Three Steps to Choosing the Right Marketing Automation Platform

8 07 2011

Marketing automation systems—and the solutions they promise—can hold a magnetic appeal for B2B marketers. As Liz McLellan describes it at the BtoBlog, “We were going to have fewer but more meaningful touch points with prospects and send only highly qualified leads to sales. It sounded great. I was ready!”

But the reality fell short of the anticipated glory for McLellan. “What someone should have told me,” she notes, “is that the first year of implementing a new platform is rough and that the first year is just a sampling of the hard work involved for years to come.”

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