Many marketers are using marketing automation solely as a platform to send campaign emails – but there's much more to it. Automation platforms can drive systemised lead nurturing, lead conversion, lead routing as well as personalising the customer experience. But many marketers are just sending 'smart' email.
So, what's the problem here?
Simply put, marketers need a plan or blueprint to define what they are trying to achieve and how they will get there.
Green Hat's CEO, Andrew Haussegger, has written an insightful piece about some of the challenges surrounding B2B marketing automation with advice on building strategy to get the most out of your efforts.
As Benjamin Franklin aptly said, "If you fail to plan, you're planning to fail". This is true when it comes to marketing automation. There's planning and process re-engineering that needs to be undertaken if the marketing automation platform is to deliver consistent results - and a positive
I hope you enjoy reading the article - and if you have any questions - feel free to contact me.
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