What you need to know about B2B marketing automation platforms

Marketing automation platforms provide powerful suites of tools that aid marketers and sales teams in creating more effective campaigns, but how useful are they really?

A marketing automation platform is defined as a campaign management system that drives customer interactions, measures response, and delivers prospect information. According to the report, trends indicate that it has great potential and many large companies are looking into how this technology can drive ROI.

A Greater Range of Services

Marketing automation platforms are offering a greater variety of applications than in the past. While some providers offer a suite which includes everything in one, other vendors offer an open API model allowing enterprises to pick and choose which services they want.

Nearly all automated marketing platforms offer features like email marketing, landing page development, website visitor tracking, and data analysis. There is also a host of advanced features including dynamic website content integration, multichannel campaign management, and mobile optimization.

It’s becoming increasing difficult for B2B marketers to target the right audience and keep them fully engaged throughout the buyer’s journey. The chief advantage of automated marketing platforms is that they bring a wide range of advanced tools that can make that easier. But, it isn’t for everyone. The report indicates that marketing automation platforms are best utilized by businesses that need help scaling marketing campaigns with company growth.

When used effectively, automation platforms can boost marketing efficiency and generate better leads over a complete multichannel user experience. They are costly, and there is a certain learning curve involved, so smart marketers will do their research before investing in the technology.