Plans & Pricing
Does My Company Subscribe?
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.
What Did US Ad Executives Think Was the Most Overrated Word/Term of 2018? (% of respondents)
Do Internet Users Worldwide Discover Brands Through Pre-Roll Video Ads? (% of respondents, by region, Q3 2018)
What Is the Leading Motivator Behind How US Senior-Level Decision-Makers Approach Technology Purchasing Decisions? (% of respondents, Q1 2018)
At What Stage Are US Companies in the Blockchain Buyer's Journey? (% of respondents, Q1 2018)
What Do UK Digital Media Professionals Think Will Offer the Biggest Opportunity for Digital Advertisers in 2019? (% of respondents)
Top 10 Tech Trends from CES 2019: How 5G, AI and the IoT Are Changing the Status Quo
Advancing Marketing Attribution: A Companywide Blueprint for Success (Part 1 of a Two-Part Series)
How Advertisers Are Navigating Changing Auction Dynamics
How GroupM Utilizes Supply Path Optimization
Can AI and GDPR Co-Exist?
In Search of Scale, Direct-to-Consumer Brands Flock to TV