What is Marketing Automation and Why Should Your Organization Care?

By Frank Cowell, an EO San Diego member and president and creative director of Elevator

Somewhere along your marketing journey you’ve probably heard the term “Marketing Automation” bandied about. But if challenged, could you answer the question “what is marketing automation?” Most experienced marketers would lie; they’d say “yes, I can”. But, truly, defining marketing automation is a bit of a moving target and you’d be hard-pressed to reach consensus on the matter.

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