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Marketing automation has been implemented at many contact centers, and demand for the technology continues to grow.

In fact, the need for marketing automation technology will increase from the $3.2 billion seen in 2010 to $4.8 billion predicted for 2015, based on International Data Corp projections.

It is used to automate such repetitive tasks as generation of sales leads, lead nurturing and lead scoring, as well as customer retention, testing, measuring, and optimizing marketing campaigns, according to a report from Business 2 Community. But human input is also important in the process, the report adds. Human beings can develop “one-on-one relationships” with sales prospects and customers, find information to qualify sales leads, and use judgment to see if a sales lead will actually meet criteria, the report explained.

The article suggests automating more routine experiences, especially if there is room for human error, but using human beings when judgment is needed and relationships are important.

For instance, inside sales staff can call attendees following a customer event, and then find out about them and answer any questions. “Marketing automation is an extremely powerful tool, but you’ll add the greatest impact to your sales lead generation process if you combine it with a human touch,” Business 2 Community reported.