{"id":28723,"date":"2023-01-09T17:37:31","date_gmt":"2023-01-09T17:37:31","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/09\/what-is-marketing-automation-and-how-can-it-help-b2b-marketers\/"},"modified":"2023-01-09T17:37:31","modified_gmt":"2023-01-09T17:37:31","slug":"what-is-marketing-automation-and-how-can-it-help-b2b-marketers","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/09\/what-is-marketing-automation-and-how-can-it-help-b2b-marketers\/","title":{"rendered":"What is marketing automation and how can it help B2B marketers?"},"content":{"rendered":"

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What factors are driving marketing automation platform<\/a> use, and what capabilities do MAPs provide for B2B marketers?<\/p>\n

MAPs help businesses identify potential customers and automate the process of nurturing the leads to sales readiness using channels like email, social media, webpages and display ads to bring customers and prospects to customized landing pages and through other experiences designed to move them down the purchase funnel. <\/p>\n

These platforms integrate tightly with CRMs and CDPs, continuously collecting more data about leads to fuel insights and further personalization, often with the assistance of artificial intelligence and machine learning.<\/p>\n

MAPs are often overlooked by marketers amid the chase after the shiny new thing. They are taken for granted in part because of their ubiquity and critical importance as the central hub of many businesses\u2019 marketing stacks.<\/p>\n

Marketers double down by replacing MAPs<\/h2>\n

Perhaps that\u2019s why, in a time of rapid change, marketers are replacing their MAPs more frequently than other technologies \u2014 it is critical the MAP does what the business needs it to.<\/p>\n

MAPs were replaced by 23% of the respondents to our MarTech Replacement Survey<\/a> in 2022, similarly to the 23% that reported replacing MAPs in 2021.<\/p>\n

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