Marketing Automation vendors have done a great job of spreading the message about the benefits of technology in marketing. Industrial companies are paying attention. I’ve been asked several times about using Marketing Automation (MA) in industrial marketing. I should be excited and jumping up and down with joy, right? Not so fast! Why do I say that?
Unless you get your marketing house in order first, technology alone isn’t going to solve all your industrial lead generation problems. A popular quote by Bill Gates sums it up nicely. He said, “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”