Feature Articles

BtoB organizations of all sizes across a variety of markets are deploying automation tools to re-engineer internal processes and align sales and marketing teams. This collaboration is driving revenue growth, and improving campaign results and effectiveness for a multitude of companies, churning out effective leads and nurturing longer-term buyers.

DemandGen Report’s third annual Sales and Marketing Alignment Awards profiles 10 companies that have successfully adopted technology to drive an influx of top-funnel lead generation, maximize campaign development and response, and cut internal costs.

While marketing automation adoption continues to grow, many BtoB organizations are not capitalizing on the features and functions as part of a more efficient marketing strategy, largely due to a lack of knowledge and training.

During MarketingProfs’ BtoB Forum June 14-15 in Boston, this disconnect was addressed by Bryan Brown, Director of Product Strategy at Silverpop. Brown discussed the critical elements of marketing automation during his keynote presentation “Successful Lead Gen Demystified: Tips From The Trenches.” Brown emphasized how BtoB marketers can build a successful automated engagement strategy and improve lead gen accordingly.

DemandGen Report had the chance to catch up with Brown to discuss some of the specific features and functionality that are being utilized to help BtoB marketers and sales teams optimize marketing messaging and cater to the changing, knowledge-empowered buyer.