Marketing automation can improve multi-touch customer interactions, however, marketers must be smart about every step to avoid making costly mistakes that result in lost customers, opportunities, and revenue. Marketers must always remember that an overarching marketing strategy should direct the implementation of marketing automation platforms. The technology itself doesn’t engage and convert prospects, it’s the marketing plan in place that makes it all happen.
Marketing and sales strategies and activities must now connect with steps in the buyer journey to be able to engage customers and grow revenue. Smart marketers have been turning to use marketing automation as a new way to successfully shepherd customer engagement opportunities that will lead to improved sales outcomes.