Marketing automation is one of the fastest growing segments in the CRM market, especially in the B2B space. Features such as lead generation and nurturing are critical in helping B2B companies with longer sales cycles. However, it wasn’t that long ago that people weren’t even sure what marketing automation was. Now,marketing teams are aggresively seeking out these systems. Clearly, the marketing automation industry has a strong tailwind at its back.
The B2B sales environment has changed drastically with the introduction of the Internet to the personal and business space. Companies are finding that it is increasingly challenging to reach potential prospects, and they are changing their sales and marketing tactics in order to cope. There are several specific trends that are driving the adoption of marketing automation, making it an integral asset to any organization.
Software Advice, a free online resource for software buyers, outlines seven macro trends that they believe are pushing the growth of marketing automation. You can view them below or read about them in more detail on the Software Advice blog.
Marketing automation has hit the ground running. It will be interesting to watch as it develops over the next couple of years, helping companies adjust to and embrace the new B2B sales environment.
Lauren Carlson writes about various topics related to CRM software, with particular interest in sales force automation, marketing automation, and customer service. She has a background in the music industry, and when she isn’t writing about software, you can find her running at Town Lake and singing at local venues. She is a graduate of the University of Texas with a bachelor’s degree in journalism.
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