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4 qualities of an intent-driven marketing automation email program

Martech

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. The perspective has been this: “We have this marketing automation platform. Complex automations.

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Why Marketing Automation Does Not Work

NuSpark Consulting

You cannot automate a process that does not exist. In a nutshell, marketing automation often comes to a grinding halt because of the lack of people and processes to support it. If you choose and implement your marketing automation before defining your processes and the roles of individuals, you cannot move forward.

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What is account-based marketing today and how has the space evolved?

Martech

B2B marketers have employed account-based marketing (ABM) for well over a decade, of course, but the space has evolved rapidly over the past two to three years. Last year, Forrester Research found the average number of buying interactions occurring during the purchase process soared by 10 to 27 in 2021.

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Your Cheat Sheet for B2B Revenue Waterfall Transformation

LeanData

Forrester bills its B2B Summit North America as “the premier event for B2B marketing, sales and product leaders to empower their strategies, fuel the revenue engine and drive the business forward.” Siemens, of course, isn’t unique in being caught in a bit of a revenue orchestration dilemma.

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Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

Marketers say one of their biggest challenges is creating content that engages and compels their buyers. Given that Forrester finds that 62% of buyers say they can develop selection criteria or finalize a vendor list based solely on digital content, marketers must use technology to effectively grow engagement with buyers.

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How To Integrate Intent Data Into Your Martech Stack

NetLine

In this post, we are going to take a look at how B2B marketers can effectively integrate intent data into their martech stack to unlock its full potential. We’ve identified four key components of a martech stack that enables marketers to effectively use intent data to its fullest potential.

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Aprimo Marketing Studio Expands the Scope of Marketing Automation

Customer Experience Matrix

Summary: Aprimo Marketing Studio includes traffic generation features missing from nearly all existing marketing automation products. This broader scope should become standard as marketers try to truly integrate their programs. Of course, I’m generalizing about sets of vendors so there will be individual exceptions.