Marketing Automation Breaks Out

October 29, 2013

The value of marketing automation technology is exploding. Once reserved for email marketing campaigns, the software is now being used to generate leads, track campaigns (social, Adwords, email, newsletter), and create intelligent email workflows based on user interest and behavior. A June survey of B2B marketers by showed how much the use of marketing automation has grown:

36.7% use to generate leads

36.1% use to nurture leads

28.2% use to create content to feed automated campaigns

26.0% use to engage with customers

15.1% use sporadically for marketing automation campaigns

That’s all great info, but here’s the data point that really caught our attention: Nearly 40% of marketers still don’t use marketing automation. That means there’s a huge opportunity out there for companies to use the technology to improve results in their marketing campaigns and gain a competitive edge over late adopters. BroadBased can help you do just that. We’re investing in a new system that will allow us to work strategically with you in your digital space.

Websites are considered “ground zero” for engagement. All marketing efforts – digital and otherwise – point to the website. Attaching automated marketing software to your website captures prospects, tracks individual visitor activities, automates the sales/marketing workflow, and even assigns identities to visitors so you know exactly who is interested in your product or service – including competitors.

As the survey results show, there’s still time to get ahead of the marketing automation curve, so give us a call and we’ll show you what it’s all about.




Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.