The role of the marketer is evolving. In today's world, customers and prospects have more control over the conversation than ever and marketers have to adapt. SilverpopTM, the only digital marketing technology provider that unifies marketing automation, email, mobile, and social, commissioned Forrester Consulting to better understand how marketers are using marketing automation tools. The findings, and tips and tactics for marketers to implement, are part of a new white paper,"Automation: Redefining Marketing's Game Plan."
For the report Forrester surveyed 155 U.S.-based senior marketing professionals on their use of marketing automation to drive communications, develop campaigns and deliver valuable customer experiences. Forrester also analyzed how marketers' current capabilities affect their emphasis on customers and examined how marketers expect technology to alleviate the challenges they experience.
Highlighted was an increased adoption of marketing automation solutions as a way to more effectively deal with the recent growth of communication channels, touchpoints, and customer expectations for companies' responsiveness. Using these tools, marketers can design and direct customer interactions with more speed and greater personalization than is possible with manual processes. The study found that marketing automation solutions provide direct gains in operational efficiency and underlie more sophisticated customer relationship programs.
Other key findings included:
• Marketers are embracing automation and plan to increase usage;
• Marketers' focus on process efficiency obscures the strategic potential of automation;
• New and experienced users can readily improve program maturity.
"Marketing automation can unlock the door to tremendous opportunity, but there are some important best practices that can make the vision of true automation a reality" said Bryan Brown, Silverpop director of product strategy. "This white paper will help marketers better understand the promise marketing automation holds and outlines the steps they can take to realize its full potential."
Silverpop (silverpop.com) is the only digital marketing technology provider that unifies marketing automation, email, mobile, and social. Its customers achieve superior Return on Relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI, and deepen brand loyalty. Silverpop's commitment is to offer a platform that is complete, not complex-so that marketers from any size organization can easily achieve digital marketing success. The company offers a world-class services team, 24/7 customer support and a network of partners to ensure that every client gets the right mix of solutions for their specific digital marketing needs. Silverpop is trusted by more than 4,000 brands around the globe.