SiriusDecisions, a global B2B sales and marketing analyst firm, presents a clear overview of how to choose the right marketing automation platform. Jen Horton discusses a number of key factors that should be considered prior to and after adoption, including:

  • What marketing automation is and how it works
  • Common pitfalls in choosing a vendor
  • Why it’s a mission-critical technology for marketers
  • Top use cases from the SiriusDecisions marketing automation platform adoption study
  • Emerging trends in the marketing automation marketplace
  • A framework for assessing current process needs and evaluating offerings against your priorities

About the Presenter:
Jen Horton, Research Director, SiriusDecisions
Jen is a marketing executive with more than 15 years of experience in high-growth B2B organizations. An early adopter of marketing automation technology and closed-loop lead management processes, she is passionate about sales and marketing process improvement, sales and marketing effectiveness measurement, demand generation strategy and execution, product and solution marketing, sales enablement and customer experience marketing.