Marketing automation platforms (MAP), are all over the marketing media in the past couple of years, and from reading the blogs, newsletters and inline content, you'd think only marketing operations from the 1980's don't use them. The fact of the matter is, a stunningly small percentage of organizations use them, and those that do have trouble making use of the full suite of functionality. Why?
The answer is a lot like the fascination with online dating. (Didn't think I'd tie it together, did you?) With online dating sites, members join with high expectations. "Find your soul mate." Right. As if . . . . The reality turns out to be . . . a disappointing meal and lousy conversation with a five-time divorced, bitter, person with more baggage than carry-on rules allow.
Success in both realms requires:
1. Mastery of the basics
2. Commitment to success
3. Smart implementation
4. Clear connection between the tool and strategy
What you'll learn:
Why marketing automation might not be right for every organization today.
How to honestly evaluate your organization's readiness
How to connect an MAP to your broader marketing strategy