How to: Succeed with marketing automation

Adrian O’Gara, MD at OGaraCo, shares a practical approach to succeeding with marketing automation

It may have started with automated messages, but marketing automation (MA) platforms have gone beyond simple drip-feed campaigns to multi-level, multi-track sophistication. Add to this the increase of online and offline functionality with thousands of supporting tools, it’s now a platform attempting to manage all-embracing, omnichannel campaigns. 

SiriusDecisions says 85 per cent of B2B marketers believe they are not using their current MA platform to it’s full potential. And Venture Beat says 38 per cent of MA users are currently considering switching systems in the coming year. So, whether you’re buying your first tool, optimising your current platform or looking to reassess your current vendor, here are four steps to achieving success with MA