While marketing technology has made substantial progress from the batch & blast segmentation days when companies like Unica, Teradata, and Infor ruled the world, today’s current rules-based marketing automation approaches have serious scale and manageability limitations.
Rules-based marketing automation may work fine for B2B companies, but it falls short for B2C companies. Today's marketing automation tools require marketers to spend their days manually managing and optimizing hundreds or thousands of campaigns instead of focusing on the strategic or creative parts of their job.
As such, there remains a big disconnect between today’s current tools and those needed to successfully enable a digital transformation to evolve companies from running their businesses reactively to running them predictively.
Learn more about the limitations of today's tools:
A/B & Multi-variate Testing