Want Marketing Success? Examine Your Internal Processes Before You Invest in Technology!

By Patricia Seybold

Today’s marketers need to use social media, email, mobile, and web technologies to effectively target and personalize their messages. Ideally, all of these targeted and personalized “campaigns” are managed by an integrated suite of marketing automation tools.

Marketing automation is one of the fastest growing niches in the technology landscape for good reason: it enables marketers to personalize their nurturing of leads and get higher conversion rates. Personalized marketing results in higher conversion rates for self-service sales, better quality leads to sales people for assisted sales, and, of course, higher revenues. It also helps marketers reduce creative production costs, cut short poorly performing campaigns, and improve predictability of revenue.

However, too many marketers view the technology as the panacea, so they often select and start to implement technologies, such as marketing automation systems, before addressing their own organizational issues and business process requirements.