HOW TO: Decide if marketing automation is right for you

Delivering more, higher-quality leads to the sales team is a hard task, but having the right marketing automation platform in place can give marketers a competitive advantage, says Martin Smith, head of marketing at Neolane.

Marketing automation systems enable marketers to execute more engaging, personalised communications more often, and across more channels. The result? Competitive advantage – an increase in ‘hot’ sales leads and maximised revenue opportunities along with evidence of precisely where marketing efforts are adding value and how much.