When marketing automation software is discussed, it typically is focused on how business-to-business (B2B) are implementing it to convert leads into sales opportunities that are worked by the sales team. But business-to-consumer (B2C) organizations stand to gain just as much, if not more, from using marketing automation solutions.

Kraig Swensrud, chief marketing officer of Campaign Monitor, provider of email marketing and marketing automation products for small and midsize businesses (SMBs), shares why marketing automation is key to the success of B2C organizations today. Kraig also discusses how marketing automation needs for B2C companies differs dramatically from B2B focused organizations.