Automation is a critical component of modern marketing that enables timely, relevant, and personalized customer communications at scale.

It is so ubiquitous that many marketers see it as a tool or tactic that helps bring their campaigns to life, rather than a strategy itself. This may not cause any near-term headaches when marketing automation is being used sparingly. But as you increase the number and complexity of campaigns and your customer base expands, marketing automation without strategic direction can negatively impact the customer experience, and your bottom line.

In this article, we’re getting out of the weeds and looking high-level to demonstrate the merits of a marketing automation strategy, show you how to develop one, and how it can inform existing and new campaigns or tactics. 

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