Are You Underusing Your Marketing Automation Tools? Here’s How to Fix That

Staff Reporter

Shefali Shetty explores why many marketers fail to leverage marketing automation tools fully. The post identifies three types of users: power users, passive subscribers, and accidental adopters. With 54% of marketers admitting to underutilization, the author highlights common causes like incomplete setup, technical skill gaps, and fear of errors.

The article offers a detailed audit framework to identify unused features across email, CRM, and personalisation workflows. It emphasises aligning automation strategies with business goals and assigning clear platform ownership. Drupal is positioned as a powerful automation enabler due to its API-first architecture and integration capabilities.

AI is presented as a force multiplier, enhancing lead scoring, auditing workflows, and surfacing optimisation insights. The post concludes with a reminder: automation only delivers value when driven by clear strategy, ownership, and continuous human oversight. Overall, the piece is practical, well-structured, and offers actionable guidance.

Reference: Underusing Your Marketing Automation Tools? Get More out of What You Paid For by Shefali Shetty, Specbee (5 August 2025)

Marketing Automation

Drupal CMS

Marketing

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