Marketing automation gains momentum

There are few marketing automation applications that security software company Symantec Corp. doesn’t use. Symantec has invested in database management and segmentation tools, campaign management and reporting, lead generation and scoring and Web analytics.

One might expect it from Symantec, but other companies should be expecting it of themselves, said Scott Kosciuk, director of marketing programs at Symantec.

“Marketing automation is the key ingredient that binds and enables the execution of an integrated campaign,” Kosciuk said. “It’s been the key to tracking all the marketing interactions by our customers, and customizing our communications and offers to them as they journey through the buying cycle.

“As a result, we continually lower the cost of lead-generation and management,” he said.

To cover all its bases, Symantec uses marketing automation solutions from integrated marketing company Aprimo Inc., email service provider Responsys Inc., CRM vendor Salesforce.com and business intelligence company BusinessObjects, plus content management through Interwoven Inc.’s TeamSite application.

And the company is gearing up for more, including mobile and social.

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