The B2B buying cycle is growing longer and more complex than ever, especially because of the unprecedented challenges and industry disruption brought on by COVID-19. Maintaining a one-to-one relationship with customers and prospects is imperative but this arduous task is even more daunting as businesses are pivoting to leaner operations in response to the pandemic.
That’s where marketing automation comes to the rescue. It doesn’t just automate marketing activities but also helps marketers to build an engaging relationship with their prospects and customers. Chief marketing officers across the globe have come to realize that marketing automation is the best way to build customer experience and are willing to invest in it to improve the customer’s journey.
