The most common cause of marketing automation failure is the lack of well targeted, high-quality content. It takes true marketing expertise to illuminate buyer personas clearly and map messages to personas, buying processes and product lines. Few brands, even the largest, have this expertise in house.

The result is typically relying on a small handful of messages and content in all campaigns. Many companies create one white paper and use it for lead generation, lead nurturing and cold leads. The wrong messages end up in the wrong hands at the wrong time. When an active prospect receives messages about problems they don’t have or products they’ve already decided against, serious damage can be done to revenue.

Via Marteq, massimo facchinetti, Os Ishmael