One of the biggest draws of any marketing automation platform is the ability to create messages aimed at prospects and customers without all of the manual work on behalf of the sender. Marketing departments strapped for resources can now send out emails on Sales' behalf with the click of a button. High fives and fist pumps all around, right? Maybe so, but don't forget this is only half of the story; The other half, of course, is making a personal connection with the prospect.

Social media has lifted the veil of secrecy that has shrouded corporations for years. Customers can now connect directly with reps at some of the biggest companies in the country, including Best Buy, Dell and IBM. The same principle should be carried into any/all automated communications. The technology exists…use dynamic content to deliver relevant content based on what you know about the prospect. Create a nurturing campaign that gives your prospects relevant content. Include a picture of their assigned Sales rep.

By going this extra step, you're ensuring these prospects are actually connecting with your company's people and products in a meaningful way. And that's the beauty of it…using an enabling technology to make your job easier, which in turn will shorten the buying cycle and make for a very happy Sales team.

Now it's your turn. Share your personal stories on leveraging marketing automation to drive more meaningful human connections.

What worked? What blew up?