by Stacie Susens, Kenshoo

“Marketing automation platforms offer practitioners the power to scale campaigns and spend more time strategizing than executing. Over the years, the adoption of marketing automation has led to increased technology innovation, helping us do more in less time. However, the use of marketing automation has introduced new challenges, such as how to build your team and processes, balancing people and technology, database structure and integration, the need for rapid content development, etc.”

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