Marketing and IT are moving closer and closer in this current era of digital marketing. The amount of IT systems a marketer has to work with has grown exponentially. This also means the job of a marketer involves more and more close collaboration with the IT department. In this blog I’d like to share a bit of my experience as marketing automation expert for Kaseya and hopefully interest more people in joining the marketing automation movement.
Marketing automation leverages IT systems for marketing efforts in a similar way as Kaseya does for IT systems management. The idea is to automate process with the goal of reducing the manual efforts required to run marketing campaigns. There are many levels at which this can be achieved and I am proud to say that here at Kaseya, we have made immense steps over the past years in achieving higher levels of marketing automation.
It seems like ages ago (but actually isn’t) that marketing methodology was to send out manually printed batches of letters. Nowadays we have completely automated our marketing efforts. A good example of this is that we at Kaseya are constantly nurturing our customer database in our Netsuite CRM system (yes there is the first bit of cloud based IT) with our marketing automation solution, Marketo (and there is another one). Some of these marketing activities involve inviting customers for online webinars (another cloud based IT solution) or promoting the fact that we have a free cloud trial of our products available. I think that an important point to make here is that we believe that the future is in the cloud-based solutions and Kaseya is leading the industry in offering IT management cloud solutions. So we are not just promoting cloud-based IT solutions, we are also implementing them.
One of the interesting things is that this digital invasion into the marketing department has shown us that we cannot do without good IT support. Our jobs rely on the systems to be running, whether they are cloud based offerings that need to be online 24/7 or personal devices such as laptops and tablets that are used to create even more interesting campaigns. Also strong automation is making our lives much easier and as marketing automation expert, I always feel there is nothing cooler than a completely automated campaign that actually starts to live its one life and actually improves our service offering to prospects and customers. Also aspects of IT systems management such as reporting are things we as a marketing department also run into. Because just as IT wants to know what assets are being managed and how they are performing, so does marketing want insight into the running of campaigns and performance of these. Also, as with IT departments, we as marketers are also continuing to improve our process and to adapt to the changing business environment and resulting new opportunities.
Overall, the link between automated marketing, IT and the new cloud services can help marketing drive really cool marketing campaigns.
If you have any questions or would like to share your personal experiences either as a marketer or as an IT manager about marketing automation I’d love to read your comments.