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. 

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.

Cyber Monday Is No Longer Just for B2C Companies

While Cyber Monday has become the biggest online sales day of the year for consumers, how can B2B companies fit into the conversation?

4 Tactics Every B2B Marketer Needs to Embrace

As B2B marketers embrace digital transformation, they should look to the following ways to engage with customers and prospects.

4 Ways Video Can Strengthen Your Bond with Customers

Here's how to harness the benefits of video content to advocate for your customers and aid them in their success.

Marketing Is Obsessed with Technology. Here Are 3 Reasons This Needs to Change

Marketing is increasingly making technology the star of its show, instead of keeping it in its rightful place: a strategic, supporting role. Here's why this is dangerous.

Great CX Relies on Clean, Robust Data—and Master Data Management Can Deliver It

Creating meaningful experiences, which is fast becoming a company's best way to stand out, starts with harnessing trustworthy, contextually relevant data.

5 Best Practices to Keep Your Best Customers

Retailers need to look at analytics and life-cycle-based treatment recommendations to predict, plan for, and grow these crucial relationships.

4 Things to Do if Your CRM Stalls Short of True ROI

You've spent a small fortune but your CRM is still mostly a glorified contact list. Here are some steps to take.

Why Small Businesses Need a Complete CRM

An integrated platform can save SMBs money and lead to stronger ROI and a better customer experience.

The 6 Habits of the Modern Chief Marketing Officer

Changing times call for changing behaviors, and the shifting expectations of marketing's purview has transformed what it takes to be a successful CMO.

Sales Enablement vs. Sales Engagement: What’s the Difference, and Why You Need Both

Though each has its own focus, both work toward the common goal of helping reps win more sales.

For Retailers, AI Is the Customer Care X-Factor

Turning comments and sentiment into structured data requires a balance of human intelligence and artificial intelligence.