COVID-19 Geopolitical Chaos Highlights the Importance of Marketing Automation Solutions, 2020

COVID-19 Geopolitical Chaos Highlights the Importance of Marketing Automation Solutions, 2020

Transformational Growth will Result as the Way We Communicate Fundamentally Changes

RELEASE DATE
24-Nov-2020
REGION
North America
Research Code: K508-01-00-00-00
SKU: IT04229-NA-MT_24967
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Description

The COVID-19 pandemic changed the way businesses run and how people communicate. Digital is king, and with the social distancing and lockdown rules in place, businesses must invest in digital solutions that enable remote working and automate business processes such as marketing and sales. Without these adjustments, businesses will lose out on connecting to the target audience that digital channels reach.

A marketing automation solution (MAS) comprises platforms that automate marketing and sales activities to drive revenue growth and empower organizations to make data-driven decisions on both online and offline channels. An MAS includes the following 4 functions: lead management, sales enablement, campaign management, and marketing analytics and measurement. MASs either integrate with third-party customer relationship management (CRM) systems or have native CRMs built in. MASs create campaigns and workflows for social media, email marketing, and websites. MAS use is increasing globally, but companies still face some internal challenges. Organizations are still concerned with security, how effective an MAS will be, the investment decision versus hiring more labor, and the fit that a MAS will have in their IT infrastructure.

Understanding the customer journey and discovering how marketing impacts the bottom line revenue of a closed deal has been more of a buckshot approach. Most organizations focus on the first and last touchpoint and attribute the success of a qualified lead and closed deal to these marketing actions. However, this practice is changing with the abilities of revenue attribution solutions that can feed data and show marketers where in the customer journey their marketing efforts are the most effective.

Author: Melody Siefken

RESEARCH: INFOGRAPHIC

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Table of Contents

Why is it Increasingly Difficult to Grow?

The Strategic Imperative 8™

The Impact of the Top Three Strategic Imperatives on the Marketing Automation Solutions Industry

Growth Opportunities Fuel the Growth Pipeline Engine™

Scope of Analysis

Market Segmentation

Key Competitors

Key Growth Metrics

Growth Drivers

Growth Drivers Analysis

Growth Restraints

Growth Restraints Analysis

Growth Restraints Analysis (continued)

Forecast Assumptions

Revenue Forecast

Revenue Forecast by Segment

Market Share by Segment

Revenue Forecast by Region

Revenue Forecast Analysis

Revenue Forecast Analysis (continued)

Revenue Forecast Analysis (continued)

Revenue Forecast Analysis (continued)

Pricing Trends Analysis

Competitive Environment

Market Share

Market Share Analysis

Market Share Analysis (continued)

Market Share Analysis (continued)

Market Share Analysis (continued)

SWOT Analysis

SWOT Analysis (continued)

Key Growth Metrics

Key Findings

Revenue Forecast

Revenue Forecast by Region

Revenue Forecast Analysis

Revenue Forecast Analysis (continued)

Revenue Forecast Analysis (continued)

Revenue Forecast Analysis (continued)

Market Share

Key Growth Metrics

Key Findings

Key Findings (continued)

Revenue Forecast

Revenue Forecast by Region

Revenue Forecast Analysis

Revenue Forecast Analysis (continued)

Revenue Forecast Analysis (continued)

Revenue Forecast Analysis (continued)

Revenue Forecast Analysis (continued)

Revenue Share

Growth Opportunity 1: Revenue Attribution Solutions

Growth Opportunity 1: Revenue Attribution Solutions (continued)

Growth Opportunity 2: Marketing Automation for Manufacturing

Growth Opportunity 2: Marketing Automation for Manufacturing (continued)

Growth Opportunity 3: Chatbots and Machine Learning in Marketing Automation

Growth Opportunity 3: Chatbots and Machine Learning in Marketing Automation (continued)

Your Next Steps

Why Frost, Why Now?

List of Exhibits

Legal Disclaimer

The COVID-19 pandemic changed the way businesses run and how people communicate. Digital is king, and with the social distancing and lockdown rules in place, businesses must invest in digital solutions that enable remote working and automate business processes such as marketing and sales. Without these adjustments, businesses will lose out on connecting to the target audience that digital channels reach. A marketing automation solution (MAS) comprises platforms that automate marketing and sales activities to drive revenue growth and empower organizations to make data-driven decisions on both online and offline channels. An MAS includes the following 4 functions: lead management, sales enablement, campaign management, and marketing analytics and measurement. MASs either integrate with third-party customer relationship management (CRM) systems or have native CRMs built in. MASs create campaigns and workflows for social media, email marketing, and websites. MAS use is increasing globally, but companies still face some internal challenges. Organizations are still concerned with security, how effective an MAS will be, the investment decision versus hiring more labor, and the fit that a MAS will have in their IT infrastructure. Understanding the customer journey and discovering how marketing impacts the bottom line revenue of a closed deal has been more of a buckshot approach. Most organizations focus on the first and last touchpoint and attribute the success of a qualified lead and closed deal to these marketing actions. However, this practice is changing with the abilities of revenue attribution solutions that can feed data and show marketers where in the customer journey their marketing efforts are the most effective. Author: Melody Siefken
More Information
No Index No
Podcast No
Author Melody Siefken
Industries Information Technology
WIP Number K508-01-00-00-00
Is Prebook No
GPS Codes 9523-D1,9705-C1,9A3C-D1,9A3D-D1