Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. (Marketing can’t be automated.) But “segmented prospect email followup sequence design and automation,” while a more accurate label for the category, certainly isn’t as catchy.
Recent research shows that 63% of B2B companies that are growing faster than their competitors use marketing automation. These firms are also much more likely to be “best in class,” and most see sales pipeline opportunities increase by 10-15%.
Smaller firms often start off using email service providers, then implement marketing automation platforms as their prospect database grows, their segmentation becomes more complex, and they develop more granular marketing and sales content.