Choosing the Right Marketing Automation Platform: A SME Success Story

Mariana Romero-Palma ()

Chapter 24 in B2B Marketing, 2021, pp 559-578 from Springer

Abstract: 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.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_24

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