Please be aware that some capabilities are considered more powerful, and may not be sighted in all marketing automation platforms (marked with **). For advanced explorers, this field guide also indicates which capabilities are typically found (and not found) in CRM solutions and email service providers ( ESP).
Infographic by: blog.marketo.com/World-Of-Marketing-Automation
The first stop on your journey is Digital Marketasia! Kick your feet back and learn all about email marketing, often most important online marketing channel. Email is even landing pages and forms.
Republic Of Lead Management
Next, get ready for the Republic of lead management. A real crowed pleaser. Take in the sights and get ready for a deep dive into what cab be considered the bread and butter of marketing automation! you will be pleased to find out the most vendors provide at least some level of lead management functionality.
And now get excited for a detour to the land of CRMica, where you can relax near the crystal clear coast of integration. Rest assured because the ability to integrate with your CRM system is an essential marketing automation capability. This can go beyond basic passing of lead data to enable completely integrated workflows across every stage of the customer life-cycle.
United States Of Lead Generation
Now that you are all rested up from your stop at CRMica, get ready for the United States of Lead Generation. This is a real crowed pleaser. You'll want the ability to run marketing programs that fill your funnel with new leads. Get excited about all the new techniques you can use ranging from online and offline events (trade-shows, webinars, etc.) to search engine marketing (organic and pay-per-click) to content marketing and social initiatives. but no matter how your company generates leads, a key capability is to run the programs without lots of manual time and labor.
If you thought the United States of Lead Generation was a hoot, get ready for social marketania! marketing automation vendors have been adding social functionality for the last few years. You will delight in features like social sharing and social promotions. But remember, each vendor offers a different set of functionality so take the time to understand what your vendor provides.