While some bedrock truths remain, the landscape for marketers has shifted dramatically in just the past few years with the advent of marketing automation. Marketers just ten years ago couldn’t have predicted the meteoric rise of mobile. Twenty years ago,…
Your marketing automation vendor can tell you everything you need to know about the system’s features and capabilities, but what about the details you want to know? Every major technological leap has brought its share of surprises to early adopters,…
Account-based marketing, or ABM, is ideally suited to B2B sales. The extended sales cycles, multiple layers of buying authority, and years-long customer relationships are perfect for an account-based approach. Despite that, many B2B marketers have found optimized, fully effective ABM…
The average professional gets more than 100 pieces of business email daily. How many of them ever get read is a different story and a much smaller number. The numbers of click-throughs on banner ads is even smaller – at…
If you only have a hammer, every problem is a nail. With marketing automation, you have the opposite issue – you have one of the largest and most powerful tool-sets available, and that can sometimes make it a challenge to…
Marketing automation does a remarkable job of reducing errors and eliminating busywork for businesses that use it. With automation technology, you’re able to connect with customers one-on-one and build better relationships with any number of leads at once, something marketers…
Marketing automation is a future technology that’s here today, but that doesn’t mean it has stopped evolving. In its first incarnation, automation was fairly simple, allowing users to target offers more effectively and track leads as they moved through the…
Do you reshape your business to the software it uses, or do you expect the software to adapt to you? Chances are, you picked the latter; it only makes sense to customize technology to suit your business needs. Marketing automation…
Marketing automation is capable of transforming how you do business, but as with any new technology, it has a learning curve. One of the mistakes some companies make when installing marketing automation software is assuming that “automated” means “we don’t…