Over the last decade, research has consistently shown two undeniable truths about marketing automation:Superior performing organizations are more likely to invest in marketing automation (want proof check out the Revenue Performance Management Gleansight Benchmark Report). We can actually correlate success with use of marketing automation (when best practices are followed).Over 80% of the companies that invest in marketing automation fail to leverage the full breadth of features in the tools. In fact, 7 out of 10 have a difficult time moving beyond traditional batch and blast email campaigns- which was the very reason they likely invested in the first place.
You can’t help but wonder, what’s the deal? Why is this so difficult? And make no mistake, marketing automation can be difficult for the average marketer (even Top Performing organizations).