Marketing Automation improves efficiencies and allows marketers to deliver relevant, personal, and timely content that improves the buyer experience. It allows for the ability to understand where a prospect is in the buying process and whether they need to be nurtured or handed off to sales. On top of that when executed correctly, marketing automation has the ability to maximize the impact of your content, improve lead-to-sale conversion rates, drive repeat purchasing, and provide the ability to wow your customers over their entire lifecycle. With that being said, don’t let the word automation fool you. The paradox of automation is that the more you’re automating, the more crucial it is for human intervention.