Marketing Automation tools are extremely easy to use. Most platforms have a very intuitive UI, can be implemented with a minimum of training, and if used correctly can bring amazing results in a short period of time. So the purpose of this article isn’t to scare you into not using Marketing Automation. Pressing the wrong button won’t blow up your office, or alienate your customers, or wipe millions off of your balance sheet. You can relax.
However, Marketing Automation should be approached as an investment. All the premium platforms come with a monthly subscription cost (usually billed annually), and many have set up fees of £2,000 or more, so you should think it through and probably talk to a marketing expert before you sign up to something.