Over the past decade, the marketing automation industry has undergone massive transformation. Spending in the United States is forecast grow to 25 billion U.S. dollars in 2023 according to Forrester. As B2B buying cycles become increasingly more complex, marketing teams are feeling even more pressure to provide performance at scale across multiple channels and platforms. Originally focused on email, many of today’s marketing automation platforms (MAP’s) include functionalities that support content management, multi-channel orchestration and advanced analytics and data management capabilities.
Resources & Insights
Learn more about data-driven sales and marketing and how it
drives customer engagement.
Marketing automation is no longer just programmed emails, administrative tasks and daily maintenance but about end-to-end marketing solutions driven by AI. Because of this, response marketing automation tools were designed for businesses because they cannot solely rely on traditional marketing automation tools. These non-traditional tools come into play when integrated into a predictive analytics system.
One of the greatest opportunities in ABM today is to integrate the data and messaging of marketing’s most valuable communication channel, email marketing. So why is it that most B2B marketers ignore the role of email when it comes to ABM? Is it because most ABM platforms ignore email? Quite possibly. In fact, only a select few ABM platforms have the ability to gather insights from a clients’ email ecosystem and deliver coordinated messages back.