Marketing has become more automated. And in many ways I am guilty of it too.

I cut corners to save time in developing relationships.

Successful marketing, I am told, is achieved by tools and bots that automate the process of engagement.

BUT: In my heart I know I will never establish a genuine relationship, particularly in a business to business environment, by being a machine. Genuine relationships are built on:

Know – Like – Trust

I believe that successful marketing finds the knife edge of the split between the two approaches.

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