by Nicola Hodd 
So you’ve invested in a Marketing Automation tool – marketing can take care of itself now, right? Well no actually. Marketing Automation Platforms allow you to be smarter with your marketing, make personalisation easier and can certainly remove many manual processes but the logic behind it requires thought, constant iterations and optimisation to be truly effective.
Some simple processes can be set-up relatively quickly and easily but to unleash the true power of Marketing Automation, you will need to consider your customer journey, map content with the corresponding stages and learn what data you collect means in relation to the buying cycle.
Marketing Automation Platforms can provide you with valuable insight and data about your potential buyers and customers – and this is just the start of your journey to Marketing Automation success. Read these top tips from Sales & Marketing professionals to help get you started.
While the idea of marketing automation is certainly attractive in its own right, it’s not exactly a “set it and forget it” strategy, at least not entirely. Marketers must take care to strategically configure marketing automation campaigns, including creating buyer personas, segmenting lists, and configuring the sales funnel to most effectively nurture leads through the buying process.