It's no secret that marketing automation is a high-growth industry. Yet it's also clear that many B2B marketers struggle to achieve the ROI they expected to get from their marketing automation investments: According to an often-cited 2011 Focus Research study, half of all companies say they haven't realized the full value of their marketing automation investments.
What separates the successful marketing automation users from the pack? According to many experts, it often boils down to a matter of timing – or, rather, of cadence.
"Cadence is commonly confused with frequency" in marketing campaigns, said Jessica Meher, Head of Enterprise Marketing at HubSpot. "Frequency is simply how many times emails are sent, whereas cadence is the 'pattern' of email – it includes the number of emails sent, the spacing between emails, the content sent, and the audience receiving the email."