Using Marketing Automation Throughout The Customer Lifecycle

Using Marketing Automation Throughout The Customer Lifecycle

Shrinking budgets and shorter attention spans are forcing companies to rethink how they market and sell products. Successful B2B companies understand that marketing automation is key for generating a steady stream of qualified leads in this highly competitive marketplace. We see this in action every day; Our own Pardot customers have reported a 34% boost in revenue after implementing marketing automation (Salesforce Pardot customer survey, 2015) . But what happens once a lead finally does convert into a customer? Too many companies are continuing to follow a one-sided approach to marketing automation, focusing on acquisition at the expense of retention. In a 2015 study conducted by Demand Metric , it was revealed that marketers spend twice as much on acquisition as they do on retention, even though current customers account for the lion-share of revenue. The research also determined that, in the majority of organizations, there is a lack […]