Over the past five years, marketing automation has ballooned into a billion pound industry.
Many businesses of all shapes and sizes have been drawn in by the potential upside of lead nurturing, lead scoring and triggered responses to critical prospect activities.
Marketing automation has promised the ability to bring efficiency and scale to marketing programs in a way that has, up until now, been impossible.
As the co-founder of a B2B technology company and having spent the past few years refining our demand generation process, I know just how powerful a good marketing automation system and practice can be.
However, there are some pitfalls that one must be aware of if marketing automation is to be as successful as it promises. Along the way my team and I have made some mistakes that in retrospect could have been avoided…
