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For B2B Marketing Professionals

B2B Marketers Must Better Prepare For Marketing Automation

April 26, 2011

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  • 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.

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Table of Contents

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

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