> marketing automation
Bryan Ehrenfreund, Televerde
Nearly every piece of recent research that I have seen indicates that the adoption of marketing automation platform technology will continue to expand this year, moving beyond the traditional technology sector that has been its early home. As the footprint pushes past the estimated 20% adoption rate that exists today, we must ask: Are marketers in other industries ready?
The answer is a resounding no. I have had a number of discussions over the past year with corporate executives who still are looking to achieve the return on investment that MAP technology promises.
Michele Grieshaber serves as VP-demand programs at IBM North America, where she leverages Big Data and marketing automation capabilities to feed a $20 billion sales pipeline. She will share her experience with SoCal BMA members at the November 12 B2B Rising conference.
BMA Buzz: How has data helped you better understand your audiences?
Michele Grieshaber: We use data obtained through primary and secondary research to create personas.
Alan Rohrer is not a fan of the term Big Data. The sales consultant advises his clients to speak instead of the specific business advantages that marketing automation tools and complex data systems can provide. Whether we are selling technology to a client or to our own CFO, we need to choose language that holds meaning.
Marc Keating leads the integration of art and science at Stein IAS, a global B2B agency that earned the B2 Marketing Provider of the Year Award for its innovative use of marketing technology. Keating serves as director of digital, EMEA, and also sits on Oracle’s Marketing Cloud Advisory Council. He spoke with BMA Buzz about the strategy that Stein IAS expects to help revenue grow by 60% this year.
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