As is the case with all new tools and technologies, the process of adopting marketing automation can present challenges. This chapter considers the problems most often faced by marketers and provides pointers on how to navigate them. It covers:

  • Integration: How do marketers describe the level of integration of their marketing automation solutions with the rest of their technology stack? What steps can marketers take to ensure their systems work together in a complementary way?
  • Communicating with care: With consumers increasingly aware of how their data is tracked and used online, and wary of overly personalised, ‘creepy’ messages, how can teams plan a communication strategy that is appropriate and effective?
  • Content: Marketing automation requires a greater volume of quality content to function. What approaches are businesses taking to create enough content to feed the marketing automation machine?