Jep Castelein has written an excellent post, “7 Reasons Why Marketing Automation projects fail” on his Lead Sloth blog.  Some of his points are to be expected e.g. No. 1, know who you’re trying to target and ensure your marketing is relevant to them, No. 6, don’t try to sell the wrong products to the wrong people.  He also cites “Lack of Expertise” i.e. you may need to get help to get the most out of your marketing automation system.  The blog reinforces some points from the recent DemandGen report on Marketing Automation,which also highlighted that ease-of-use is a big factor in success or failure, and that you need to clearly define your objectives and processes in advance of adopting a solution.

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