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However, there has also been a high failure rate with marketing automation adopters. Why?

Because marketing automation projects fail when marketers do not have a sound implementation strategy. What should you do?

Do not focus on the technology, instead focus on your goals. 

• Focus on the prospective buyer and the process as to how he/she purchases.
• Enable your marketing programs to dove tale into this process
  

Compare which social networks are being used by which demographic.