The latest infrastructure is giving marketers a command center that helps them streamline, automate and measure marketing activities across channels, and send highly relevant customized content to the right customer or the right potential customer at just the right time.
It also can help Marketing better partner with Sales – showing the return on investment for the different marketing activities and how they all impact pipeline.
To picture the difference between today’s more advanced marketing automation platforms and the previous generations still in use at many companies, think of what it was like to use MapQuest circa 2003 compared with Waze or Google Maps now.
MapQuest was a major improvement over paper maps, giving users a more convenient, computerized way to get directions. But the technology was static: It couldn’t change on the fly if conditions changed – say, the driver made a wrong turn or an accident occurred ahead. Today’s apps, on the other hand, constantly pull in data about traffic, road conditions, etc. to automatically offer real-time, dynamic insights.
Similarly, the latest marketing automation infrastructure is able to leverage data in real time to assess, modify and optimize marketing activities so that companies can be more effective and agile in responding to and caring for customers.
When integrated with a company’s website, social media accounts, CRM and a host of other application infrastructures, marketing automation platforms can become enterprises’ de facto engagement database of record.
Ed Koch, the late mayor of New York City, once said, “Stereotypes lose their power when the world is found to be more complex than the stereotype would suggest.” This is very true of marketing today and why more intelligent marketing automation technology that delivers a more personalized experience is a must-have.