In this article, I would like to write about the collaboration with marketing automation tools (hereafter referred to as “MA tools”), which have been gaining popularity in Japan in recent years.
If I were to set the goal of MA tools without fear of misunderstanding, I think it would be the following points.
– Lead generation– Lead nurturing– Lead qualification
MA tools such as Marketo, Eloqua and HubSpot can generate leads (1. Lead Generation), nurture leads (2. Lead Nurturing), analyze which leads are in which stage through scoring (3. Lead Qualification) and turn them into opportunities.
In the US, a country that is advanced in marketing, MA tools are now recognized as essential tools, and it is surprising to learn that 55% of B2B companies are using some kind of MA tool.
However, there are many companies that find it extremely difficult to introduce MA tools and design and operate nurturing scenarios, and it is also true …