B2B Marketers Must Better Prepare For Marketing Automation

April 26th, 2011

Jeff Ernst

With contributors:

Andre Pino , Sophia I. Vargas , Matthew Dernoga , David M. Cooperstein

Summary

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.

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