Feature Articles

For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

In an era of “conversational marketing,” many marketers are challenged to demonstrate value by understanding a prospect’s needs, objectives and business goals. The financial services sector, however, demands that marketers are more focused on the product rather than tailoring messaging to individual needs.

In our first “Vertical Deep Dive” DemandGen Report took a targeted look at how marketers in the financial services sector can optimize tools and tactics to efficiently market to prospects. DemandGen Report interviewed several vendors and industry insiders to profile the key automation features that can help financial services marketers address the complex nature of the buying process and nurture prospect across their entire lifecycle.