It’s important for marketers to keep abreast of the new innovations in our field. Marketing automation software is one of them, and as we explore how to apply it to our marketing activities, it’s critical to understand how it works and the true value that it provides.

Below is part two of the Software Advice website’s two-part whiteboard session with Carlos Hidalgo, CEO of Annuitas Group and Executive Director of the Marketing Automation Institute, discussing the role of marketing automation in demand generation and lead management.

Highlights:

• Marketing automation – or any technology – will not produce a demand generation strategy or a lead management process
• Marketing automation can support both, and is the technology to enable them
• Marketing automation helps automate content distribution