Sep 09, 2011

M.A.P.s For Effective Communication: Marketing Automation Platforms

It’s no mystery that sales and new customer acquisition are integral parts of business growth. This being the case, we do what we can to drive sales through as many channels as possible. We tend to focus on two tactics, while all too often separating efforts without realizing the value they can offer each other.

 #1. We advertise. We get creative and throw out these marketing nets to catch as many potential customers as we can.

 #2. We actively sell. We put people in charge of finding new customers, generating leads by often buying lists and hammering on cold calls until we get a bite.

With an ever-increasing amount of our efforts being focused in the digital marketing world, marketing efforts can be tracked meticulously. You can look at the website traffic and separate which visitors are in which stage of the buying cycle, and there’s your lead list. No more purchasing what someone else has farmed.

On the other side of this, sales people talk to customers every day. They know what customers are saying. From this vantage point, it only makes sense that your sales people are some of your best sources for market information.

I’m not giving away industry secrets here. We know that marketing is meant to support the sales function, and sales can support the marketing function. To this end, I’ll introduce some of the top Marketing Automation Platforms that help to facilitate useful flow of information between the two. These platforms not only track website activity, they allow for automation of email marketing campaigns and assignment of prospects to salespeople in your CRM. This is, however, only the tip of the iceberg. See for yourself.

  1. Pardot
  2. Marketo
  3. Marketing Pilot

Happy marketing!


(Contributed by Sean Matthis)