5 marketing automation innovations worth leveraging in 2018 - ClickZ

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Marketing automation has driven a lot of hype in the marketing space in recent years, and for good reason. Innovations like Marketo and Eloqua have given companies the ability to scale up their marketing efforts like never before and run multi-channel campaigns that are truly measurable. That said, this is a fast-paced industry – and now, there's a whole new crop of entrants to the martech space that are transforming the way that marketers think about marketing automation. This year, we're seeing a true shift in how marketers think about campaign automation. Instead of designing campaigns aimed to guide prospects through the sales funnel, now companies are looking to design holistic marketing campaigns that aren't just aimed at converting prospects, but also at walking leads through the entire customer lifecycle.