Executive Summary (This is a document excerpt)

Business-to-business (B2B) marketers rely on technologies built for sales — not marketing. To improve effectiveness of lead management activities, B2B marketers should take advantage of technologies built specifically for marketing. Used appropriately, these technologies can automate resource-heavy activities, support more targeted campaigns, and help engage prospects. And, as marketing uses technology to increase the maturity of its lead management processes, marketing and sales productivity goes up and selling costs go down.

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