Last week we had a couple of in-depth conversations with the CMO of a very large technology company and discussed their challenges to generate inbound leads using marketing automation. After the evaluation of their current situation I was not at all surprised when he asked: “Do you know of ANY organization where marketing automation REALLY delivers?”
We all know that summer is the period when seemingly everyone is on holiday but, just because your potential customers are away, it doesn’t mean they have gone incommunicado.
Email traffic within the business sphere may lessen during summer but latest research shows that 90% of executives will keep on using their social media channels whilst on holiday. It’s as though such channels are considered acceptable during the holiday period, whereas replying to emails is considered by family members as ‘working.’
Over the last years a significant number of marketing technology companies have occupied the “Martech” space. The popular name for the rising stars in the group are “unicorns” (a company created less than 25 years ago and with a valuation of more than $1 billion). There are currently 29 “unicorns” and the number keeps growing. That’s really amazing when you think about it.