So while marketing automation software enables the user to set rules, nurture leads, and coordinate engagement across multiple media and communication points simultaneously, it doesn’t allow marketers to sit back and relax or become lazy. Marketing automation supplements your existing sales strategy; it doesn’t replace it.

Marketing automation is an extremely powerful tool that can help streamline processes and increase efficiency. However, it is a tool, and like all tools it is most effective when used by an experienced person. A really good marketer can get phenomenal ROI through the use of marketing automation.

Good marketers are vigilant; staying constantly aware of all the messages they put out to their audience. One of the amazing things that marketing automation does is that it allows marketers to keep track of messaging at an unprecedented level of specificity.

What did we say on Facebook? Who liked it? Were emails sent out to the right leads? All of this information is made accessible to the user; ultimately empowering them to make the right sales moves. But without the right ideas, without creative thinking and sustained effort on the part of marketers, marketing automation can never do what it’s meant to do.

Key Takeaways —marketing automation does make your job easier. It can save time other wise spent on menial data entry. It can help you keep track of sales efforts and nurture leads. It can empower you with the analytics required to make good sales decisions. But you can’t just expect the software to solve all of your business needs; you’ve got to make it work for you.