Marketing Automation: Hot or Not? - B2B Lead Generation Company Malaysia
While analyzing record second quarter earnings for Salesforce.com a few weeks ago, CEO Marc Benioff gave partial credit for a 30% revenue bump to the company’s addition of ExactTarget—and specifically its Pardot marketing automation arm—to its Marketing Cloud. Salesforce had just acquired the company in June. Could it really have made a difference that quickly? Or was Benioff justifying the whopping $2.5 billion price tag to shareholders? It nagged at me to get on the phone with people who know better (than me, that is) to answer the overwhelming question: What’s the magic behind marketing automation and why are companies like Salesforce and Oracle shelling out a billion bucks and more to add it to their arsenals? I recently hosted a webcast featuring a company called Demandbase. “Companies are spending a lot of money on marketing, and marketers are spending a lot on technology, but what kind of technology you buy depends on your type of business,” he said.
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