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In the 1980s and 90s, not long after the advent of fax and email made their way into the business world, everyone asked themselves how they were able to live without these work tools. In 2015, we ask ourselves the same question but in place of email or fax, it’s marketing automation.

For over two years, our company has been using marketing automation technology, working with Act-On, a product based out of San Francisco. We use marketing automation in order to drive and measure our inbound marketing activities, lead generation, and support our CRM system. Needless to say, the ROI that was gained by implementing marketing automation into our daily work processes and campaigns proved worthy enough that we decided to adopt it as another key offering in our digital marketing services.

Today, we’re happy to announce our formal partnership with Act-On, in order to support the growing SMBs and enterprise accounts that make up our global B2B client base in Israel.

Marketing automation offers a wealth of short and long-term benefits. In our previous blog post,“Marketing Automation Fear? The Answer is Here”, we outlined some of these points.  Time and time again, we see that the main benefit behind the technology is that it enables businesses to streamline their lead generation and sales processes at every stage of the marketing and sales funnel.

Act-On is not the only game in town. As a marketing service company, we are vendor agnostic – and work with Marketo, Pardot, and Hubspot as well. But for many of our clients, Act-On provides a great mix of features, price point, simplicity and support. Beyond that, it seems that having an open dialogue with their customers is a fundamental aspect of their business.

Marketing automation allows you to easily deliver customized content to your leads and customers based on their digital footprints. Through continual measurement, optimization and segmentation, businesses can identify, qualify and nurture their sales and marketing qualified leads in a scalable and highly effective method. As a result, management can determine the direct effectiveness of their marketing budget ROI, while attributing marketing’s contribution to sales – not a trivial feat in the least.

Let’s be fair: When you compare the technological advancement that it took to send a piece of paper via a telephonic fax machine, marketing automation sounds like a piece of cake. That said, as the digital landscape changes rapidly, there’s a great deal to consider in order to stay ahead of the game. Marketing automation is not just another trend in passing; it represents the basis to how businesses are changing their approach to their marketing and sales programs and their overall communication with their customers.

To learn more on marketing automation, download our marketing automation paper.