Confession: I Am a Marketing Automation Fanboy

OK, after all that mid-life crisis talk about moving beyond marketing, here I am with a marketing automation post. Oh well. David Raab gave me a sneak peek at his new marketing automation study and subsequent tool. Initially, I was hesitant to write about what David shared with me since I don’t pimp, and I just made a big, melodramatic case for The Funnelholic to move beyond marketing. But I decided, what the hell? I am who I am, so bring the marketing automation tool on!

Truth be told, I am an unabashed fanboy of marketing automation. I am also an unabashed fanboy of the word “fanboy.” I primarily use it as an insult, so note my self-deprecating sense of humor remains intact. I love the concept of marketing automation. Marketing automation is the bomb. (For all my older readers, that is a good thing.)

We just asked a question on the benefits of marketing automation on Focus. There is great stuff there, but for me it’s pretty simple: Every part of the organization has an automated platform to run on and to optimize their business. Finance, sales, supply chain, HR – everyone but marketing. Frankly it was embarrassing. Yes, there are flaws with marketing automation, but there are flaws with ERP and CRM systems. This is about having a platform to manage, organize and measure. You may think this is backward, but failed marketing automation implementations are good for the business. It has spawned guys like Carlos Hidalgo, who is focused on helping marketing organizations lay the groundwork for a process that happens to be managed by marketing automation. That is good for the marketing department.

In my job leading the Focus Experts Network, I am meeting a lot of independent analysts. Technology guys like Michael Krigsman, Richard Stiennon, Bob Egan are go-to thought leaders for end users and vendors who need to understand their respective technology landscapes. Marketing automation doesn’t have many of these folks, but David Raab is one of them. David, along with Adam Needles and Carlos Hidalgo, wrote the awesome Focus Definitive Guide to Marketing Automation, and when we needed an Expert to talk about making the marketing automation decision in an upcoming webinar, we chose David. Most marketers I talk to know they need something if they don’t have it. The next step will be to figure out the right fit for their organization, as there are a lot of vendors. And for that, I think David’s vendor selection application is a must-have for buyers in the consideration phase, and the price makes it a no-brainer.

Because, yes, I want you to buy marketing automation. Full disclosure: It does nothing for me. Seriously, I own no stock, nor am I an analyst, nor does Focus benefit at all. I want this for you, not for me. That, my friends, is what fanboys do. Viva marketing automation!

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter

  • http://digitalbodylanguage.blogspot.com Steve Woods

    Craig,
    great to have you as an industry “fanboy” – or more like a “superfan”, I would say – which is slightly less derogatory, but no less passionate…
    :)

    Steve

  • http://www.salesdujour.com Gary S. Hart

    The Definitive Guide to Marketing Automation did not provide information about offline campaigns. My impression is the platforms are exclusive to online campaigns. Is that right?

    Do any of the vendors have plans for all-in-one Sales/CRM Marketing Automation platforms? The descriptions of integration with existing CRMs gave a here’s-a-road-map-and-flashlight impression. It seems to me, the vendors that make integration painless will be the big winners even if they’re not the buyer’s best choice for fit.

  • http://www.rockannandgorup.com/blog Henry Bruce

    In the college hockey forum I sometimes comment on, I was called a fanboy by someone less than half my age. It was humbling, but I actually liked it after I got over the initial shock. In the 90′s we had a different expression for someone who is overly passionate. We would say they had “happy ears” on. Keep up the irreverancy. It suits you well ;)