Out with the Old, In with Marketing Automation: Benefit or Spammy Tuesday, September 7, 2021

The Buzz 1: “Automated emails, triggered emails, drip email marketing…phrases often used by people considering a marketing automation system…where there’s email, unfortunately there’s spam… plenty of marketers are willing to cross the line to try to generate more leads … They rent lists full of bad addresses and unqualified prospects…too aggressive with frequency and offers…a desire for a quick and easy return. Acting on that desire however can bite you squarely in the arse.” [www.net-results.com/blog] Today there's a solution to over-complicated processes, underqualified leads, too little use of customer data and personalization – Marketing Automation. What is it? Marketing automation utilizes technology to streamline and improve the efficacy of marketing efforts (Salesforce). It allows you to target audiences better and provide them with relevant content, all at the exact right time of their buyer’s journey. But some people say Marketing Automation is almost too good at its job because as soon as a customer or prospect shows a bit of interest in your product or service, a slew of uninvited spammy promotional content begins appearing. Do they get annoyed, click off and abandon their journey with you? Question on the table: Has Marketing Automation transformed the industry in the right ways? Does automated marketing do its job too well? How will the inevitable cookies-less web impact the benefits of Marketing Automation? We’ll ask Neal Schaffer at PDCA Social, Kirill Kniazev at Motili, and Alisha Seegmiller at SAP for their take on Out with the Old and In with Marketing Automation – Beneficial or Spammy?