Summary

Building a public-facing site Marketing Automation is its own discipline, and can be so complex that many organizations have entire teams of people doing nothing but Marketing Automation management. While many aspects of Marketing Automation are truly automated, it still takes human input to create content, ensure it makes sense for the associated audiences, set up content for dynamism and reusability, and assess metrics gauging what comes out of those marketing efforts.

Marketing Automation can take on a lot of shapes and sizes, and you should always assess your communication landscape to determine which tools will work for you and your clients. Depending on your needs, there are plenty of pre-baked solutions that can get you started. We always recommend starting with basic journeys and analytics collection, and as your organization scales and accumulates more data, you can expand how you collect and experiment with your marketing.

In this chapter, we reviewed the following...