Getting buy-in for a marketing automation implementation



Garnering c-level buy-in to purchase a sweeping set of tools can be difficult, especially for comprehensive and potentially expensive tools like marketing automation software. It’s important to stress that marketing automation will help your marketing team get more done (because more is automated) and personalize your marketing message on a grand scale. These two metrics should contribute significantly to increased revenue from the marketing department.

Marketing director or manager

Middle management often tracks employee productivity, and marketing automation tools help marketing teams scale quickly from manual campaigns to automated personalization. By giving marketers a platform to personalize their marketing communications and target broad groups of customers via automation, the marketing team has more time to shift their focus from trying to run all the individual campaigns they need to improve the performance of each of those campaigns.

Individual contributors

Individual contributors (ICs) on the marketing team—whether content writers, social media specialists, paid media analysts, or designers—will use your new marketing automation software every day. Invest in training these individuals to use the tools regularly and efficiently. Take the time to outline to your ICs the benefits of the marketing automation tool that you choose, and how it compares with the rest of the products out there. You may also want to survey each of the ICs to better understand which features they use most, so you can purchase those features.

Choosing the right marketing automation software

Selecting the best marketing automation software for your team can be difficult. The right integrations, the best A/B testing functions, the strength of reporting — there’s a lot to consider and a lot of boxes to check.

You can use the Product Selection Tool at the top of the page to receive customized recommendations for marketing automation tools based on features, integrations, company size, and more. Have questions? Call one of our in-house Technology Advisors for a free, unbiased consultation.

Enterprise Project Management Software Buyer’s Guide

Current Industry Trends & Market Leaders

  • Discover reasons for implementation such as managing multiple projects or enterprise project complexity
  • Learn about common features such as resource management and progress tracking
  • Find out more about four of the leading solutions for enterprise project management on the market today
  • Side by side product comparison listing the features of four leading solutions

In your FREE Project Management Software guide, you’ll learn about…

Last year, only 56 percent of organizations’ strategic initiatives met their original goals or business intent. The challenges of managing enterprise-scale projects are innumerable: complexity, scale, dispersion of labor, and a high degree of risk are a few of the most common.

Luckily, large companies have the capital and the data infrastructure to support enterprise-scale solutions. Many of these companies have turned to project management (PM) software specifically geared to enterprise use—usually referred to as project and portfolio management (PPM) software. Recent forecasts predict the PPM software market will grow from $2.3 billion to almost $4 billion by 2019.

Project and portfolio management software is an invaluable tool for managing the demands of enterprise projects. This guide will articulate some common applications of PPM software and compare four leading products to help you make an informed purchase.



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