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Behavioral Data Is Key to B2B Marketing Automation
eMarketer / August 19, 2013
Marketing handles much of the purchase cycle that formerly went to sales
The internet has become a primary source of information, recommendations and reviews when business decision-makers contemplate potential purchases. This places significant responsibility on marketers, who must now guide and nurture these leads via digital through the majority of the buying cycle.
Relying on automated solutions to create and deploy lead nurture programs is not new, but business-to-business (B2B) marketers are eyeing them with a renewed focus, according to a new eMarketer report, “B2B Marketing Automation: Using Behavioral Data to Power Lead Nurture.”
Marketing automation is a solution that makes use of technology to perform some of the heavy lifting associated with communicating to prospects and existing customers across multiple channels such as email, social media and a company’s website. Automation can also be used to score leads, segment audiences and nurture those audiences throughout their customer life cycle.