Having a Marketing Automation tool for your company is beneficial for increasing both the efficiency and revenue for your marketing department. If the software program is used correctly, it can measure what is working for your company and help eliminate what isn't working. There are certain requirements for a successful marketing automation tool.

Marketing automation tools (MAT) are all the rage; they're sophisticated pieces of technology that everyone can find useful to some degree. What’s true in theory, however, is not always true in fact. Introducing a marketing automation tool into your marketing and sales technology pipeline can result in unforeseen technology problems as well as unforeseen internal costs.

Progressive profiling is not a new concept. Unfortunately, the theory behind it hasn't been put into practice as much as it should be.

The reality is that marketing returns are higher than sales returns. While marketing campaigns do also require the time and energy of talented employees, it doesn’t require hiring more workers to up the marketing ante.

I sympathize with Jon Miller, who wrote about Lead Nurturing: Escaping the Nightmare. In a complex b2b marketing environment, you can easily end up with dozens or hundreds of qualified, not-ready-to-buy leads. You're then supposed to nurture these leads with relevant, timely contacts. But, how can this be managed?