What is Marketing Automation?

Marketing automation is all about automating the routine and repeatable tasks associated with lead management, lead nurturing, lead scoring, and creating and maintaining a marketing lead database. Done right, it can help marketing organizations improve their productivity as well as their collaboration with sales organizations. But even more importantly, it enables marketers to rationalize their activities and justify their budgets.

Automation software enables marketing departments to measure what works and demonstrate impact on revenue, and by integrating with existing sales force automation systems (like Salesforce.com), it enables marketing to become a true partner with sales throughout the lead management process.

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Marketing Automation: Ideal Tool for B2B Marketers

In recent years, the role definition of the B2B marketer has dramatically transformed. Simply put, marketing professionals who will fail to reposition themselves as part of the revenue generating operation of their organizations, and no longer just as a cost cener, will soon find themselves out of budgets and out of focus.

Marketing automation software gives marketers the power to accurately show how their marketing activities tie into the larger pipeline picture, to prove their impact on deal closing statistics and to create a productive alignment with sales on a deal by deal basis or on a volume basis.

Enter Marketo

When it comes to marketing automation, Marketo is the vendor of choice for over 1800 businesses and marketing organizations around the world. Its Software-as-a-Service delivery model and ease of implementation make it a powerful proposition for marketers who need easy to use tools to drive their lead management activities.

Marketo's lead generation, nurturing and scoring capabilities, combined with strong analytics, make it the solution of choice for B2B marketers. It's also tightly integrated with Salesforce CRM, making it extremely easy for Salesforce.com customers to get onboard and start reaping the fruits of a marketing automation program.