Survey Re-enforces Need for Content to Drive Marketing Automation Success

Ah, content. The headache that keeps on giving. We've referred before to the challenge of creating adequate content to meet the demands of multi-track communications enabled by marketing automation. Now a new survey from DemandGen report and Manticore confirms content, as well as the need for adequate processes, training and expectations, is a determining factor in the success of a marketing automation platform.
Marketing Automation: Lessons from the Trenches, notes: "Preparation respondents pointed to the critical role content plays in the ongoing success of marketing automation. For example, a tip from one early adopter said: “In preparation, inventory your content and align the content to the early stages of the sales cycle – like educating what the suspect can do with your solution.”
Although the sample of around 50 respondents is small, this report is a worthwhile read to anyone thinking about implementing marketing automation or looking for guidance on improving the ROI from their existing platform.