Lead Management

Buying Marketing Automation Software: A Best Practice Process

So you’ve decided to buy a marketing automation solution. Now you need to select the right vendor for your company. Of course, we think Marketo is almost always the best solution—yes, we’re biased. But here’s an unbiased process you can follow to maximize the chances you’ll buy the marketing automation software that is right for your company. […]

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation”? On the face of it, this is not a surprising question. Many CRM systems have a module for marketing. Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”. Similarly, Microsoft Dynamics CRM’s website claims “familiar and intelligent marketing capabilities” that help you “market more effectively, improve productivity, and gain actionable insight into your marketing efforts”. Given this positioning, it’s no wonder that marketers often think they may not need anything else to run their modern marketing departments. […]