By Jeremy Bloom, Co-Founder of Integrate
The technologies finally exist to automate most of the marketing/sales pipeline, and 2012 saw early-adopting brands and agencies break away from the ancient practice of poring over Excel spreadsheets. The lunacy of manual batch uploads into CRM platforms and cubes packed with analysts is over—marketers in the demand generation space can now integrate their business processes with technical resources such as fulfillment, analytics, marketing automation, CRM and ERP systems.
2013 will be the year that B2B marketers begin to bridge the automation gaps that exist between them and their consumer-facing counterparts. This means turning to data management platforms (DMPs), which 40 percent of all marketers worldwide currently use to drive higher ROI through improved ad targeting effectiveness, connected customer insights and automated digital media buying.
As marketing spend continues to be divided among an ever-increasing number of channels and media types, DMP and automation adoption will thrive when marketers realize that the grueling labor-intensive tasks typically completed in hours with Excel can be accomplished with a centralized analytics platform in a matter of minutes.
Strategy: Marketers, especially B2B marketers, must discover and understand the technologies available to automate not only lead nurturing and scoring, but also lead generation and audience targeting and how they can be properly integrated into current technologies to benefit overall brand goals.
For other strategies, check out Website Magazine's April 2012 print or digital edition.