Six truths BtoB marketers must accept to be successful with marketing automation:
1. Marketing automation requires developing a strong process and filling marketing skills gaps.
2. Process is key - marketers must define stages of the marketing funnel and how leads will be nurtured.
3. The buying process has changed - buyers do extensive research online before engaging with sales.
4. Content is important to support buyers at each stage and overcome their objections.
5. Lead nurturing provides value to prospects and drives greater conversion than just generating leads.
6. Marketers may lack skills for deep use of automation and will need training, new hires, or an agency.