The Problem: Approximately 25% of B2B companies in the Fortune 500 currently use marketing automation systems, according to ClickZ, and in turn, are seeing improved campaign and sales results. However, other companies that operate in more complex ecosystems, such as channels, are struggling to take advantage of these tools.
The Solution: Marketing Advocate is striving to improve demand generation for organizations that operate in the channel. With its Through-Partner Marketing Automation (TPMA) solution, the company is helping vendors, manufacturers, brands and associations extend omnichannel marketing, lead management, lead scoring, analytics and more to partners and resellers.
Organizations also can implement nurture and multi-touch campaigns through a single system, as well as email campaigns and microsites to accelerate pipeline activity. Users can create and share daily or weekly reports that dive into directional data and insight on campaign effectiveness. Several leading channel businesses currently are leveraging Marketing Advocate, including HP, IBM, Juniper Networks, Microsoft and NetApp.
The Perks: In addition to the TPMA platform, Marketing Advocate customers have access to ongoing services and support. For example, Marketing Advocate provides client enablement to get campaigns up and running, expert services to review campaign results, and support to ensure efficient lead delivery across the channel.