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Transitioning from Standalone Email Marketing to Marketing Automation

White Paper Published By: Gleanster Research
Gleanster Research
Published:  Oct 20, 2013
Type:  White Paper
Length:  10 pages

The vast majority of B2B organizations are still stuck in the campaign-centric batch-and-blast mentality from decades ago.  The research suggests that while Top Performing organizations are more likely than all others to embrace emerging tactics like inbound marketing, lead nurturing, lead scoring, and social media, they are still habitual offenders of the blasted campaign.  In fact, four out of five early adopters of marketing automation continue to use marketing automation for “campaigns” even though the tools are capable of automating highly relevant engagement with prospects and customers.  We wanted to find out why and determine what your organization can do to shift the pendulum over to nurture marketing.  This Deep Dive will explore the skills and technologies necessary to move beyond batch-and-blast marketing communications to engage in nurture marketing tactics that enhance relationships and contribute to top-line growth.  Periodic email campaigns will never go away, but if they are your only source of outbound strategy, your organization is leaving thousands or millions on the table by failing to incorporate lead nurturing tactics. 

You'll learn:

  • Why moving to lead nurturing is critical for the future success of your organization.
  • 5 best practice recommendations to transition away form legacy practices
  • How to inventory the skills and technologies needed to move to lead nurturing. 



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