For decades, marketers have been in overdrive to keep up with fast-paced innovations in marketing technology. In the beginning, an impersonal email blast to cold leads might have brought marketers results. However, consumers evolved and so did marketing technology. Prospects, bombarded with digital advertising, wanted more personalized communications and thus, marketing automation was born. It allowed marketers to migrate from an impersonal “one-to-many” strategy to a personalized “one-to-one” approach, without devoting more time to the effort.