Marketers at the top of their game in the business-to-business lead generation space use marketing automation tools and measure their returns, according to a Lenskold Group study. Marketing ROI analysis is used by 76% of self-described "highly effective" and "efficient" marketers, and by just 32% of all other marketers. Integrated marketing automation tools are used by 80% of the high performers and by 55% of the others.

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