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Whether you’re an existing user of marketing automation or you’re preparing to invest for the first time, the rush of acquisitions in the sector can be disruptive to your technology decision-making. For those yet to invest, it can cloud the solutions in uncertainty. While existing users of one vendor have the disruption of suddenly finding themselves customers of a different company entirely. And if you’re an Eloqua user that isn’t happy about becoming an Oracle customer, then it means you’re back into the market for a new solution. But the recent spate of activity is entirely reshaping the marketing automation landscape.
Marketing automation is hugely beneficial, but only if it is being utilised effectively. In my experience, many of the offerings on the market have so many bells and whistles that it becomes difficult to know how best to configure to meet your needs. There are also big price differences between many of the products on the market, so it pays to shop around.