We’re about 10 years past marketing automation’s advent, so most business leaders are familiar with the ROI to be gained in automating top- and mid-funnel marketing touchpoints. But while 40-50% of companies have invested in an automation platform, a staggering 85% percent of B2B organizations report not using their platform to its full potential.

We think today’s Black Friday Shopper is very different from what we saw on ABC and NBC News. She is a smart, mobile-savvy, well-researched consumer who seeks value based on real information and the opinions of the people and brands that she trusts. Let's take a look at the Real Black Friday Shopper.