Marketing Automation Expert Insights

by Chad Pollitt

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

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.

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

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.

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

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.

About the Expert
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Chad Pollitt
Co-Founder, VP of Audience, Speaker, Author, Top 20 CMO Influencer & Former Army Commander
Chad Pollitt, a decorated veteran of Operation Iraqi Freedom and former Army Commander, is VP of Audience and Co-founder of, an online publication solely dedicated to helping marketing and communications executives solve their online content visibility challenges. A member of a Forbes Top 100 list, Chad authored "51 Things Your Mother Taught You about Inbound Marketing" and "The Content Promotion Manifesto." He has contributed to industry media outlets, including The Guardian, Huffington Post, Social Media Today, Business2Community and LinkedIn. Chad has been creating profitable online campaigns for over 12 years for brands both large and small while delivering tens of millions of dollars of tracked return on SEO alone. Named a top five content marketing thought leader by Onalytica and a top 20 CMO influencer by Nice, he continues to innovate by leading the emerging industry of online content promotion and distribution.