Is marketing automation killing creativity?

Marketing automation (MA) systems are increasingly commonplace in B2B marketing. But are the processes inherent in adopting and utilising this technology effectively undermining or impeding marketers’ ability to be creative? 

Creativity, in the broadest sense of the word, has long been at the centre of what marketers do and who they are as professionals. Marketers need to be creative in many ways and in many aspects of their role – from the planning, strategy and insight, right through to the campaign execution and analysis, and everywhere in between.