The proliferation of digital channels and devices has made it difficult for marketers to accurately target prospects with the right messages, on the right devices, at the right times.

Faced with these challenging market dynamics and increasing ROI pressure, marketers must be creative, targeted and aligned with sales goals, while having greater visibility into buyer attributes and behaviors. They can gain these benefits from a marketing automation platform:

• Increased marketing efficiency
  
• Enhanced ability to generate more and better-qualified leads
  
• A multichannel view of prospect behavior
  
• Better alignment of sales and marketing goals
  
• Improved lead conversion and ROI
  

For more in-depth info on marketing automation platforms, including a chart that shows the capabilities of 11 different vendors, download MarTech's  Marketing Automation Platforms: A Marketer's Guide!