Curated Content • 2 years ago
Five Minutes With: Andy MacMillan, CEO of Act-On Software. What are your biggest opportunities & challenges in marketing tech for the next 12-24 months?
There are two very large opportunities in marketing tech in the near future. One is to expand the reach and impact of the CMO in B2B companies through bringing funnel-based engagement strategies into new areas of the company, such as brand or stakeholder management and in-customer success.
Second, we believe many of the scoring, targeting Account Based Marketing , and other powerful, yet hard-to-consume, technologies will start to integrate with and be part of marketing automation solutions, making it much easier for marketers to implement and use these capabilities. As far as challenges, we continue to see customers struggle with unbalanced, inbound-only strategies that depend on an incredible amount of in-house content creation to be successful.
While inbound is hugely important in your marketing strategy, different campaigns and different aspects of a business often require a variety of techniques to be successful. We also see consolidation continuing to be both an opportunity and challenge in our market for our customers.
What keeps your clients up at night? Ensuring they stay flexible and relevant in their marketing efforts.