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Integrated Marketing Association

Total Cost of Marketing Automation Platforms

Marketing Automation Platforms: Total Cost of Ownership is a recent study published by the Integrated Marketing Association that polled startups, small, midsize, and enterprise businesses to help determine the total cost of purchasing, implementing, and managing marketing automation platforms. Marketing automation platforms (MAP) provide businesses with a multitude of benefits. However, many companies purchase marketing automation platforms without researching the total cost to adopt such a platform and how the platform will impact other business functions or technologies. This study did not poll marketing automation vendors to ensure the most accurate, unbiased findings. The polling results are sure to surprise you and give you valuable insight into the total cost of owning a marketing automation platform.

 

Marketing Automation Adoption

To fully understand the results of this survey, its important to know who was polled. Integrated Marketing Association polled hundreds of general staff members, directors, VP’s and C-suite executives involved in the purchasing and adoption of their MAP.

Another important factor included in this survey was length of ownership or adoption.  IMA felt that companies who have adopted MAP for longer periods of time would have a better grasp of total costs associated with MAP and the resources required to fully manage a MAP. Out of all the participants, almost 79 percent said they had adopted a marketing automation platform over one year ago. 60% of those respondents have had MAP in place longer than 3 years.

 

Marketing Automation Platforms: Total Cost of Ownership 
We cover topics like number of installs across the organization, CRM integrations, number of contact records, third party tools and integration, cost savings from displaced technologies, number of lead nurture programs, and staffing hours and costs to manage MAP across the organization. This survey breaks down the numbers to show you the actual costs associated with adopting MAP. We also surveyed participants on how effective they believed marketing automation platforms are and the challenges they faced.

 

The Cost

 

As expected the purchase of the MAP technology was just the beginning. If your company is considering adopting a marketing automation platform in the distant or near future, download Marketing Automation Platforms: Total Cost of Ownership today to gain valuable insight from various industries on the best ways to invest in a platform, as well as the total cost of ownership.