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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. 

Relationship Marketing and the Art of the Post-Purchase Marketing Funnel

The sell doesn't end after the sale. Here's what agencies should do to keep customers engaged and invested in their products.

Why You Need a 360-Degree Customer View

Brands that can maintain a 360-degree view of customers are able to thrive in the new data-driven climate and provide a superior customer experience.

How an Open Standard for Data Sharing Benefits Retailers and Consumers

There's an opportunity for a win-win situation among retailers and customers if agency and data control is returned to the consumer, which would mean greater privacy while also giving brands a greater understanding of who is buying their products and services.

The Real Truth About Partnering with Customers

What is it to partner with a customer? What does it require and what does it produce? These are increasingly vital questions to ask and answer in today's complex world and business environment.

Why Your Marketing Content Ranks High but Your Content Experience Ranks Low

High-quality content will have less of an impact if the experience around it is poor. Here are two common problems and ways to avoid them.

5 Factors for Balancing Automation and the Human Touch for Superior CX

It's a question of balance: Navigating properly between automation and the human touch can create impactful customer experiences at scale.

All Marketing Should Be Like Developer Marketing

Making your product or service the solution to their problem works with the development community. Why isn't this authentic and informative approach applied to all types of marketing?

5 Strategies to Improve Marketing Effectiveness This Year

Businesses need to look for innovative ways to measure and optimize marketing effectiveness across channels and up and down the funnel.

How B2B Businesses Can Successfully Move to a D2C Model

As more consumers conduct business online, more companies are striving to cut out the middleman and engage end customers directly.

Why Your Business Needs a CX Shakeup, Stat

Customer and company perceptions still don't match up.

4 Trends for Personalizing the Consumer Experience

Adapting to the new normal means embracing key tactics that can enhance digital marketing and help you reach your target audience.

AI’s Untapped Potential for CRM—and Why It Starts With IT

AI for CRM has evolved in a huge way, and it's time for IT to know about it.

Meet Customer Expectations Now with Experiential Sales Programs

Engage prospective customers by developing a hands-on product experience early in the buying cycle, with technologies like 3-D or virtual reality or with hybrid physical-digital events.

CRM Integration Equals Better Cross-Team Collaboration

Having an integrated CRM will reduce organizational silos, save time, and provide in-depth customer understanding across teams. Plus, 4 key business areas to focus on first.

4 Best Practices for Knowing Your Customers as Well as They Know You

A decade of investment in customer engagement solutions has not paid off for most businesses. In fact, things have gone backwards. Here's why and how to fix it.

5 Reasons Why Customer Service Is a (Often Missed) Path for Marketing Conversions

Customer service is the core function that truly moves customers to promoters. There needs to be more strategic thinking about what customer support can be.

How Marketers Can Turn Their Super Bowl Influencer Ads into Touchdowns

Influencers with loyal followings can serve to validate the brands they advertise, which ideally translates to increased brand engagement and sales. But influencer inclusion alone won't strengthen an ad's effectiveness.

Using Data, AI, and Customer Engagement to Create the Total Experience

Information-driven systems can bring the complete customer experience into existence by connecting every dot of data and putting it right at the fingertips of your employees—sales teams, marketing teams, support teams, operations, developers, and more.

Is the SaaS Architecture Broken for Consumer Privacy?

The basic SaaS architecture we've all come to depend on could have a major flaw when it comes to protecting consumer data.

The New Role Product Marketing Plays in Content

Though leadership has its place, but here's what prospective customers always have time for: content that solves their problem.