“B2B marketing automation systems will be absorbed into CRM systems instead of operating independently.”
Atlanta, GA (PRWEB) November 02, 2011
CRMs may have to adopt marketing automation technology to satisfy B2B needs. According to a recent survey by The Experts Bench, a global marketing consulting firm, 40% of companies responding who use marketing automation said that a partnership or the ease of use with their current CRM was a top factor involved in choosing their company’s marketing automation program.
Jason Kort of Marketing Automation Times says: “To provide an entire marketing suite that helps manage a database of leads, prospects or customers a marketing automation platform should…integrate with CRM.” According to The Experts Bench survey, only 33% of those companies who use both CRM and marketing automation said the two integrated well. Adoption of marketing automation technology is expected to increase to 50% by 2015 (source: Sirius Decisions). “CRM, while important for sales organizations, doesn’t provide the real-time sales intelligence needed to effectively reach, identify, track, prioritize, and nurture prospective customers,” says Tony Tissot, Marketing Director with eTrigue.
David Raab, industry analyst, is quoted as saying, “B2B marketing automation systems will be absorbed into CRM systems instead of operating independently.”
Further results of The Experts Bench Marketing Automation Survey presented on November 2nd Talk With The Experts, a monthly marketing talk-show webinar. Talk With The Experts webinar guests are specialists in marketing automation best practices. To learn more please view: http://www.youtube.com/watch?v=hpIAtGKHP48 . To receive a playback of the webinar, contact Cindy Caldwell, eMarketing Manager of The Experts Bench at 866.775.6810 or marketing(at)theexpertsbench(dot)com.
The Experts Bench believes marketing moves fast. Successful marketing in today’s organizations requires timely access to expert marketers and teams. Expertise ranges from $65 to $150 per hour. For more information call 866-775-6810 (US) and +011 44 20 7380 4963 (UK).