How to: Fuse automation and emotion

Collaboration between strategic and creative marketing is critical to the success of any campaign. Alana Griffiths, marketing strategy director at Mason Zimbler, and Ray Coppinger, online marketing manager EMEA at Marketo, reveal how to combine automation and emotion

Marketing automation and emotion-led creative may seem like opposite ends of the marketing spectrum. But best-in-class B2B brands are finding ways to nurture a symbiotic relationship between the two. After all, creativity is supported and enabled by marketing automation; while marketing automation requires creativity to reach its full potential.