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Choosing the Right Marketing Automation Platform: A SME Success Story

In: B2B Marketing

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  • Mariana Romero-Palma

Abstract

Marketing automation can serve as a central docking station that brings together other important marketing technologies (MarTech), which according to research amount to about 8000 solutions as of 2020 ( https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/ . Accessed May 18, 2020). This and the fact that the decision-making processes for technology investments within B2B organizations are driven by cross-functional stakeholders, makes choosing the right marketing automation platform an endeavor that involves a great deal of alignment efforts and probably a redefinition of the role of marketing within the organization. This case study shows how a medium-sized enterprise successfully deployed that essential process for building the basis for a sustainable MarTech stack infrastructure as part of the journey toward predictive profit marketing.

Suggested Citation

  • Mariana Romero-Palma, 2021. "Choosing the Right Marketing Automation Platform: A SME Success Story," Management for Professionals, in: Uwe G. Seebacher (ed.), B2B Marketing, edition 1, chapter 24, pages 559-578, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-54292-4_24
    DOI: 10.1007/978-3-030-54292-4_24
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