Comments on: Judging Marketing Automation Vendors Based on Their Approach to Helping Marketers Address the 'Brave New World' of B2B Marketing

By: How Do You Get Your Arms Around the ‘Brave New World’ of B2B Marketing? Where Do You Start? | Demand Generation

Thu, 14 Jan 2010 19:40:46 +0000

[...] If you can’t get down the basics of lead management, it will be impossible for you to take full advantage of a marketing automation platform. But the more you know about your own lead management needs, the better you will be at selecting a marketing automation platform that mirrors your own approach. [...]

By: Adam Needles

Adam Needles — Wed, 16 Sep 2009 21:19:35 +0000

@Kim - Exactly. Good comments. The point is that you need to be fostering a buyer dialogue that is one-to-one, and the only way you can do 'mass' one-to-one is via a marketing automation platform.

Great insight; great validation for why an automation platform is critical to scaling your engagement with Buyer 2.0.

By: Kim Albee

Kim Albee — Wed, 16 Sep 2009 14:14:28 +0000

I agree that the B2B 'buyer' is a different one based on the access the Internet has provided for research and information. B2B marketers need to provide relevant information to their leads and prospects that is relevant to what their interests are, and in essence, pull them through the buying process.

Marketing automation tools enable this and provide a freedom and capacity in an organization that wasn't a possibility before the marketing automation tools were implemented.

Click through to read more thoughts on this.