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by Adam Waid
Often marketing's biggest challenges are long sales cycles, complex decision-making processes, and multiple stakeholders. There is increasing pressure on marketing professionals to find the most qualified prospects and build relationships with them before the lead is passed to sales.
What Is Marketing Automation?
Marketing automation allows organizations to consolidate, streamline, and better manage campaigns that were once cumbersome to track and administer. Once implemented, the system enables a chief marketing officer to view a centralized dashboard to measure the ROI of various strategies via a marketing automation product.
Knowing the "right time" is key to effectively engaging prospects with your brand. Conducting an analysis of your target audience and capturing demographic information, along with their interactions with your brand through your website and social platforms, allow you to qualify a lead and deliver to your sales team. (For a glimpse at how Mediacurrent shifted how we implement, strategize, and work with marketing campaigns read our own case study around the success we’ve had with Marketing Automation)
It is almost a foregone conclusion that content management system purchasing decisions, especially at the enterprise-level, are now being driven by the chief marketing officer and more sophisticated marketing departments. There are many in the web space who are predicting that this paradigm shift from technology to marketing is a major disruptor. They are coining phrases like "web experience management " or "online channel optimization." The challenge is coming up with a platform to standardize various web tools and properties. This is where Drupal really shines.
Your Marketing Automation Platform and Drupal
Let’s skip ahead and assume you’ve already determined that your organization needs marketing automation. The next question to ask now is, “how effectively will this software integrate with a Drupal website?”
Drupal is definitely one of the better platforms for this integration. All it takes is a simple installation of a few custom modules, and then the most popular marketing automation platforms can quickly be integrated with your Drupal website.
Some examples of these modules include those for Eloqua and Marketo but if you're using Drupal, a simple installation of a custom module like these can quickly integrate your site with most marketing automation platforms.
Drupal is reaching an inflection point. In order to stay relevant and thrive, the Drupal community must grow and recruit all types of skills and talent. In order to accomplish this, the Drupal community is taking a vested interest in the success of other technologies—think Symfony and Drupal 8. And by getting involved in the marketing automaton arena, we expose a whole new set of people to how Drupal can be effectively leveraged to solve problems.
Want to learn more? Download Mediacurrent's new eBook, "Marketing Automation and Drupal"