing automation technology or services. Personally I don't think adv agencies will lead the adoption of these new technologies but rather the more sophisticated direct marketing firms.
[d] By: Guest
Date: Thu-Feb-18-2016
Response
0
Marketing Automation is dead easy. Drag and drop functionality. Intuitive methods. Powerful reporting. Alerts. All so simple even your dog could understand them. And it doesn't have to be for big complex marketing departments either. A one man or woman team can easily make a big difference using the right system. Indeed, they benefit most as their time is at a premium. If you haven't the time, you can easily outsource the work - as it is SaaS your agency can simply log in and see what you see, take the appropriate action and set things up for you to approve before they go live. Marketing is hard. Marketing Automation is not. What is sad, however, is how many people like to pretend it is. Either because their software is designed in the days when you needed to run to IT for everything. Or because they feel that if they make it look difficult, they can get more money out of you. Or even to hide the fact that their product doesn't actually do very much. Modern Marketing Automation 2.0 can give you real intelligence on buyers, handle inbound marketing as well as outbound and integrate with sales, not merely align. Marketing Automation doesn't need to cost 50k - not even 20k. It doesn't need an army of consultants, content writers and analysts. It just needs common sense. And the right product, of course.
[d] By: Guest
Date: Thu-Feb-18-2016
Response
0
Vaibshav, I will give you my answer from the sales perspective. Anything that is made easier is a welcome relief for sales reps especially. If it is not easy to use, we will not use it. Showing me the value of using it and getting my input on the CRM system will definitely get me to use it. Mark Secko
Endeavour Solutions
[d] By: Guest
Date: Thu-Feb-18-2016
Response
0
Marketing automation software should be easy. The problem, imho, is that currently players keep expanding their feature set through development or acquisition in order to keep up with their competitors. What you typically end up with is a bloated suite that users only scratch the surface of. Just look at what can be done with Excel versus what most people actually do with it. It is the same with marketing automation solutions. Most users only use a small fraction of the features because it takes too long to understand the full slate of functions available. The problem is often compounded when vendors integrate new functions from recently acquired software into their own marketing automation suite and there are apparent differences in the look and feel of the new functions. Marketing automation is becoming easier, and there are some game changing disruptive technology coming onto the market that will make it easier still. I believe our own approach, customer state marketing, and our simple to use software (whatsnexx) will eventually lead to marketing automation becoming ubiquitous. Then again, I am biased.
[d] By: Guest
Date: Thu-Feb-18-2016
Response
What is 1 + 100



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