The Pardot Europe team recently hosted two Marketing Automation seminars in London and Bracknell, well attended by marketers across a variety of businesses, including clients and partners.
With only 3,500 business users of Marketing Automation platforms globally,
these sessions were made up of marketing pioneers, trying to affect change in their organisations.
Adam Sharp, Managing Director of CleverTouch
Adam Sharp from CleverTouch, Marketing Automation Specialists, talked of how traditional marketing simply must change, away from spray and pray tactics, to a more structured prospect engagement journey. Marketing Automation forces a review of how you engage with sales and prospects, and encourages you to adopt a far more intelligent campaign approach. So it’s not just about the technology, at the heart of Marketing Automation lies people and process.
Jeremy Jones, Marketing Director at Datanomic
So much for the sales and marketing philosophy, what about the numbers? As Jeremy Jones, marketing director at Datanomic pointed out, marketing rarely gets feedback on leads passed onto sales. This seemed to be an all too common issue raised at the event. Yet, Jeremy emphasised how, in his experience, Marketing Automation was actually embraced by the sales team, with them welcoming the chance to see prospect behaviour information real-time.
And little wonder the Datanomic sales team had embraced Marketing
Automation, with Jeremy quoting an impressive pipeline growth of 375% since platform implementation. Being a pioneer of the technology has certainly paid off.
The events were rounded off with lively panel debates hosted by Joel Harrison, B2B Marketing editor. Joel confessed, despite his deeply ingrained cynicism as a journalist, he couldn’t deny the obvious ‘no-brainer’ benefits of Marketing Automation. Yet another hefty endorsement for an industry in its infancy. No surprise that analysts are predicting revenues for the Marketing Automation sector to grow by 20% CAGR between 2010 to 2017.