This week I spoke with Paul Sullivan of Modedaweb, Digital Marketing Agency and Hubspot Partner, regarding the case for marketing automation. In this recording we covered the following topics:

• What is marketing automation?
• Why is marketing automation import to moder marketers?
• What are the main challenges facing businesses that want to adopt marketing automation?
• What sectors is marketing automation relevant too?
• Marketers typically have a hardtime proving ROI. How does Marketing Automation help overcome this challenge? 
• How can marketers overcome budget holder concerns about investing in marketing automation platforms?
• Which teams should be involved inimplementation and who should lead? 
• What are the most important processes to have in place before businesses implement marketing automation? 
• What type of user data is most valuable for marketing automation? 
• Paul's best success to date