On their own, Marketing Automation Platforms are one-way communication tools. They can talk at your audience, but they leave much to be desired in moving leads through the funnel. It's the difference between an announcement over a PA in a store and a one-on-one conversation with a customer browsing the shelves about their needs and wants. If you've only got the megaphone, you're missing the ability to engage the buyer on their terms. Read on.