Marketing Automation Does Not Automate Lead Generation
It’s amazing how often we are asked about marketing automation and how it can be used to automate a company’s marketing. Unfortunately, that’s not how it works. Marketing automation is about developing a lead you have generated, not about generating the actual the lead.
As a young child, when asked to clean my room it was not uncommon for me to do the least amount of work and sweep the dirt and dust under the bed or carpet. At first this was a fine solution. I quickly finished the dreaded chore and was back to playing. And then one day my mom looked under the bed. Needless to say, it was a game changer in my home.
This is a question that I am frequently confronted with by people who have documented their brand. They understand the importance of becoming clear on ‘who’ their company is, but they don’t know what to do with it when they are done.