At Grant Marketing, we like to stay ahead of the curve and that’s also the reason why we spend a great deal of time researching, monitoring current marketing trends, gathering consumer insights and pushing beyond this to deliver customized marketing solutions. This year we bring the concept of marketing automation into our zeitgeist. Although it is an evolving concept that many companies particularly in the B2B space are still grappling to acquire the right knowledge in order to leverage this technology to its full potential which exists today. This blog aims to impart a degree of understanding on the importance of embarking on a marketing automation journey for B2B, as there is a general consensus now more than ever, the value of marketing automation capabilities needs to be understood by both small and medium-sized B2B to large enterprises.

As mentioned in our previous blog, B2B companies are slowly and steadily dipping their toes in the social media water, and rightly so. But there is another storm brewing in the present digital ecosystem, which is integrating mobile into the current B2B marketing mix. According to Forrester Research report for 2012, “By 2016, smart phones and tablets will put power in the pockets of a billion global consumers, and mobile is the manifestation of a much broader shift to new systems of engagement”. This power shift is compelling not only for B2C companies to pay attention to mobile marketing, but B2B companies are also waking up to the innumerable opportunities, this evolving and interactive “touch point” can offer them.