Software consultancy Software Advice has a good business model: Provide customers free software reviews and advice, both on-line and over the phone, and get paid by vendors when they pass on a quality lead based on those interactions. Its market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software, which tracks prospect behavior to determine which products they’re most likely to consider. Among the main drivers she listed: Buyers’ desire for quality content; an aversion to sales calls (especially before prospects are ready for one), the need for marketing to prove its value to the business and the fact that sales cycles are longer in a down economy.

I agree with her drivers, and would add another one: The decline of the trade press which used to be a source of trusted analysis and objectivity for customers. It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work. Recent survey data indicates these are the top three hurdles to companies adopting MA software.

All of which begs the question: Which of these specific hurdles is most critical, and where do B2B vendors need help getting the benefits of MA software? Help us find the answer by taking a two-minute survey on what’s keeping you from MA heaven, and see instant results on how you stack up vs. your peers. And if there are hurdles I missed, I'd love to hear about them…

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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Filed under: Content MarketingIT MarketingPR/Marketing Trends

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