Marketo launches eBook ‘The Definitive Guide to Marketing Automation’

Published on : Monday, February 18, 2013

MarketoMarketo, the specialist provider of cloud-based marketing automation software,
which operates its European headquarters in Dublin, has launched its 100-page
Definitive Guide to Marketing Automation. The comprehensive new eBook
explains what marketing automation is and why it is becoming a ‘must-have
technology,’ and offers expert advice, tips, and worksheets for how companies
of all sizes can align their people, processes, and content to achieve maximum
success with the technology.

Marketing automation is the technology that allows companies to streamline,
automate, and measure marketing tasks and workflows so they can increase
operational efficiency and grow revenue faster.

“Buyers today are using the abundance of online and offline information available
to seize control of the purchasing process,” said Jon Miller, vice president
of marketing at Marketo and author of the Definitive Guide to Marketing
Automation. “This requires companies to fundamentally change how they
engage with prospects and customers, nurturing relationships with each one over
time. This is simply not possible at scale without technology, and that’s why
marketing automation is becoming a ‘must-have’ for companies of all sizes. We
created the ‘Definitive Guide to Marketing Automation’ to provide a single,
comprehensive resource for any company that is thinking about investing in this
transformational technology.”

In a recent blog post, Lori Wizdo, principal analyst at Forrester Research,
explained the value of the technology, as well as the process and operation
challenges that companies must face to use it well. “Marketing automation can
transform a company’s marketing operations. These solutions deliver scalability,
root out excess cost, improve marketing execution, and provide the basis for
continuous incremental process improvement. Still many marketing execs hold
back on investing in marketing automation. They fear the concurrent assimilation
of new tactics, processes, and automation will unduly stress their marketing
organization. But, the transformation is necessary, and the stress unavoidable.
Marketing execs need to proactively address the ‘people part’ of their lead-to-
revenue transformation.”

Marketo’s Definitive Guide to Marketing Automation is designed to assuage
these fears. It answers the question “what is marketing automation,” shows
companies how to build a business case and select the right system, and explains

what investments and organizational changes are required for success. The guide
is also packed with worksheets used to discern whether companies are ready for
marketing automation, and how it will help increase revenue and attain business


Source:- Marketo

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