NGR's Blog

Marketing automation is an approach that automates the management of timing, target and content of outbound marketing messages. Effective marketing automation is made possible when timely and appropriate outbound messages are delivered in response to prospects’ online behavior. This is also the very essence of lead nurturing. However, with the ever-increasing bargaining power of customers, effective lead management and nurturing also require understanding and responding to a prospect’s position in the buying cycle.

Marketing Automation is one of the fastest growing segments in the CRM market. It wasn't that long ago that people weren't even sure what marketing automation was or how it functioned. Now, marketing teams are aggresively seeking out these systems. Clearly, the marketing automation industry has a strong tailwind at its back. But where is it coming from?

The B2B sales environment has changed drastically. Sales professionals are finding that it is increasingly challenging to reach potential prospects, and they are changing their business tactics in order to cope. At our software development company, NGR Technosys, we have experienced this first-hand through our phone calls with the thousands of software buyers we interact with each day. There are several specific trends that are changing the way buyers purchase, making marketing automation an essential addition to any organization.