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Marketing automation technology tops for b-to-b marketers in ’07

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Boston—Close to two-thirds (63%) of b-to-b companies said the marketing solutions they will seek in 2007 will revolve around marketing automation technology, according to Extraprise, a b-to-b database marketing services company.

Extraprise on Thursday published the results of a study it conducted at the Direct Marketing Association’s National Center for Database Marketing (NCDM) conference in Orlando, Fla., earlier this week.

The survey delved into both b-to-b and consumer marketers’ challenges and plans for this year and next.

The lack of integration between sales and marketing is the biggest challenge that both business and consumer marketers face, according to 37% of marketers polled. Other challenges include lack of data quality (22%), marketing program performance (20%), a fractured lead generation process (14%) and list quality (7%).

In terms of measurement, more than half (55%) of b-to-b companies surveyed said the primary driver is determining overall contribution to revenue, while less than a third of consumer marketers (30%) said the same. Twenty-one percent of both business and consumer marketers said pressure to deliver sales-ready leads was the key measurement driver.

—Carol Krol

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