Beaverton, Ore.

Heather Fletcher is senior content editor with Target Marketing.

The decision to seek out a marketing automation tool was a simple one for Monica Seely, marketing manager of Laguna Hills, Calif.-based mass notification services provider Rapid Notify. "Well, I am a one-woman marketing department," she says. "It's just me. So my challenge is time." She had been manually manipulating software to avoid sending batch-and-blast email campaigns to Rapid Notify's 10 customer segments. She was over it.

When Ben Jackson took the position with in 2009, the marketplace for professional voice-over talent was still sending out batch-and-blast email campaigns to convert guest members who had free accounts to paid membership. Something had to change, knew Jackson, director of sales and marketing for the London, Ontario-based, auction-centric website.

When HA Advantage started up in June 2009, the Pleasanton, Calif.-based transportation spend management solution provider didn't have any names in its database. But the software-as-a-service (SaaS) provider knew logistics, so it tackled the problem right away.

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