Tag Archives: transformation

Marketing Automation – Deploying Beyond the Pilot

For most of my clients who are looking to integrate marketing automation into their overall marketing landscape, at some point the question surfaces about what should be the best deployment strategy. Typical areas for discussion are

  • How do I make a noticeable difference to our performance without reaching full deployment?
  • Should I deploy using in-house resources or using partners?
  • How should I phase the deployment of functionality?
  • How should I phase the geographic deployment?
I’ve seen, lead and advised on a number of Marketing Automation projects I have a few observations to make: If you are involved in the deployment decisions around Marketing Automation, here are a few things to consider.

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Well I guess you COULD automate your marketing….

… But would you really want to?

This was the question I tried to address in a 45 minute webinar for BrightTalk yesterday as part of their Campaign Automation online summit. The proposition was pretty straightforward: before you start to Automate your marketing, you better be pretty clear about what the purpose of your marketing actually is. There’s no escape from this – no tool is going to do the thinking ¬†for you (at least, not until IBM’s Watson computer joins the marketing team), or make your content interesting and engaging.

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