In this session, Jay will share the latest research from SiriusDecisions on the current state of marketing automation sophistication, emerging trends and examples of marketing automation done right. Jay will also discuss how B2B organizations are resourcing and scaling their marketing automation investments to support demand creation and customer experience objectives. As importantly, he'll reveal factors that commonly hold organizations back from achieving ROI, including lack of training, poor integration and an unsupportive corporate culture.
Attendees will learn:
- How organizations are resourcing - and driving value from - their Marketing Automation initiatives
- Top use cases for the application and adoption of Marketing Automation
- Emerging trends in Marketing Automation capabilities...and their impact on users