Over the past several months I've been thinking a lot about changes I've seen in the marketing automation space, primarily about purchaser buyer behavior. Money has been pouring into the space and marketers are buying, buying, buying - which is great news. With the influx of capital there's been a marked increase in demand, but with this interested, I've noticed an alarming trend. Decisions about purchasing a marketing automation solution are being pushed to the bottom of the organization. At most companies, marketers at this level are focused on execution. They're worried about landing pages, emails, and day to day execution. What's missing from the discussion when this happens is process. While landing pages and email creation are important factors to consider, the reality is that implementing a marketing automation solution is about managing a business process, namely how leads enter and move through your marketing funnel. This is the #1 reason for purchasing a MA solution. Don't get me wrong, usability, landing pages, emails, etc are important to consider, but if a solution can't meet your business objective, then they just become a waste of time and money.
With this in mind we've actually re-launched the Manticore Technology blog with the name Funnel Focus. In doing I hope to double-down our efforts in delivering valuable information and insights to help B2B marketers effectively generate demand through a systematic approach to marketing.