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Think Beyond Marketing “Automation”

GearIf ever there was a name that under-states what it does, Marketing Automation would be near the top of the list.  I’m surprised that the vendors in this space haven’t tried harder to find a term that better connotes the value to marketers, but sometimes it’s easier to stick with a recognized term.  While one of the benefits of Marketing Automation is to help companies scale their digital interactions and increase efficiency, the bigger benefit is to make those interactions more effective, helping to increase conversions from interest to sales and decreasing the time to achieve those conversions.  Of course, increasing effectiveness is more difficult than increasing efficiency, so it is necessary to consider a number of capabilities when comparing different offerings from the myriad of vendors. Continue reading