The use of marketing automation tools by B2B organizations increased 11 fold from 2011 to 2014, but marketing automation tools are not always 100% automated. They require a little bit of elbow grease to get up, running and working smoothly. These tools are not as effortless as their name implies.
MarketingProf's post, "Why You Need a Little Elbow Grease When You Use Marketing Automation" outlines the work that marketers need to put into see results from these tools.
First on MarketingProf's list is that automation, when left to is own devices, can create a detached, impersonal experience for consumers. Molly Koernke wrote:
"Buyers are educated and have access to a vast amount of information. With this deep level of knowledge, buyers want, and deserve, value-based interactions throughout the buying journey.Marketers must not forget that they're dealing with human beings at the end of any marketing automation campaign. Yes, marketing automation enables you to better segment your markets and deliver targeted messages, but without personalized and appropriate interactions, many targeting efforts can prove worthless."Add a Comment | Back to Top
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