There is a large push in marketing to automate as many tasks and workflows as possible. However, automating for its own sake isn’t the best strategy. Especially for B2B marketing, automation should only be implemented where it provides real value. Before we jump into the when and where, let’s take a step back and look at that what.
If you search for “marketing automation” on a search engine, you are served up a ton of ads by, no surprise, marketing automation software providers. The best explanation of marketing automation is from Wikipedia:
