Trends Report

How B2B Marketing Automation Service Providers Help Drive Marketing Transformation

October 28th, 2016
With contributors:
Peter O'Neill , Shanta Samlal-Fadelle , Matthew Camuso , Kara Hartig

Summary

The growing complexity of business-to-business (B2B) marketing automation creates challenges for practitioners who struggle with people, process, and technology. B2B marketers are thus turning to third-party service providers for help with technical and business process complexity as well as organizational change issues. This report will explore dynamics driving use of service providers, provide insight into types of services, and highlight the ways in which successful lead-to-revenue-management (L2RM) practitioners have used service providers to accelerate their progress.

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