CleverTouch Launches Marketing Automation Guide For Marketers

- Impartial guide advises marketers on how to choose and deploy the right Marketing Automation platform

CleverTouch, Europe’s leading consultancy on Marketing Automation (MA), has pulled together its knowledge of the industry into a definitive guide on the benefits of deploying MA and how to choose the right platform.

First adopted by technology companies, MA has now permeated into many other sectors including publishing, financial services, business services and manufacturing. However, the term still comes across to most as confusing; despite MA vendors trying to carve out new positioning. 

CleverTouch’s Group MD, Adam Sharp, explains how this lack of clarity and understanding lead the company to create the guide. “In our experience customers have identified that the way they currently use email marketing is not driving the results they’d like to see.”

Unlike email, MA has the benefit of being able to track behaviour over time and record the engagement and then automate the subsequent next action. It can remember campaigns, assets, workflows, opt-outs, unsubscribes, and preferences. 

Adam adds that “whilst CleverTouch’s core business is helping organisations optimise their existing marketing automation investment; we are increasingly being asked to assist clients in choosing the right platform for them as the rich functionality can actually be confusing to potential users. However, with practical experience spanning eight different MA platforms and having assisted well over 100 organisations deploy MA effectively we are one of the very few organisations globally in a position to offer genuine independent advice.”

Studies have shown that organisations that invest in MA and execute it properly are at a major advantage to those who don’t. Hence why, marketing automation is currently the most talked about sector in the CRM space, with 40 per cent year on year growth.

The definitive guide to the benefits of marketing automation can be viewed here: http://www.clever-touch.com/en/blog/wp-content/uploads/2013/10/Marketing-Automation-the-definitive-guide.pdf