B2B TECH STARTUP MARKETING AND CLOUD COMPUTING: UTILIZATION AND IMPACT OF CLOUD MARKETING AUTOMATION SOFTWARE
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The proliferation of cloud computing has resulted in the development of enterprise marketing platforms such as those offered by Salesforce, Oracle, IBM, Adobe and Marketo. While the cloud computing industry continues to grow with projections reaching $60 billion by 2020. the impact of enterprise marketing software has a tremendous effect on business-to-business (B2B) technology startups. Rather than use traditional marketing mediums such as television, magazine, and outdoor advertising, companies are utilizing automated systems that combine search engine optimization, search engine marketing. email campaigns, and sales. Through the examination of published industry data and interviews with marketing executives at various tech startups and cloud computing providers. this research provides insight on how B2B tech startups are leveraging cloud computing and how cloud computing will disrupt traditional marketing departments.
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