Marketing Automation for B to B

According to Antonio Altamirano for Forbes, Most businesses love the concept of SaaS — the challenge is in executing a proper implementation. Remember the story of the tiger and the tennis shoes? Two rivals on a jungle excursion woke up in the middle of the night to cries of “Tiger in the camp! Run!” The first ran out of the tent, but the second sat up and started putting on tennis shoes. The first came back and said, “No time for that, you can’t outrun a tiger with those!” The second said, “I don’t need to outrun the tiger. I only need to outrun you.” In the business world, this means that taking advantage of the right tool is often the best way to succeed. SaaS marketing automation is statistically correlated to improved financial performance. Even a small investment in marketing automation tends to bring outsized returns that can propel your business to the top. Since we are data-driven, here’s a review of some of the most relevant metrics to help you wear the shoes.
According to Salesforce (registration required), 67% of marketing leaders rely on marketing automation and 21% plan to implement a new marketing automation platform in the year ahead. What’s more, 82% of marketers recognized a positive return on investment (ROI) from marketing automation and said that it makes them more efficient. While most marketers were challenged by generating leads and building brand awareness, top marketers using artificial intelligence (AI) and SaaS marketing automation had already moved on to tasks with stronger financial impacts, including improving the hand-off of marketing-qualified leads to sales and retaining existing customers.
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