Marketing automation hits the mark: marketers are seeing solid ROI from new technologies.(CRM TRENDS AND NEWS ANALYSIS)(return of investment)

CRM Magazine, February, 2005 by Bailor, Coreen

Marketing automation has been on the scene for years, but according to some industry pundits, it's finally taking hold because companies are seeing results, and then taking that ROI to lock in or improve their marketing budgets.

"Companies are ... adopting the software based on the strength of the ROI from companies that have gone first," says Carol Meyer, vice president of marketing at Unica. Additionally, she says, the category of marketing automation is expanding. "Companies make an investment in a certain part of enterprise marketing automation ... and because ...