Virtually every B2B marketing automation vendor provides tools for email campaign development and execution (including landing pages), as well as lead capture, scoring and nurturing. The platforms also typically provide centralized marketing databases and a basic level of reporting on web traffic, visitor behavior and campaign results.
Combined, the core features offered by most B2B marketing automation platforms include:
- Email marketing and landing page development;
- Lead management (i.e., capture, scoring and nurturing);
- Native CRM integration; and APIs or app marketplaces for faster martech system access.
The market is quickly evolving, as B2B marketers demand integrated marketing functionality that rapidly translates into bottom-line return. Vendors continue to add more advanced features to provide marketing end-users with the ability to build, track and manage campaigns across channels and/or devices, and monitor the flow of leads as they move from marketing to sales.
These features include, but are not limited to:
- Dynamic content generation (email, landing pages and/or
Article source: https://marketingland.com/what-should-you-expect-from-a-b2b-marketing-automation-platform-278642
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