The CXO Guide: Marketing Automation – Realizing its Full Potential
Summary
According to Gartner, over 80 percent of organizations today expect to compete primarily on the basis of customer experience (CX). A recent Forrester study found that experience-led companies have 1.6x higher brand awareness, 1.5x higher employee satisfaction and 1.9x higher average order value. Clearly, being CX-focused produces results. If CX is the currency of today, marketing automation is where it’s minted.
In a Smart Insights & CommuniGator study, “improved user experience and communication relevance” was found to be the main benefit of marketing automation. Companies need real-time information coupled with powerful insights, and the tools to help them act on it, to deliver exemplary CX. By generating qualified leads, improving message targeting and nurturing prospects with personalized content at scale, marketing automation platforms and tools (MAPs) enable winning CX strategies.
