Executive Summary
How Marketing Automation Transforms Your Marketing in the Age of Conversation
Market and Vendor Overview
Today's marketers are consistently challenged to do more with less. Faced with an explosion in digital and social channels and an empowered and demanding customer base, marketers are turning to marketing automation software to manage, measure and scale their digital efforts.
The first generation of marketing automation software delivered significant value to those willing to invest in the solutions. However, changing market conditions have placed pressure on marketers and vendors alike, and a burgeoning range of vendors, features and functions adds a layer of confusion, obscuring the benefits offered by marketing automation.
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