Making the Grade in Marketing Automation

Most schools across the Northern Hemisphere are letting out for the summer.  But when it comes to planning for and implementing Marketing Automation, some life science organizations might be prepared for year-round enrollment!

Marketo’s Definitive Guide to Marketing Automation defines marketing automation as a system that “streamlines, automates, and measures marketing tasks and workflows … so companies … can increase operational efficiency and grow revenue faster.” To those who ask “How?” marketing automation enables such outcomes, Newfangled COO Christopher Butler responds: “…by scoring, profiling, and prioritizing leads and then automating programs that nurture those leads based on buying stage. It’s far more data-reliant and rigorous than any system you might administer manually, and it leverages the efficiencies gained by automating marketing activities to increase actual sales while reducing cost per lead. Good for marketing. Good for sales.”

While marketing automation may be a hot new tool in life science marketing, savvy organizations will take the time to consider how they can get the most benefit before making an investment in precious time and resources. And that starts with an academic look at the attitudes, skills and resources necessary to implement a successful marketing automation program.