Marketing automation software was relatively unheard of and no one knew what it was about not too long ago. This is now the not new market for the CRM industry. The Vendors Genius, Marketo, and Eloqua are now reaping the benefits of the marketing automation software industry. They are aggressive players and they have a good tailwind at their back.

The world wide web is changing the ways businesses do business. The challenge of B2B sales increasing with the new trends and companies must find new ways to sell their products. You find that the new trends change the way business buyers purchase and it makes marketing automation software an essential tool for business.

These trends are increasing the need for businesses to move toward buying and adopting marketing automation software.

Buyers want information and they want valuable content information.

Traditional marketing just doesn’t work and using brochures or pamphlets with very little informative information doesn’t work. They expect the seller to provides some real value in the form of content throughout the business sales cycle. They want to be educated on the value of the product or service. To maintain value to the buyer, the seller is using marketing automation to stream content of educational value to the buyer.

Engaging the buyer on the phone is becoming increasingly difficult.

The declining level of sales professionals being able to engage with buyers is becoming increasingly difficult. The buyer is always faced with many business priorities and they may not be prepared or ready for a new purchase and the resulting sales pitch. Businesses are increasingly hesitant in making new purchases in a bad economy and poor economic and political outlook for business. The trend is away from the phone and email on the web. The result for a seller is delivering the right content to a buyer in need to build the relationship for when they are ready to talk about making purchases.

Consumerization of the sales process.

What this means is that business purchase processes have become more like consumer purchased that people make in their private lives. Buyers don’t necessarily want to deal with sales and the pitch every time they want information and marketing automation software provides the self service aspect of seller-buyer interaction. The desire of the buyer is to be provided with coherent information, simplified pricing and fast execution when they are ready to buy.

The need for marketing accountability.

Marketing automation software sophisticated analytics and reporting abilities aids the marketing department in defining the goal and contribution to the business organization. This is more desirable than traditional marketing ROI which was difficult to measure positioning, collateral and brand building.

Adverse economic conditions creates a longer sales cycle.

Bad economic conditions create a situation where buyers are not inclined to purchase. Even where there is a clear solution with real ROI budget constraints create hesitation by the buyer. Marketing automation tools support drip marketing campaigns and builds the relationship for the longer sales process.

The marketing channels have changed.
Communications have changed dramatically with the entry of the World Wide Web. This means that companies have to change their traditional marketing programs and techniques. Creating multiple channels of marketing campaigns to reach customers wherever they are on the World Wide Web.

SaaS systems are paving the way as the preferred marketing automation method.

A high number of relatively new entrants in the marketing automation market are building on a modern, software as a service (SaaS) architecture. Deploying this method enables users to get up to speed and run faster than with traditional on-premises models. A marketing team can easily get acceptance of this model in their budget with subscription pricing as opposed to a large capital expenditure.

There is more information available on marketing automation software growth at the original blog post on Software Advice at http://www.softwareadvice.com/articles/crm/tailwinds-for-marketing-automation-software-1101810/.

Technorati Tags: , , , , , , ,

Tagged with: • • • • • • •

Filed under: Marketing Automation

Like this post? Subscribe to my RSS feed and get loads more!