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marketing automation

Meeting Marketing Challenges with Automation and Drupal

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?

Discussion Point: Marketing Automation - Feature vs Platform [April 17, 2013]

Submitted on
Wednesday, April 17, 2013
,
CMS Wire

Here's how I think about a platform — you work in a platform. A platform is designed for a specific business function like marketing, sales, HR, finance, etc. Platforms connect to other platforms, so integration is key.

The important part of the definition is that a platform is something you use every day, and plays a critical part in the success of your role. For example, the Acquia marketing team lives inside of Marketo, setting up programs, writing emails, scoring leads and analyzing results. Marketo is the first application we open in the morning and the last we close at the end of the day. It plays a pivotal role in making sure we're passing the best leads to sales at the right time, while nurturing our earlier stage prospects.