Ascend Marketing has recently been featured in MarTechExec. The article by Lisa Callahan outlines marketing automation benefits, challenges and trends and how to get your own program started.
Our Managing Director, Rich Herbst, shared his advice on aligning technology and strategy:
“Marketing automation is evolving rapidly, and we are now starting to see how new technologies will bring about a complete transformation of the marketing field. Smart marketers can now move beyond basic automation to more refined strategies that optimize the customer's total experience, which means a more efficient and personalized experience for customers and a more cost-effective approach for sellers.
Marketing automation is not without risks, and there are definite traps to avoid. Some companies try to chase technology without ensuring that their marketing strategies and marketing teams are equipped to deal with it well. This invites failure.
Data quality is also a trap. If the data are bad, the marketing won't be effective. As martech-enabled strategies are put in motion, a more complex process for creative and content management ensues.”
If you’d like to read the full article with Rich’s insights, please click here.