Andy MacMillan of Act-On: Marketing Automation Adoption is at its Tipping Point

Because of the unrelenting amount of content being created, and the constantly shrinking attention spans customers have, marketing automation tools are more popular than ever. But even with that being the case, it’s estimated that as few as 7% of US-based companies are using marketing automation software.

Andy MacMillan, CEO of marketing automation service Act-On Software, discusses why adoption rates are so low today, why he feels adoption rates are on the cusp of exploding, and the role MA is playing in customer retention.