In my last blog post, I looked at how current marketing automation platforms are so complex that organizations can’t really derive any meaningful benefits from them unless they hire a technical professional to manage the system.
I pointed out that for many companies, and especially small and midsize companies, hiring a full time employee just to manage their marketing automation platform is simply out of the question. This results in waste – even though the company had invested in the tool, it’s not really using it.
Today I’d like to continue my argument in favor of a paradigm shift in marketing automation. Instead of creating complex, difficult to use marketing automation systems, we need marketing automation platforms that allow organizations of all sizes and expertise levels to enjoy the many benefits of marketing automation.
We need a marketing automation solution designed to meet the needs of companies that do not have the resources or time to utilize bloated platforms. We need a solution that enables non-technical marketing staff to use it, easily visualizing, building and monitoring marketing campaigns.
The idea is to have a marketing automation platform that enables staff with all levels of technical expertise to build, manage and monitor complex campaigns without sacrificing campaign flexibility or effectiveness – and without requiring advanced technical skills or large amounts of time. I also believe that marketing staff needs the ability to adapt campaigns on the fly, as well as compare the effectiveness across campaigns, messages and audiences – instantly.
The days of the impossible-to-understand marketing automation platforms are over. Customers now demand an easy to implement solution that would enable them to realize the true value and return on their investment. They want a solution that can be quickly implemented, allowing marketing staff to be up and running with their first campaign within days, not weeks.
Customers today also demand a simplified user interface and well-developed applications, allowing them to focus on building better marketing campaigns, instead of struggling to understand the software.
Does your current marketing automation platform offer all that?