Marketing automation software has become an integral part of today’s digital marketing department – whether for a small local business or a large enterprise. As digital marketing channels have evolved, so too have marketing automation platforms. Ironically, by automating certain marketing functions, it’s possible to create a more relevant, engaging, and personal experience for your prospects.
In this article, part of our MarTech Landscape Series, we look at B2B marketing automation software, which we’ve defined as:
A campaign management system that drives prospect interactions with the brand, measures prospect response to marketing programs, and delivers prospect information to sales representatives through the company’s CRM or salesforce automation (SFA) systems. When used effectively, marketing automation systems will deliver a continuous flow of qualified leads to the salesforce, as well as the data needed to close sales with those leads.
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Via Marteq, Jean-Pierre Blanger
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A nice little primer.