Like many areas of business, the definition of marketing automation has significantly changed. During its inception, marketing automation was simple. Marketers were satisfied with automated email campaigns, faster processes, and enhanced analytics. For many of us, it was the first time we could see the impact of our efforts. For a while, this “new world” and its promise of decreased manual labor, increased automation, ongoing customer communication, and enhanced reporting was more than enough. Wow, has time changed.

In our increasingly digital world, marketing automation needs and expectations have grown exponentially. The promise of automated email communication has been replaced by the need for real-time, one-on-one messaging exactly when customers need it. Enhanced reporting has been eclipsed by dynamic behavior aggregation, funnel measurement by channel, content…

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