Seen + HeardAs the marketing automation trend sweeps B2B, BtoB magazine offers interviews with key platform providers on what it takes to effectively implement this lead nurturing and analytics technology.

Their bottom line is not new but definitely worth repeating: software alone won’t solve inherent business process or communications issues, so successful roll outs must start with “a different way of thinking” long before the first operational change occurs.

“Marketing automation … has essentially changed marketing from a right-brain to a left-brain profession… leaving behind the ‘art’ that has been stock in trade for [a role] that is intensively scientific and analytical,” the report explains.

Check it out.>>

Every Friday, Seen+Heard presents a link to some of the best B2B marketing thinking on the web. Have a great B2B article to share or a topic you’d like to see? Tweet me @ThinkSpringMktg or contact me.