Why maintaining buyer relevance is critical for automated marketing

08/19/2013 | eMarketer

Automated services for lead nurturing are garnering a large investment in time and money for business-to-business marketers, and including behavioral data can help these processes stay relevant to a B2B audience, according to eMarketer. Marketing automation had 233% year-over-year growth from 2011 to 2012, according to an eMarketer survey. With automated leads, the brand that responds the fastest with personalized content and a smooth buying process will win out, said Joel Book, a principal at Pardot.

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