Why Read This
Many of the international lead-to-revenue management automation vendors have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters of marketing automation. But a small posse of local marketing automation vendors has had success in their markets by addressing local needs more closely than their international counterparts and leveraging their greater access to European tech marketers to close business. As the marketing automation market matures further, more North American vendors will enter Europe and compete against the local incumbents. European L2RM automation tech marketers will need to improve their own marketing performance, focusing on customer outcomes more than product features, to prevail in the long term.