Should marketing automation be seen as a tool rather than a solution? As you may know, modern marketing automation entails utilizing and integrating multiple channels (social media, landing pages, email, CRM, etc.) to more efficiently reach a desired target audience. However, can this technology really be purchased as an effective product from a customer base possessing no prior exposure to it?
Mike Templeman from Forbes argues that it cannot. He goes on to explain that many customers need assistance with this complicated technology, and that many marketing automation software providers do not supply enough guidance in business’ implementation and use of these products. He claims that, as a result, this technology has proven more a tool than a solution.
Tool: Something that is helpful, but requires the right experience/knowledge.
Solution: Something that is helpful, and when purchased can be used without prior experience.
Mr. Templeman claims that software companies do a great job at developing new and innovative technologies, but do not invest enough in the human capital necessary to respond to a customer base that has no experience with the steps needed in using this technology to develop a successful campaign. This lack of responsiveness on the customer service side has left many customers frustrated with marketing automation all together. This is why in recent years there has been a shift to software companies relying on partner agencies who can aid in the implementation and development of a campaign utilizing newer technology. Mr. Templeman argues that for marketing automation to be successful, it should be sold as a service and product rather than solely the latter. We at Bann Business Solutions agree. We can provide you the expertise and knowledge necessary in rendering this helpful tool into a solution.
Thank you to Mike Templeman for providing the reference article!
As always, if you have any questions/disagreements/comments please share your thoughts!