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Smarketing! How Marketing Automation Drives Sales Success in this Digital Age

A study looking at how the B2B sales cycle has changed and at the role of marketing automation and CRM in nurturing leads to produce improved marketing Return on Investment (ROI) and better sales conversion rates. This white paper draws on independent sources to look at the challenges faced by B2B marketers and sales teams in the pursuit of good quality 'warm' leads and how to convert them successfully.

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What's Inside

Table of contents

1. The changing dynamic of marketing and sales for B2B companies
    • Nurturing can change the nature of a lead
    • Online engagement

2. Gaining a competitive edge: The 'Deal Refinery'
    • Becoming customer focused
    • Fuelling the ‘deal refinery’ with digital content
    • The inbound marketing engine driving the ‘deal refinery’
    • Automation and synchronization
    • Lead scoring
    • How CRM powers the final stages of the ‘deal refinery’

3. Conclusion

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