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Marketing automation made easy

…have adopted marketing automation, it leads one to believe the experts are indeed correct. But the reality is, marketing automation is quite easy to implement and use. Understanding marketing automation Marketer Sheila Kloefkorn describes marketing automation as “the practice of distributing…

Marketing automation struggles to reach its full potential

…marketing automation. The likely cause? The buying cycle has changed significantly in recent years, and organizations are struggling to keep up. There is a lack of understanding on how to align automated marketing messages with behavioral activity, and this cannot be addressed by automating old…

How to wed multiple martech stacks when companies merge

…task for both Sharaf and Alves during the early stages of combining multiple martech stacks. Alves was able to reduce three different marketing automation platforms to one that aligned with his company’s CRM system during the initial phases of blending Plantronics and Polycom’s martech stacks.…

IBM’s Watson Marketing spinoff launches with agile strategy

…equity firm Centerbridge Partners. The new company, which is still yet to be named, launched on Monday.  The company aims to deliver marketing automation, marketing analytics and content management solutions.  In separating from IBM’s larger umbrella, Watson Marketing should be able to focus more…


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Salesforce announces Pardot Business Units for enterprise marketers

Salesforce is launching Pardot Business Units, a new feature for digital marketers looking to segment audiences across different areas of an enterprise. The solution, announced Monday, aims to provide agile functionality and analytics to global marketing teams for account-based marketing efforts.…

Marketing technology grabs 29 percent of 2018 CMO budgets, survey says

Marketing technology increasingly accounts for a significant share of marketing budgets, and 2018 was no different. According to Gartner’s CMO survey, Martech ate up nearly a third of marketing budgets, making marketing technology the largest area of investment for marketing resources and programs.…

IBM to sell Watson Marketing, commerce solutions to Centerbridge Partners

…that came out of the Silverpop acquisition. Why you should care Centerbridge intends to form a standalone company that will deliver marketing automation tools, customer experience analytics, AI-powered content management system, personalized search and more. “IBM plans to work with Centerbridge…

Building a marketing operations team from scratch, one year in

…benefit the entire organization, making processes more efficient for all marketers. “People are angsty about not having access to marketing automation, but the greater good is we need to reduce risk and have governance in place.” More insights from the MarTech Conference Join us for MarTech East…

Adobe CMO Ann Lewnes on making big bets on digital, cloud and AI

…creative because that’s what brings in the customers. She also connects data analysis and marketing automation to a brand’s humanity and ability to connect with their audiences. “I think automation leads to humanity,” said Lewnes, pointing out that if a marketer can use its data to better understand…

Unstoppable trends every B2B marketer must embrace to drive growth

…The shift from marketing automation to orchestration is on Over the last decade, many of us “bought the dream” that marketing automation was the answer to move marketing from a brand and product-focused discipline to demand and revenue-driven department. Automation certainly helped us jump start…

Marketing Automation

…programs, and delivers prospect information to sales representatives through the company’s CRM or salesforce automation (SFA) systems. When used effectively, marketing automation systems will deliver a continuous flow of qualified leads to the sales force, as well as the data needed to close…

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