As a B2B marketer in the technology space, I always like to see how less technical companies are handling marketing. For many of us who have been around CRM systems, a technology-aided marketing program is an afterthought. So, I got a nice refreshing view on the state of marketing at an event I attended yesterday. The event was called B2B Marketing University – put on by email services and marketing services software provider Silverpop.
The audience was varied in terms of industry background, and all had different levels of marketing automation experience. And judging from my conversations, there are still a lot of organizations that are not automating their marketing processes, or putting significant measurements in place.
This observation was backed up by a factoid that came up in a presentation, based on research by analysis firm Sirius Decisions. They opine that only 10% of organizations today are using marketing automation software.
Marketing has long been considered more art than science. But with simple tools like web-to-lead forms and tracker URLs for email campaigns, measurement and ROI numbers can be easily attained. I think we are still in a learning curve here – but the good news is that the tools that help optimize existing marketing practices are getting easier and easier to use.
The next huge issue, of course, is figuring out how to mix in all that cool social media stuff for marketing, but I do believe for many companies, they need to walk before they run.