Author Archives for Ian Michiels
Despite the name, marketing automation was never intended to be a marketing technology, even though about 80% of investments in marketing automation are driven exclusively by the marketing department. The expectation was – and is – that the system would be embraced by both marketing and sales because, after all,... View Article
2014 should be a great year for marketing automation; frankly, the last two years have been great years for marketing automation. We saw multiple IPOs, acquisitions galore, demand for new positions with titles like “VP of Demand Generation” and “Marketing Technologist.” And most of all, we saw widespread and unequivocal... View Article
Social media return on investment (ROI) is a tricky subject for marketers. But, for B2B marketers it’s especially difficult given the nuances of a B2B sale. In a B2B setting, organizations are looking for targeted buyers in specific roles and functions; the offering is more complex, pricing is complicated, and... View Article
Standalone email marketing tools might be sufficient for some SMBs, but marketing automation can help take your business to the next level.