For many marketers, the promise of marketing automation solutions seems unattainable. They’re too expensive or too complicated to learn. I dispelled those myths and a number of others in OutMarket’s “Modern Marketing Manifesto.” Today, I want to dispel another myth: marketing automation is a silver bullet. Implementing automation software won’t automatically increase engagement and conversions. To achieve those results, marketers have to optimize both their marketing automation and communications. Optimization can be thought of as a blend of art and science. Combining the two ingredients within a marketing automation suite produces better customer experiences and more awareness, leads, and revenue.