Marketing Automation Expert Insights on the Marketing Automation Industry

Marketing Automation Experts respond to questions specific to the Marketing Automation category.

What major trends do you see in the marketing automation space right now?

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Patrick Biddiscombe
CEO at New Breed
There are four major trends occurring in this space today: 1. The barrier to entry to implement marketing-automation software is lower than it has ever been before for startups and small businesses. At the same time, the capabilities of the platforms themselves continue to evolve, enabling increased sophistication and segmentation possibilities. This is allowing companies to implement the platforms at an earlier stage and then as they grow the platform is able to scale with them. 2. Due to the aforementioned increase of sophistication, marketing and sales operations have become more... Read more
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John J. Wall
VP Marketing at EventHero
The major trend is that 1st generation tools have matured, for example, you have many choices for email service providers, and they all do a fine job of sending email. What will set the 2nd generation tools apart is their ability not to simply execute but to take advantage of the abundance of data to make you more effective as a marketer, e.g. not just give you email templates, but to tell you that specific templates will perform better for you. Read more
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Chad Pollitt
Co-Founder, VP of Audience, Speaker, Author, Top 20 CMO Influencer & Former Army Commander
It's no secret that several SaaS companies are working hard to build or buy the entire marketing stack. Marketing automation is a major component of the stack. As a result, marketing automation companies are working hard to diversify their value propositions through in-house development and/or acquisitions. The marketing automation solution you use today could very well be acquired tomorrow. Marketing automation will continue to be a much desired component of the marketing stack and it's consolidation. Read more

How do these trends affect companies looking to purchase a marketing automation platform?

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Patrick Biddiscombe
CEO at New Breed
With the lower entry cost and increased sophistication of the platforms, startups and small businesses are able to invest early and continue to use the same platforms as they grow. Companies that are investing in content marketing are also able to invest in marketing automation to amplify these efforts at an earlier stage. Companies must also ensure that if they are making the investment, then the infrastructure is in place on the CRM-side of marketing and sales operations. This way the platforms can be used more effectively with maximized time to value. Marketing teams are being... Read more
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John J. Wall
VP Marketing at EventHero
This space is still the wild west, there is no "one size fits all", you need to prioritize the features and integrations most important to you and go from there. Read more
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Chad Pollitt
Co-Founder, VP of Audience, Speaker, Author, Top 20 CMO Influencer & Former Army Commander
Companies looking to purchase marketing automation must decide if they want JUST marketing automation or a solution that gives them better access up and down the marketing stack. Companies that decide to forgo stack access and settle for just marketing automation will likely have to purchase many more additional tools in order to properly deploy content marketing and its many facets. Read more

At what point should a company consider incorporating an automation platform into its marketing efforts?

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Patrick Biddiscombe
CEO at New Breed
Companies, even startups, with plans for high growth and scale in the future should invest in marketing automation early so that the infrastructure can scale with the business. These are some of the factors that should be considered and will impact time to value for businesses that are more established or don't have plans for hypergrowth: - Existing inbound lead velocity: If you have 10–20 leads per month, marketing automation probably doesn’t make sense (yet). However, if you’re generating 10 leads a day from your website, it’s time to invest. Also consider what your potential... Read more
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John J. Wall
VP Marketing at EventHero
These solutions have become so affordable that any business large enough to have any kind of automated communications should be looking at marketing automation. Read more
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Chad Pollitt
Co-Founder, VP of Audience, Speaker, Author, Top 20 CMO Influencer & Former Army Commander
Any company that's serious about implementing content marketing into its marketing mix should incorporate demand generation software, marketing automation and a CRM out of the gate. Marketing automation forces marketers to map the buyers' journey to content while identifying the gaps needing to be filled. This is critical to the success of a sustained content marketing initiative. Read more