B2B Marketing Automation: Here’s My Definition
How’s this for a definition of B2B marketing automation?
The use of technology to generate, nurture, score and qualify leads, and drive sales, using customized, multi-touch marketing communications tailored for each contact’s profile, level of interest, behavior or place in the buying process.
Unfortunately it’s a mouthful, isn’t it?
In my view, the primary benefits of B2B marketing automation are:
- It allows marketers to accomplish more, usually at a lower cost, than they can get done manually;
- It facilitates continuous improvement by allowing marketers to track and measure the results of their campaigns, then make necessary adjustments, in near real-time.
What do you think?
Do you have a better definition of marketing automation? Do you see other benefits that marketing automation delivers?
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