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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. 

3 Ways in Which AI is Relevant for SMBs

AI technology may seem inconsequential or out of reach, but today's plethora of connected data means that SMBs can profitably use artificial intelligence with their CRM systems.

Why B2B2C Companies Need Website Localization

As B2B companies generate new revenue using B2C tactics, they're looking to the next frontier: global markets. That means localizing their digital experiences.

Introducing Digital 'Advisory Services': A New Way to Use Visual Engagement to Drive Revenue

Longtime staples of the contact center, visual engagement tools like screen sharing represent a new digital channel for efficiently selling products and services, deepening customer relationships, and growing revenue.

Retain Customers with These 5 Types of Emails

An effective strategy for customer maintenance and retention starts with these tried-and-true forms of outreach.

Uncover More Marketing Opportunities with a Portfolio Value Statement

A PVS can give you a complete view into different aspects of your customer database—including revenue, marketability, and engagement—revealing how your customer base is evolving, and what you need to do to build you bottom line.

How Automation Helps Sales Teams Solve 3 Common Pain Points

Arm your sales team with tools and processes that maximize efficiency so they can focus on the important things: the customer and driving revenue.

Why Marketing in the Digital Age Needs To Be a Two-Way Dialogue

Organizations should take a human-centric, technology-enabled approach to marketing by helping customers shape their own online experiences and understand what their data is worth.

Customer Data Platforms: The Next Evolutionary Step for Marketing Automation

Marketing automation systems, with their limited data and reach, are but a cog in the complex CDP machine that can collect, process, and leverage information through various tools and applications.

Turn Customer Service Calls into Enterprise Knowledge Graphs

Knowledge graphs make speech recognition and text analytics immediately accessible, enabling real-time customer interactions that can maximize business objectives and revenues.

Personalization Is an Outcome, Not a Strategy

It results from knowing who you're targeting, developing tactics for how to engage them, and customizing messaging to make sure you're as relevant as can be.

How Yesterday’s Direct Marketing Evolved into Today’s Customer Relationship Marketing

A person's change of address used to be a major marketing trigger. Now the triggers are everywhere.

4 Signs Your Email Marketing Is Less Effective Than It Should Be

We're in a daily battle for inbox attention. Your email's efficacy and ability to claim some of that attention can go so far as to help your business fly—or flop.

3 Ways B2B Businesses Can Turn Inbound Leads into Customers

Usually, it's the business that is knocking on prospects' doors. When a B2B organization is lucky enough to have prospects come knocking, it should roll out the red carpet.

4 Steps to Ensure CRM Success

CRM works best with a sound sales and marketing strategy, and vice-versa.

How Retail Is Being Revolutionized with AI

AI-driven software has embedded itself into a number of retail processes, from inventory management to customer service, and its use is only expected to expand further in the future.

Digital Process Automation: Harmonizing the ‘Digital Inside’ with the ‘Digital Outside’

DPA, also known as intelligent automation (IA), enables you to design and deliver processes built for the digital world, ones that place the customer—and the outcomes they desire—at the center of every journey.

5 Marketing Lessons Everyone Can Learn From Beer

Customer loyalty is clearly not what it used to be. To thrive in today's intensely competitive environment, beer marketers have grown to rely on these data-driven insights that any marketer can appreciate and use.

Voice of the Process: Don’t Just Watch What Customers Say, Watch What They Do

By capturing and analyzing actual customer behavioral data, you can close the voice-of-the-customer blind spot, understanding consumer needs through their actions.

Introducing the 5 Stages of B2B Sales Transformation

Today's sales environment is a complex landscape of technologies, content, processes, and people all working together to offer seamless, relevant, and personalized experiences. If that doesn't happen with B2B sellers, buyers quickly move on.

Which Metrics Should Be Eliminated from B2B Marketing and Sales?

Marketers weigh in on distinguishing 'vanity metrics' from truly meaningful ones.