HOW TO: Build a business case for marketing automation

Introducing marketing automation to your company requires a cultural mindshift. Steve Woods, chief technology officer at Eloqua provides his top tips for getting everyone onboard.

Industry analysts following the marketing automation space agree it’s expanding and that we can expect to see growth this year and beyond. Analyst firm SiriusDecisions expects the adoption of marketing automation to increase 50 per cent by 2015 according to the 2012 State of Demand Generation Report.

The majority of those looking to implement a marketing automation solution need to get buy-in first. Building a strong business case is key but takes time and resources. Below are three steps to help you build a business case for marketing automation.