Evangelism, Content Marketing, & Marketing Automation: Marketo Summit 2013

3 minute read

Upland Admin

A few weeks ago, Marketo nominated Kapost for a Revvie Award in the LaunchPoint Evangelist category. We’re both honored and thrilled, especially to be considered alongside two great companies: ReachForce and Leadspace. And besides, there’s nothing like a little friendly competition. 🙂

Once I heard about Kapost’s nomination, though, I started to think about what it means to be an evangelist. We’re definitely advocates of the LaunchPoint program, but why? What is it that gets us so excited? 

To start, let’s examine the forces at work that make collaboration between marketing technologies so important and groundbreaking. 

Modern marketers know that the buyer’s journey has changed. Today buyers are researching products on their own, through a huge variety of channels. And if you want to get their attention, you have to go where they are.

That means reaching out to buyers through many different channels with every type of content you can think of. Fortunately, as marketing has gotten more complex, the tools to help you accomplish this task have gotten more sophisticated.

One example is marketing automation software. Marketing automation can help organizations generate more qualified leads, and a higher ROI for their marketing efforts than ever before. But most organizations aren’t getting the highest value possible out of their marketing automation. In fact, 87% of B2B marketers are unsatisfied with their marketing automation.  

But that makes sense, it requires more than just the purchase of a tool to make a serious impact on marketing efforts. It requires education and dedication. Also, while the ability to automate marketing communications is huge, you also need high quality content so that your automated communications are actually communicating with prospects, not just blasting them. After all, content is the fuel that keeps your marketing automation system running at peak efficiency.  By combining high quality content with intelligent marketing automation tracks, you can efficiently nurture your leads down the funnel, towards the sale.

Since content creation and marketing automation go so well together, it only makes sense that Kapost joined Marketo’s marketing ecosystem as a LaunchPoint partner.

So what exactly is the LaunchPoint program? It is a collaboration of marketing technologies and solutions which integrate with marketing automation. By partnering with Marketo, Kapost is able to provide a central hub for all modern content types, allowing companies to take their content operation to the next level.

Which brings us back to evangelism.

Alone, these software platforms can do some pretty incredible things. But when combined, they make marketers more effective and efficient at each and every stage of a marketing strategy. And that’s what matters most. Instead of being held back by what one software may lack, integrations help marketers to succeed and reach their goals.

And I love that. I could talk about it all day–and do. 

So, as I mentioned, we’re thrilled to be a part of the Marketo Revenue Performance Excellence Awards, and can’t wait to celebrate the winners and other evangelists at the 2013 Marketo Summit in San Francisco (keep an eye out for us if you’re going, too.).

As modern marketing grows more complex, it’s increasingly important for content marketers to keep up. And the only way to stay ahead of the curve is to use the best tools available. Through integration, software solutions can become even more powerful than they are alone.

To learn more about bringing your content marketing and marketing automation efforts together, download our free ebook, How to Build a Content Marketing Machine.


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