‘Nurture Content Failure’ – ‘Business 2 Community’ Article
Jason Stewart says, “In the recent ANNUITAS B2B Enterprise Demand Generation Study, only 20.9% of the respondents indicated that they are confident that have been effective in their use of marketing automation — which isn’t exactly a new insight, as there has been a lot of coverage of the challenges associated with effective use of marketing automation solutions (MAS).
A successful MAS instance has a lot of moving parts to consider – from the process-oriented questions of lead management and the handoff to sales, data quality and data management questions associated with new lead records (and old ones), CRM integration, and more – so it not surprising that most Enterprises struggle with marketing automation. What got me thinking, however, was the connection between content, our buyers, and the automated nurture programs which marketing automation makes possible“.
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