Marketing Automation > Viewpoints

Marketing automation and Customer Relationship Management (CRM) can help organizations build better relationships with customers, both new and old. Explore tools, techniques, and marketing automation platforms for analyzing and responding to customer behavior with unique marketing. Browse our latest marketing automation news, analysis, and advice. 

How Analytics and AI Make Efficient Sales Reps

Big Data and AI can be powerful tools in the sales landscape, creating more time for sellers and more revenue for your company.

3 CRM Features That Could Overcomplicate Your Business

Your small business should understand what it needs from a CRM system, and what it doesn't.

5 Ways Small and Midsize Businesses Benefit From Structured Data

The not-so-secret sauce in this year's recipe for SEO success is something called schema, and here's why you should incorporate it into your marketing strategy.

Will Your Customer Relationships Survive Infidelity?

Consumers are more disloyal today than ever before, and this presents an opportunity for brands to break the traditional mold and embrace disloyalty.

3 Ways to Become a Data-Driven Customer Success Manager

The best customer success managers drive profitability for their company and their customers by helping to define best practices, identify patterns for meaningful upselling and cross-selling, lending input on relevant content creation, and making customers advocates for their products.

Best Practices for Getting the Most Out of Customer Feedback

Your customers have exactly what you need to know about your business. What's better than getting the opinions of people who are actually using your products and services?

7 Cultural Changes That Matter for Your Company

These seven pillars of company culture directly affect how much employees like their jobs, and how well they do them.

3 Ways Customer Data Platforms Can Help Rescue Retail

Now more than ever retailers need to harness the most valuable tool they have at their disposal—data.

How ‘Trigger Systems’ Can Maximize Your Multichannel Marketing

Have road maps in place to optimize the reach of your campaigns across multiple channels.

With Email Campaigns, How Much Personalization Is Too Much (or Too Little)?

For the best results, B2B sales emails need to find to find the sweet spot of personalization.

3 Tips for Winning Customers with Emotions

Involving customers early and often in the customer experience design process can reap big rewards.

7 Steps for Making B2B Marketing Content Count

It can be hard for B2B marketers to cut through the noise. Here's how to make content more strategic, generate greater ROI, and reach prospects at every stage of the sales funnel.

The 2 ABM Questions Revenue Teams Need to Answer

When sales and marketing teams tackle these questions together, they'll have a much better chance of targeting the right people, with the right message, at the right time.

Need to Demonstrate—and Increase—Trade Show ROI? Prioritize Clean Data

Ensuring you have clean CRM data to work with is integral to understanding whether a trade show will have the desired ROI. The following best practices set you up to successfully manage the data quality process pre- and post-show.

How to Be a Data-Driven Advertiser While Still Protecting Your Brand

Every marketer wants to protect the brand, but sometimes, advertising tests can reveal that a brand's guidelines are actually suppressing results. Here's how to develop a creative testing plan that appeases both brand-driven priorities and data-driven advertising.

5 Mistakes that Cost Digital Marketers this Holiday Season

Here's how to avoid limiting your online revenue potential during this key sales period next year.

So Who’s Really Responsible for the Customer Experience?

The customer experience is more important than ever, but ownership of the experience has never been so ambiguous.

How to Build a Culture of Digital Transformation

The real-life practicalities of digital transformation are significantly less about tools and data and more about the humans who employ them.

3 Keys to Using Chatbots for Customer Engagement, not Aggravation

Chatbots can provide great value to both your customers and your business—but not if they lead too often to frustrating experiences.

4 Ways Retailers Can Maximize Their Holiday Sales

With online shopping only getting more popular, the in-store experience has to be up to the high expectations of today's customers.