Right now, the marketing automation industry couldn’t be hotter. Due to increasing adoption rates, analysts are predicting a more than 50% industry revenue increase this year.
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I’m not going to lament about our industry’s growth, but I wonder, are businesses adopting automation the right way? Perhaps the belief that marketing automation supports lousy behaviour more than it creates winsome marketing, or that it’s merely a more powerful spamming engine, is a telling sign.
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High automation is a result of highly targeted, personalized, valuable, timely, and remarkable content that is sent to a robust and engaged database. The batch-and-blast approach to directing prospects stuff they don’t care about isn’t going to make things better with automation suddenly. If your company feels like creating great content is the core of your problem, and in most of the scenarios I’ve seen, it starts there.
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If you ask any sales professional, their view of how automation should be used will likely look different than yours. To overcome a breakdown in sales and marketing alignment, it’s essential to establish and communicate clear guidelines around how automation will achieve the goals of both teams. Building a Service Level Agreement (SLA) between the two groups helps exceptionally to work toward a common goal.