Is Marketing Automation A New Marketing ElDorado?

$-smallJudging by the numbers delivered in this Salesforce Slideshare presentation, I would tend to say “yes”. Judging by the response I’m getting from my clients, I’d say “definitely yes”. There is this realisation by companies that nurturing visitors, leads and clients can lead to something.

Marketing Automation adoption on the rise

As a matter of fact, I would call that plain marketing, not marketing automation. It seems that marketing has strayed too much in the past 20 years and that we are discovering, at last, that delivering the right message at the right time to the right people is more effective than drowning them in useless information they don’t want to read.

This, in actual fact, is what we witnessed on this side of the channel when we looked at the results we were getting from marketing automation: while email opening rates fell sharply to less than 6%, we were able to make them take off back to previous levels (at 18%, i.e. 6 times more) with the proper use of profiling and behavioural targeting.

Who needed proof of that? Now, I can believe that marketing automation adoption will be on the rise in the next 3 years.

Yann Gourvennec
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Yann Gourvennec

CEO & Founder at Visionary Marketing
Yann has a long-standing experience in marketing, information systems and Web marketing. He created in 1996 and since then, he has practiced Web strategy, e-business and Web communications in the field. He has been a member of from 2008 till 2013 and he co-founded Media Aces, the French Association for enterprises and social media. He is a lecturer, a keynote speaker, an author and blogger. His upcoming book Mastering Digital Marketing Like A Boss will be published soon. In early 2014, he went from intrapreneur to entrepreneur when he founded his digital marketing agency Visionary Marketing, in partnership with Effiliation.
Yann Gourvennec
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One comment on “Is Marketing Automation A New Marketing ElDorado?

  1. Pingback:Marketing automation : nouveau Printemps du Web ?

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