Automation.  By definition, the word means an "automatically controlled operation of an apparatus, process, or system by mechanical or electronic devices that take the place of human labor." It's easy to see how this works if your goal is to automate something routine, manufacturing a product let's say, or if you're adding muscle to manual labor. But, when the end result is trying to get fickle human beings to engage and buy a product or service, the complexity of the automation process increases.

In the world of marketing, technology has driven a wave of automation.  It touches everything from the ability to create and produce graphics, to updating websites through content management systems and distributing emails to targeted lists at the click of a 'send' button.  In this mix, 'marketing automation' has taken on the task of generating and nurturing leads. Systems are designed to help target prospects, score their potential, email and drive them to content on a company's website where they can get more information. These leads can then be passed on to the sales force (automatically) for personal follow up.  

David Appelbaum, Chief Marketing Officer of Act-On Software, joined the Go To Market Show to discuss his company's offering in the marketing automation space.  David has the perfect background to talk about automation.  He's been a consultant and senior marketing and sales executive at Saleforce.com, Oracle, and Autonomy, just to name a few.  He says the beauty of Act-On is that they've focused on making the system easy to use, so marketers can get up and running quickly.  

"Most systems have a boatload of features. The problem is getting marketers to use them and use them effectively," Appelbaum said. He believes that feature overload actually inhibits companies from moving their marketing automation initiatives forward. The fact that only 10% of companies are using marketing automation to any extent, according to Sirius Decisions, and only 20% of those companies are using it to its full capacity, says something about the environment.

Appelbaum says Act-On has attacked this challenge head on.  "We aim for usability.  What are the critical features that a marketer needs everyday to make sure they are driving revenue, driving the right type of leads and then being able to report on those leads effectively."

With the right tools in place, companies can start to focus attention on telling their story.  In our experience at Salva O'Renick, this story works best when it centers on delivering both a clear point-of-view to the marketplace and solid proof-of-value.  This perspective can be used to drive business by building reputation, triggering conversation and advancing engagement over time with targeted prospects and customers.  It's a process that involves both marketing and sales working together.  And one that can benefit tremendously from a well-designed lead generation and nurturing program driven by marketing automation.

Act-On is a good solution to build on.  And it's pricing strategy ($500 a month with no contracts - and the ability to actively target up to 5,000 prospects) is a good entry point that provides solid value in the competitive marketing automation space.   

Appelbaum believes Act-On is built for success. "The key for us is driving sales for our customers, and helping them get the maximum value out of their investment," Appelbaum said. "Plus making it easy to get started." When the goal is to automate interaction in the complex dynamic of sales, at least having a system that is easy to use is certainly a welcome approach.    

For more information visit Act-On online.