Be the first to like this
Marketing Automation refers to a controversial new class of software technology designed to lower costs and enhance the bottom line by automating elements of both the marketing and customer engagement processes. Specific marketing automation solutions vary widely, but in every case the automated processes generate large volumes of data that must be measured and analyzed. In this exclusive Social Media Today webinar, two leading software experts offered contrasting views on marketing automation as compared to other marketing and customer engagement methods.
Representing the pro-MA perspective was Lisa Arthur, chief marketing officer of Aprimo, a marketing automation company. Aprimo was recently acquired by Teradata, sponsor of Social Media Today's SmartDataCollective community. Arguing the "con" case was Mike Volpe, CMO of Hubspot, an inbound marketing software company.