Marketing automation technology has become a big topic over the last few years. There has been an explosion of new tools on the market, addressing different channels that were previously unmanageable. Along with this, large vendors like Oracle, Salesforce, and Microsoft are starting to buy up the smaller players, resulting in a lot of confusion and change in the industry.
Consequently, CMOs have taken more ownership over technology budgets, leading to a lot of debate over the future of corporate technology spending. Back in June of 2013, Forrester Research identified the need for marketers to own their own technology strategy, including:
Build a road map of technology must-haves.
Determine the role of the marketer in making vendor selections.
Develop the technology skills appropriate to your company’s needs
All this requires expertise, and that’s where Ashley Stepien steps in. In this brief, three-question interview, Ashley talks a bit about what is happening to the marketing technology market, and what platforms are gaining maturity. Ashley also gives some advice on how businesses should think about segmenting their customers for online marketing.
The first step in building a marketing automation strategy is to start asking questions. Good questions will lead to good decisions, and Ashley is here to help.