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Novacom - marketing automation business case

Marketing automation: how to frame the business case

The marketing landscape has changed beyond recognition in recent times and target audiences have rapidly evolved to research, identify and select products and services in an entirely new way. According to Forrester, B2B procurement managers are going it alone, with 74% of business buyers conducting more than half of their research online before making an offline purchase.

This buying evolution can only be met with a fresh approach through inbound marketing. But how do you frame the business case to get buy-in from your management team for the introduction of this new and innovative strategy?

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