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Can Marketing Automation Work for Your Company?

I’m often asked whether marketing automation technology is mature enough for one business environment or another. I hear a lot of excuses about why it won’t work. My company is too small. My product is too transactional. My leads don’t respond. My porridge is too cold.

My standard response to questions about the technology’s maturity is to ask about the maturity of the marketing team. Technology is technology. Your success with technology still depends on the marketers who are mashing the buttons and pulling the levers.

Your company may be small or large. Your product may be transactional or pricey. Your buyer may be a business or a consumer. It doesn’t matter to the technology. It matters only to the marketers applying the technology.

Here are a few guidelines.

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