"The marketers who use third-generation marketing automation are those who are ready to accept the challenges of the mobile era and transform them into a strength. Their strategies should include:
Capturing every marketing touchpoint: This means businesses knowing when prospects visited their website, seen them at a trade show, clicked on a display ad, etc. Achieving such compete tracking requires a marketing automation tool that can track activities such as email blasts, content downloads, demo requests and website visits. Advanced automation can also capture details on how visitors got to the site (i.e. paid search, organic, direct, etc.). Marketing automation is excellent for capturing online conversions, but for complete tracking businesses will also need call tracking software that enables the tracking of offline conversions from both online and offline marketing campaigns.
Enroll prospects in Salesforce campaigns: After gaining the ability to track every marketing touch, businesses then must make sure to record each touch in a common location. The overwhelmingly popular way to do this is with Salesforce campaigns.
Turn all of this data into quantified results: Once they’re tracking all marketing touchpoints, businesses need to turn all of this hard data into digestible numbers. It’s important to gain insights into which campaigns are truly pushing deals past the goal line."
MarTech requires constant optimization to continually squeeze ever improving performance.