Today’s buyer has virtually unlimited access to information. They have the power to find products and services at their own pace, and do so mostly online. The B2B buyer is in charge and will contact you when they are ready to buy.
Marketing automation creates a digital framework where both marketing and sales work together to understand and interact with the buyer throughout their entire buying lifecycle in a well organized, timely and personalized way. An effective marketing campaign is often the first step in customer acquisition, the renewal process and keeping leads engaged.
A good business strategy is about making money, saving money and making life easier and better for buyers. Think about it in this context and Marketing Automation isn’t so much an investment — it’s a blueprint for productivity improvement. The end result benefits both you and the buyer. It’s exactly why the industry is expected to grow by 50% by 2015, and businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.