How to: Get better results from marketing automation software

Adam Oldfield, MD of Force24, outlines how to obtain more meaningful and quantifiable results from marketing automation software

By its very definition, marketing automation (MA) should make life simple. It should liberate marketers’ campaigns, not restrict them, and it should make eCRM strategies agile, rather than sluggish.

But with more channels to leverage than ever before, more opportunities to personalise and more data than we could have ever imagined, getting the most from a lead nurturing campaign can be incredibly difficult.

So, what can be done to achieve better results from MA software? Here are five simple steps: