Hugh Macfarlane, Founder & CEO of, writes…

Marketing Automation doesn’t happen overnight. There is a transition process involved. B2B marketing organisations will need to work through this process and respond to new ways of doing things as they go. B2B marketing delivery, user tracking, scoring and strategy all come into play. So what does this mean for the whole B2B marketing team?

It means exactly that – the whole B2B marketing team needs to facilitate changes. And what’s more, B2B sales teams need to be on board to ensure full Marketing Automation roll-out. Ryan Abreo, Vice President, Couch Associates, deals with integrating cloud applications with business processes, specialising in early adopters. The aim is to integrate Marketing Automation in a way that benefits your Sales Funnel at every level. Chuck Besondy and I will be interested to see how this works, and in our B2B Marketing Training Workshop on day 3 of DemandCon, we will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page