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FEATURE INTEGRATED SYSTEMS FOR MARKETING & CUSTOMER MANAGEMENT


Automate to accumulate


Once, marketing automation solutions were the preserve of a few consumer-focused specialist vendors – but as technology has advanced, the number of players has dramtically increased, bringing high end marketing automation within the reach of an increasing number of businesses, finds James Lawson.


O


nce the preserve of a few consumer- focused specialists, marketing automation is now bursting with B2B and B2C vendors. Brimming with


innovation, marketing software is becoming an essential purchase in order to market to the digital multichannel world. With TFM&A 2012 around the corner, we consider the impact of recent major acquisitions in this space and where vendors will be focusing their development efforts this year.


CONTINUAL EVOLUTION “Marketing automation has only recently established itself as a separate marketplace rather


32 February 2012 “Marketing


automation has only recently established itself as a separate marketplace rather than just one end of the CRM market.” Simon Davis, Managing Director, Atrium


than just one end of the CRM market,” says Simon Davis, Managing Director of Atrium. “Despite the worries over the global economy,


we’re seeing strong demand from existing Market Developer customers and have plenty of new business interest.”


Marketing automation and campaign management started out in direct mail and telemarketing list management, but is now as much, or more, about handling and integrating digital channels. Email marketing apps have become ubiquitous, while the arrival of B2B demand generation products has added a distinctly different strand. Delivered via SaaS and majoring on email marketing, web tracking and simple lead scoring, B2B tools generally bolt straight onto an existing CRM system and work with its customer data.


www.dmarket.co.uk


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