For the last few years, sales and marketing have invested heavily into marketing automation tools that help attract, nurture and influence prospects. This method of business development has now entered the “growth phase” for many industries – as companies are flocking to marketing automation systems. While marketing automation is vitally important for mass communication, most marketing campaigns can lack focus through USER ERROR.
Focus is exactly what more and more buyers require to capture their attention. Buyers are less interested in a generic marketing email that speaks to “decision-makers in general”. They want to hear about how to solve their unique problems when they are ready to start solving them!
