The B2B sales journey is often characterized by its complexity, involving a diverse array of stakeholders with varying perspectives and timelines. Guiding a prospect through this intricate path to becoming a valued customer can feel like a significant undertaking. Fortunately, B2B marketers and sales professionals excel at navigating these complexities, providing valuable insights and maintaining engagement throughout the buyer's journey.

Want to know more about the pros and cons of marketing automation for B2B? Read our marketing automation FAQs to learn more.

The days of the email blast are over. Once one of the key tools in the B2B marketer’s toolkit, the general email blast has, thanks to marketing automation, gone the way of the fax machine. It’s been replaced by customized and personalized interactions, tailored directly to your prospects’ information needs and buying stage – and presumably delivering more valuable leads than any generated through an email blast approach.