Marketing Automation in B2B (with HubSpot Demo)
Dawn Morrison
Abstract
B2B buying is slow, complicated, and rarely involves one person. A single sale can take 18 months, involve six or seven decision-makers, and be largely decided before anyone speaks to a salesperson. Marketing automation exists to make that long, invisible process visible so it can be influenced.
This session is an introduction to marketing automation through HubSpot, one of the platforms widely used by B2B companies. We鈥檒l review how marketing automation helps companies attract their ideal customers, how they stay useful to those buyers over months of research, and how they know when someone is qualified and sales-ready. We will show a demo of HubSpot to demonstrate how a real industrial manufacturer uses it over a customer lifecycle.