by Chad Pollitt
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.
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.
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.