They could give a holistic view of prospect behaviour.
This article suggests the factors B2B marketers must keep in mind while selecting a B2B marketing automation platform, and the benefits to be derived from them. Marketing automation platforms can improve productivity and help save time as they improve efficiencies by automating time-consuming, manual tasks.
By integrating multiple channels and devices, the platforms provide a holistic view of prospect behaviour. As these platforms combine demographic, firmographic and behavioural data together with lead generating systems, they can direct businesses towards sales-qualified leads.
The piece cites a Forrester study which found that B2B companies using marketing automation saw a 10% jump in their sales-pipeline contribution. Another research observed a 15% increase in sales productivity.
[3 minute read]