Automating certain activities can support marketing teams in increasing the efficiency of their work. Companies are eager to seek those productivity gains as they are looking into tech investments. According to Forrester’s estimates, total spending in marketing automation will exceed $13bn in 2023 and 64% of last year’s ad buying were done programmatically. But there are also certain challenges coming along the way. As a short survey with the workshop participants revealed, delivering a human-like personalization and driving engagement on automated content are perceived as the biggest challenges. In this report, you will learn more about Diennea’s approach for automating throughout the customer journey, STMicroelectronics’ approach for generating marketing qualified leads and some practical advices for search automation.
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