Manticore Technology and Bulldog Solutions have released a new white paper that addresses some misconceptions that B2B marketers may have about marketing automation. As they point out, it's terrific when an application is intuitive and easy to use, but marketing automation must be used in support of a business process if it's going to produce the desired results. More sales and revenues.
Process and skillsets are holding marketers back:
"Recent Executive Benchmark Assessment data from Bulldog Solutions and Frost & Sullivan, the Growth Partnership company, shows that process is the number one roadblock BtoB marketers face in implementing marketing automation, with skillsets and content right behind."
Considering that Sirius Decisions predicts that 50% of B2B marketers will have marketing automation within the next 5 years, it's imperative to go about deploying it the right way, the first time. As we're hearing more and more - companies who implement marketing automation successfully can achieve stellar results.
What I like about this paper is that for each "truth" it presents, marketers are offered action points and links to related resources so they can hone in on the areas where they need the most help.
To whet your appetite, the 6 Truths addressed include:
Truth 1: Marketing Automation ISN’T Easy
Truth 2: While Lacking Sex Appeal, Marketing Process Is the Key to Marketing Automation Success
Truth 3: The Buying Decision Is Well Under Way by the Time the Prospect Gets to Your Web Site. Act Accordingly
Truth 4: Content Is King — And Not Necessarily a Benign Dictator
Truth 5: Think Beyond Lead Generation: It’s Not Quantity, It’s Quality
Truth 6: You Don’t Know What You Don’t Know
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