Advanced Search

Save Or Share This Report

For B2B Marketing Professionals

B2B Marketers Must Better Prepare For Marketing Automation

April 26, 2011

Primary author headshot

Authors

  • By Jeff Ernst
  • with David M. Cooperstein,
  • Andre Pino,
  • Sophia I. Vargas,
  • Matthew Dernoga

Why Read This Report

Changing buyer behaviors require business-to-business (B2B) marketers to communicate with prospects and customers in new ways, by delivering content that is personalized to their needs, role, level of interest, and stage of problem-solving. This has made marketing automation a mission-critical system for B2B marketers, but too many marketing leaders head down the automation path without fully realizing what they are getting into. They need to prepare for the use of the technology by having 1) a lead-to-revenue process model to automate; 2) content to support the message and responses; and 3) a marketing organization that is ready to support the technology.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Marketing Automation Has Become Mission-Critical For B2B Firms
  • The Marketing Automation Motto: Be Prepared
  • RECOMMENDATIONS

  • Don't Put Technology Ahead Of Organizational Readiness
  • Related Research Documents

Recommended Research