How to: Avoid common marketing automation mistakes

Yvonne Tocquigny, chief creative and strategy officer of Archer Malmo, Austin, reveals how marketers can get the most from their MA platforms and avoid the most common marketing automation mistakes

Though nearly 50 per cent of B2B companies had implemented marketing automation (MA) by the end of 2015, the unfortunate truth is that many will be finding little value in their investment. As sales cycles get longer and buying processes become increasingly complex, it’s smart to check for inefficiencies in your MA implementation to realise the full potential of your efforts.