B2B Marketing is competitive -  we all know that. You just have look at any of the Lumascapes available online and you'll notice just how many B2B tech companies exist - and how many of those have come about in recent years. In a world where personalisation plays such an important role in customer experience, it's vital that Marketing Automation doesn't overtake the importance of having a human touch.

We regularly get briefed on vacancies for a sole marketer who will be responsible for all channels and processes, which is where the issues start and ultimately when automation takes priority, due to the lack of the Marketer's time to deliver. Whilst this can't always be avoided, especially within the start-up scene, Marketers need to find the balance between automating process and adding real value to customers, on a personal level.