It’s interesting to see companies try to implement marketing automation. Most can leverage the email engine built into most automation systems, and a few get to the level of segmenting their audience on various characteristics, but many can’t move beyond that.
Senior leaders that don’t accept the premise of relevancy and timeliness based on behavioral activity, end up forcing marketers to stay at the level of basic demographic segmentation. Worse still, the lack of belief by senior management will inevitably lead to the mandate that marketing continue to email everyone in the marketing database despite their lack of interest or behavioral response.
Make sure that senior management isn’t just buying into the efficiency of marketing automation, but its effectiveness of it by leveraging the behavioral aspects. Without proper usage of marketing automation you become a good spammer.