Inbound marketing tactics, including content marketing, search engine optimization and use of social media marketing, are all critical for businesses looking to generate leads. But these tasks are also difficult to pull off, particularly the creation and marketing of content.
Marketing automation is one technique to make inbound marketing tactics more strategic and complementary, as well as reduce much of the guesswork of inbound marketing, but the survey found that at this point, few were actually employing marketing automation. Just 16% of B2Cs and 14% of B2Bs reported using marketing automation extensively to manage their inbound marketing. That said, over 40% from both types of companies were employing marketing automation to a limited extent, indicating that use could grow in the near future.
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