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Founder and CEO, ActiveCampaign
When it comes to marketing technology, the argument for using best-of-breed tools is clear—they’re the best in their respective categories. But for small and medium-sized businesses (SMBs), using multiple marketing technologies can be cost-prohibitive, and the challenge of integrating them can be unmanageable. But Jason VandeBoom, founder and CEO of marketing automation provider ActiveCampaign, says sometimes it’s worth it. VandeBoom spoke with eMarketer’s Maria Minsker about why all-in-one marketing technology suites are not the right route for smaller organizations.
eMarketer: What are some of the biggest challenges SMBs face with regard to marketing technology?
Jason VandeBoom: Technology providers that target these markets focus on building all-in-one tools. The problem with that is, although they say they can do it all, they’re not advanced when it comes to specific capabilities. As a result, customers that use these platforms only tend to use a small percentage of it and don’t really benefit from most of the technology they’re paying for.