Marketing automation leaders are tasked with the challenge of how to balance core marketing automation functions with new technologies to provide fresh ways of engaging customers. To do this, marketing automation platforms must maintain consistent data quality and align processes with sales teams. Data quality is essential as it is the foundation for personalisation in campaigns. Additionally, marketing automation offers sales teams insight into customer engagement, enabling them to have more informed conversations. Finally, marketing automation platforms now provide ‘no-code’ and ‘low-code’ solutions, enabling team members to carry out marketing automation functions without relying on IT teams. This can be used to align siloed teams throughout the organisation. It is clear that marketing automation is essential for businesses looking to stay ahead of the competition.
Originally reported by Martech: https://martech.org/how-to-balance-core-marketing-automation-functions-with-innovation/
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