What marketing automation best practices work well for b-to-b companies?

Jeff Ernst, principal analyst, Forrester Research

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“Companies rarely have enough of the right content to make marketing automation work. Marketing automation is like a Porsche. The platforms are well-architected but they need fuel, which is content. But most companies have content that's all about their products, functions and features. The content you need for nurturing needs to be around business problems and tends to be thought leadership about solving those problems. With inappropriate content you can turn off your audience. With appropriate content, you can turn them on.”
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