DemandGen Report
January 30, 2012

Embracing 'What’s Next': Is Your Marketing Automation Technology Future Proof?

The Greek philosopher Heraclitus once said, “Nothing endures but change.”  While this statement undoubtedly rang true thousands of years ago, the pace of change has accelerated so much that it carries substantially more meaning and weight today.

B2B marketing is in a state of constant flux. New channels, tactics and business demands are emerging on what seems like a daily basis. While there is increased adoption and maturing use of marketing automation, many marketers are still learning how — and if — their current technology can support new strategies, such as mobile marketing and social marketing. In order to realize consistent benefits across these emerging channels (and those that will surely follow), they need tools that can simplify and automate the necessary processes, now and in the future.

This lack of understanding could put marketers’ job security and productivity at risk, should their current solution prove unable to adapt to future business requirements. Over the coming year, it will be more important than ever to do the necessary due diligence to choose the right marketing automation solution to adeptly prepare for the challenges ahead.

This important discussion – future proofing your marketing automation selection - was highlighted in a webinar I participated in back in November, hosted by DemandGen Report’s Andrew Gaffney. Joined by David Raab, principal of Raab Associates, the webinar took a look at the current state of marketing automation and provided advice and best practices on how organizations can make the best marketing technology purchase decisions to prepare for what’s ahead.

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