BtoB

Report: Growing companies leverage technology, targeting

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Manasquan, N.J.—Highly efficient marketing departments outperform their competitors in such areas as content customization, targeting and conversion metrics primarily by leveraging the full value of marketing automation, according to a report by Lenskold Group and The Pedowitz Group. According to the “2013 Lead Generation Marketing Effectiveness Study,” 63% of companies that are outgrowing their competitors use integrated marketing automation, compared with 49% of same- or slower-growth companies. The study also showed that higher-growth companies are more likely to use marketing ROI to assess their campaigns (40% versus 28%) and have expertise in using intelligent targeting to trigger content (59% versus 17%). Also, 78% of high-performing marketers indicate that marketing automation systems are most responsible for improving revenue contribution, with 68% citing lead scoring based on content and engagement also being important. The study was based on an online poll conducted in October, drawing 323 respondents from b-to-b companies.
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