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Why do you think that companies are still seeing such a low adoption rate for marketing automation?
It was mentioned at the Focus Round Table on marketing automation that adoption rates are lower than 15%, and it made me wonder why are we seeing such a slow rate of adoption for this? Do you think that these numbers will increase over the course of 2011? By how much?
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3 Answers
Hi Lauren,
I believe adoption is growing but utilization is very low. Marketing and lead management processes are difficult especially when trying to enable the workflow with a marketing automation platform. This challenge is compounded with the fact that some marketing automation platforms are not easy to use.
The promise of marketing automation is compelling and very real. Yet when organizations begin implementation and go online, the reality hangover often sets in. Organizations need to have the political will and executive support to ensure the right resources and approach are followed to ensure success. Otherwise the expectations will be unreasonable and the marketing team may just fall into a rut of using an automation platform merely for email.
Brian Hansford
Zephyr 47
http://www.Zephyr47.com
To date the ROI for the MA platforms are in the longtail and most of us have to be fiscal half, or quarter focused. To build on Brian's point, if an MA tool isn't implemented and managed by a professional that knows what they are doing, and without strong executive support, really all the tool is going to do is create added overhead that doesn't generate commensurate activity.
Here's an idea for a paper topic - "MA playbook: How to close a deal in 30 days", "How to use MA to generate revenue this quarter"
That's because there are so many different things to look at on the Internet- a real marketing strategy isn't bought in a box.
A real marketing strategy is deployed by a team of Internet workers with human faces.
A real marketing strategy is being creative.
Automation is easily detected.
People want to talk to a human face.
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