Jon Miller, Marketo

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Workforce Development October 22, 2008

Undo the Catch-22: Why manufacturers need marketing automation

Getting budget approved for marketing automation is tough because executives normally don't want to invest more in a department they perceive to be a cost center. But as tradeshows and mass advertising lose their effectiveness, marketers must put dollars into technology that will drive more results. The trick is to fund the project out of the existing marketing budget—bypassing a lengthy approval process—to demonstrate results that justify continued investment.

By Jon Miller, Marketo
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