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The goal in choosing an effective marketing automation technology is to help your organization determine the relevance, value and return of your marketing tactics – your web site, social media, SEO, SEM, mobile, e-mail, and other content – to ensure you are maximizing your conversion and revenue opportunities.
When exploring marketing automation technologies, companies should choose an integration-ready technology that will be compatible with the organization's current installed infrastructure. This requires close scrutiny and would benefit from the services of an objective, highly experienced and knowledgeable marketing technology consultancy that is not tied to a single technology vendor. Marketing technology consultants who work with multiple technology partners are far less biased in their recommendations.
Dr. Cedric Alford makes the case for Marketing Automation and what to look for when evaluating Marketing Automation technology.