Wednesday's Tweet Jam featured a who's who of product marketing directors, analysts and digital marketers who came together to discuss the merits, challenges and opportunities of marketing automation platforms and the ways they can impact and influence web experiences. With 123 participants Tweeting over 783 Tweets, this may have been one of our most popular #CXMChats to date. Let's a take a look at what went down.
Top 3 Marketing Functions
Marketing automation platforms (MAP) do a lot. From marketing analytics to lead nurturing, campaign management to social media integration, landing page performance, segmentation and multivariate testing, among others. Still, when it comes down to it, our panelists acknowledged that most companies only recognize MAP for its email marketing capabilities. But they were unforgiving, noting that any one who thinks MAP is only good for email marketing, is doing it wrong.
We Don't Need No Stinkin' Silos
We assumed that where there was a marketing automation platform, there'd be silos. Not every one agreed with us. Any issues with data were not because they were siloed, but because they were centralized, which made it hard to know who owned the data. As well, centralized data often creates inconsistencies making it hard to improve customer experience across platforms and channels. However, some admitted if silos existed, it was due to poor organizational strategy or oversight within the platform.
Customer Experiences Do Not Begin or End with Landing Pages
While there are many similarities and redundancies between MAP and WEM platforms, the panelists seem to think that if you look deeper, there are more differences between the two. Which is not to say that it can't be better than it is today. However, in order to leverage the strengths of each platform, organizations need to work smarter and better understand what they can offer. Yet it wasn't entirely clear which comes first, MAP or WEM, although it was suggested that you need not choose just one, but instead build a 3-legged stool by adding CRM to the infrastructure.
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