The world of digital marketing evolves rapidly, and GE's clients want to learn from and contribute to initiatives like the GE and Marketo pact, particularly after they first get involved, he said. "When we started doing this two-and-a-half years ago there was no one in GE who was touching marketing automation, and now there are 50 people," he said. "That's real cultural change."
Automation gives GE's marketing team a "reason for being," and ultimately it provides the company with more opportunities to work with companies such as LinkedIn, Google and Facebook, according to Markowitz.
As marketing tech evolves, familiar challenges remain
It's an ongoing challenge to pull all of a company's marketing resources together, but ad tech companies now provide new paths to achieve more effective strategies, Markowitz said.
"There's the marketing cloud and there's the stack, and there are all these different metaphors for what it looks like," he said. "There are actually scalable platforms that you can connect and put together that allow you to do that."
A lot has changed in the world of marketing tech since Markowitz joined GE six years ago, but honing in on key metrics and attribution remains a pressing concern and consistent challenge.
"We are not in the golden age of marketing, but really at the dawn at the age of accountability," he said. "I think that's what all this technology brings us. This is building a marketing framework that works."
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