This Business Case outlines the background to marketing automation platforms, providing a background to the market, explaining what these applications do and providing practical guidance on how to implement one.Overview:
Marketing automation is one of the most exciting technologies currently available to B2B marketers, promising to integrate key marketing channels, provide unrivalled transparency on buyer behaviour and enable better integration with the sales team. However, marketing automation applications are complex and the implications of implementation can be far-reaching – potentially even demanding a reorganisation of sales and marketing. This document will provide marketers with a first step in understanding marketing automation, and insight into issues that they may face if they chose to progress with an implementation.
This Business Case will help you:
- Understand this type of technology – identify whether this application may address your business needs.
- Develop an overview of the vendor landscape – understand who the key players are and how the space is evolving.
- Develop proposals for implementation – move forward with a rollout programme.
Overview:
Section 1 – Introduction
1.1 The opportunity
1.2 About this document
Section 2 – About marketing automation
2.1 Definitions and origins
2.2 Different types of solution
2.3 Business objectives/usage
2.4 Current trends
2.5 Market data
2.6 Assessing and managing risk
Section 3 – Strategic action plan
3.1 Understanding the problem and objectives
3.2 Understanding the implications
3.3 Organisational support
3.4 Technical scope and limitations
3.5 Understanding the market for platforms
3.6 Platform selection
3.7 Implementation plan and rollout planning
3.8 Longer term implications and planning
Section 4 – Case studies
4.1 DigiGlobe and Neolane
4.2 Acronis and CleverTouch
This guide is suitable for:
- Marketing directors
- Sales and marketing directors
- Marketing managers
- Anyone involved in creating and developing leads for ultimate conversion
