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B2B Marketing Automation from a CMO Perspective

Written by Chandler Austin | Tue,Mar 01, 2011 @ 03:00 PM
MarketingSherpa's special report addressing how CMOs use marketing automation, is available for free download. The report is the result of research conducted with almost 300 senior marketing decision makers. It focuses on in-depth analysis of the processes CMOs are using to optimize their marketing-sales pipelines, as well as implementation of the software applications that enable automation.



Contents of the report include:
  • CMO Challenges
    • B2B challenges increasing in pertinence
    • Marketing to a growing number of people involved in the buying process
    • Marketing to a lengthening sales cycle
  • Marketing Automation Maturity
    • Establishing marketing automation maturity
    • Case briefing: Marketing automation leads to 190% sales conversion increase
  • Marketing Automation KPIs
    • Benchmarking marketing automation performance
  • Recommended Actions
    • Identify funnel stages and definitions
    • Establish and optimize lead scoring and management methodologies
    • Develop and optimize lead nurturing campaigns
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