Key Concerns Over Investing in Marketing Automation Price considerations In the decision-making stage, marketers weigh the benefits and costs. Your contact database and volume of communications needs to be large enough to warrant the use of such platforms. For startups and smaller organizations, the high costs associated with a full-fledged marketing automation platform could be unaffordable. Misconceptions about channels covered Some brands, especially in B2C, may be interacting with customers across multiple channels – messenger, social, mobile apps and even offline marketing – and will want all these communications to be automated. They then turn away from marketing automation under a common misconception that it only automates email marketing. Technology considerations An

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