Marketo white paper: graduating from email marketing to marketing automation
Businesses began to use email marketing in the mid-90s. Today, it is one of the most powerful tools in any B2B marketer’s toolbox. Compared with traditional marketing strategies such as direct mail, print advertising, or trade shows, email marketing costs less and drives a higher return. It is also easier to measure success than with offline strategies, so the return can be easily tracked.
Not surprisingly, all of this has made email marketing a crucial tool for small businesses. Simple email marketing is particularly effective for immediate purchases. However, when the purchase of a product or service requires a lot of research and involves a longer decision-making process, simple email campaigns are less effective.
Implementing a marketing automation platform can dramatically increase the effectiveness of the email marketing strategy you already have in place…
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