youtu.be www.apg7.com B2B Marketing Automation Shelfware It seemed Like a Good Idea at the Time But when the reality crashed into the great idea the b2b marketing automation platform turned into one very expensive email engine with the eventual day of reckoning for not having put it to more use. B2B Marketing Automation is Hard In fact it is so hard and the marketing department is so busy that some say 70% of marketing automation platforms are just very expensive email engines. Here is what I hear over and over again: • I’m going to start next month • I’ve got to get one campaign out before the next board meeting • I’m coming up on renewal or budget time; how am I going to make a case to keep this going • This thing is too complex • We never have enough time • We don’t have enough data • We go from one fire drill to the next • We’re just not sure where to start • Nobody owns it • Everybody owns it All Good Reasons Like my business performance expert friend Dick Haab says; there are either reasons or results when its time for accountability. Ouch Are You Stuck? What can you do to break the log jam and get on with it? The number one thing is to just get into action. Sure, a bit of planning is essential. Most plan and plan and plan and never get into action to execute campaigns and deliver the b2b lead generation your sales team is hungry for. The Key to Action We call it -butt on line-. This just means that you either assign to yourself or someone else the accountability …