Marketing Automation is a huge contradiction in terms.  The term "Automation" has served vendors like Eloqua and Marketo well over the years because it implies a "set-it-and-forget-it" service.  Experienced marketers know better.  Marketing Automation solutions are very sophisticated tools.  They can be very expensive - with features (bells and whistles) which most users only dream of using.  

Thus the problem, the "Marketing Automation" term over-promises and gives executives a false sense of confidence in their ability to benefit from the investment and implementation.  As if the tool was a "Rhoomba" vacuum...and by setting it up, every prospect and lead will be swept up and closed with scientific precision.  In my estimation, a tool like Eloqua is more like a very sophisticated sewing machine. I apologize for the comparison (because I always hated sewing - I ended up screaming for my mother every 3.5 minutes).  But - a sewing machine does not, after being set-up, create snazzy designer garments with ease.  Don't underestimate the patience, practice, and hours required to create a garment suitable to be worn in public.


I don't want to come off as being negative...because the Marketing Automation solutions have great potential.  May I suggest that it may be time for a change in vernacular?  Step one - lets begin the process of crowd-sourcing a more descriptive term.  

I just viewed a fun infographic which does a great job of summarizing how  significantly the purchase process has changed for buyers/shoppers.  

Buyers sit squarely in the drivers seat of the purchase process - with  steering wheel in-hand with a foot on a pedal (brake OR accelerator).  Barraging target segments with emails, direct mail, and in-your-face online banner advertising is becoming increasingly ineffective at generating leads.  It can, however, be very effective at causing opt-outs and spam reports (prospects slamming on the break pedal). 

When prospects are ready to buy (use the accelerator)  - they will seek the information they need to make a decision.  They will download white papers, visit blogs, read expert reviews, and seek out comparison guides.  They are very likely to make their purchase decision BEFORE they every contact your sales team.  

This new way of shopping demands marketers focus on the buyer, the sales process,  and providing the types information they will need to make a purchase decision.  Marketers need to enable learning by creating good content and participating in prospect engagement and learning.  

Inbound marketing - creating relevant content  and making it available for prospects is the new marketing imperative for driving revenue.

infographic

I found this factoid to be amazing:  "82 percent of B2B marketers now employ content marketing as a strategy in their marketing programs. Coming in at a distant second place is search engine marketing at 70 percent." according to HiveFive B2B Marketing Survey Report.

Content Marketing is more than King it is exploding ....but why do so few marketers understand it?