Marketing automation is a buzzword that seems to be applied to everything nowadays. If a software platform can trigger a message to a recipient via their API, it’s promoted as marketing automation. In my opinion, this is simply dishonest. While this may be an automated activity that corresponds to their marketing strategy, it’s hardly a marketing automation solution. In fact, I believe the majority of marketing automation solutions available – even the largest – have severe limitations that limit the marketer’s ability to fully realize the full benefits of authentic marketing automation.
Here’s an overview of how a Marketing Automation Strategy drives conversions:
