Isn’t this a nice thought? For B2B marketers, efficiency has never been more important. Need I remind you that you are tasked with getting better results, with fewer dollars?

Fortunately, new technology has helped marketers trim costs dramatically over the past few years. For example, you no longer need to travel to meet with colleagues and customers; you can use WebEx or Go To Meeting for productive presentations, meetings and training sessions. This alone can generate substantial savings in time and travel expenditures.

Marketing communications initiatives have become more automated. E-mail, e-blasts and e-newsletters have made communication more direct, and your website is monitored so you find your web traffic and other analytics.

Your customers are searching for your business (rather than you seeking them) with web search engine optimization—and these prospects can be followed up and nurtured by call center reps until they’re ready to buy. The sales cycle is shortened, resulting in increased new customers at a much faster rate.

How are you using new technology to save time and money?