The growth in content marketing can be partially attributed to the increased adoption of marketing automation to support lead generation. Marketing automation, especially when integrated with a company’s sales or CRM system, simplifies marketing management and enables marketers to leverage rich data that was previously difficult to obtain.
While research shows that marketing automation improves content marketing effectiveness, it is constrained by shortfalls in processes, management and measurements. Marketing organizations lack strengths in key process areas that are often enabled by marketing automation, such as content customization, targeting and measurement of sales conversion.
These are just some of the finding of the 2013 Lead Generation Marketing Effectiveness Study, conducted by Lenskold Group, sponsored by The Pedowitz Group and supported by Demand Gen Report.