Sat.Feb 04, 2012 - Fri.Feb 10, 2012

The Point

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Key to Marketing Automation Success: Process First, then Campaigns

The Point

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. Interestingly, our experiences in the rapidly evolving marketing automation category were quite common, especially in one area: A year ago, most of the client engagements for both our firms were what my consultant friend called “rescues” – that is, companies who purchased marketing automation software, jumpe