SiriusDecisions Marketplace

Marketing Automation Platforms

Marketing Automation Platforms

Marketing automation platforms have three primary layers of functionality: campaign management, lead management and platform management. By automating core marketing processes for reputation building, demand creation, sales enablement and customer lifecycle management, MAPs are an essential tool in a marketing application toolkit. To help organizations manage complex organizational structures, evolving roles and responsibilities, and the interconnections between multiple marketing and sales technologies, a MAP typically serves as the system of record for prospect and customer behavior with integration to other marketing and sales systems, such as Web content management and sales force automation, as part of its platform management functionality. Integration with other systems, such as event management, video management and digital advertising, reinforces the value of marketing automation as the system of record for digital behavior for prospects and customers. Campaign management functionality within a MAP system includes features such as segmentation and automated programs (including email, landing pages and forms). Scoring, lead routing and revenue reporting are included in the lead management functionality. Show less...

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