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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. 

7 Steps for Selling with Empathy

Consultative selling—bringing empathy and humanity into sales—is a more meaningful and effective way to connect with customers in times of crisis—and in calmer times, too.

Why Marketers Should Make Brand Building a Priority in 2020

Modern marketers need to balance their efforts in securing quick sales wins with strategic brand-building initiatives, which will pay off in the long run by securing consumer loyalty and driving future sales.

Digital Transformation’s Secret Ingredient: Ambitious Marketers

Now is your time to rise to the occasion, answer the call, and bring forward ideas that drive omnichannel personalization in real time and put the empowered consumer in the driver's seat.

4 Dos, and 3 Don'ts, for Closing Deals Over Email

There's so much value you could be getting from email, especially in the sales process, but it requires a new mind-set and intentionality. It's time to change your relationship with email.

Why Customer Re-engagement Has Become More Valuable During COVID-19

User acquisition is an important part of the conversions game, but what companies could be missing in their marketing campaigns during the COVID-19 pandemic is the opportunity to retarget users who are more accessible and available now.

Customer Loyalty and COVID-19: Make Loyalty Your Top Priority Before It’s Too Late

Every business should be questioning how customers' loyalty has changed since the pandemic began and looking for ways to stem customer attrition. Personalization can be a powerful contributor to customer loyalty and guard against customer churn.

3 Ways Marketers Can Continue Generating Pipeline

Insights are mission-critical to driving revenue teams, and these three types of insights help you put limited resources to work and avoid potentially tone-deaf messaging in your outreach.

5 Rules for Customer Engagement in Challenging Times

Sales is about much more than the dotted line. In this environment, the customer's end-to-end journey with you is beyond crucial. Here are some best practices to help guide your customer journey through the crisis.

Machine Learning Is Your Secret Weapon for Customer Acquisition

A CRM solution that includes machine learning adds the ability to access predictive analytics, automate email marketing campaigns, and drive customer transactions.

Forget Customer Experience—Customer Care Is the New Way Forward

If you want to reap visible results in the form of customer retention, loyalty, and, ultimately, sales, customer experience has to be replaced with customer care as its proactive, more human-like version.

3 Ways to Tie Artificial Emotional Intelligence into the Customer Journey

With so many interactions having moved from face-to-face to online, it has become more important than ever to be able to gauge emotions from afar. Today's AI is increasingly up to the task.

6 Steps for Keeping Your Marketing Creative Teams from Running Amok

Following the Strategically Aimed Marketing process enables creative people in any type of business to stay on track and deliver their best work.

4 Tips to Reignite the Spark With Customers During Uncertain Times

It's easy for longtime customer relationships to become stagnant. Just like personal connections, these relationships require focused nurturing to thrive.

8 Business Ideas to Engage Customers Right Now

To remain strong and prepare for the other side of this crisis, what can a business do today? We offer these eight ideas, even a couple that dip a toe into promotions, to help cut through customers' in-box clutter and help your brand stay relevant.

Content Localization 101: 9 Tips for Delivering the Right Message to a Global Market

In uncertain times, making sure you're getting your message across in the right way is critical. Here's how content localization can help ensure you're reaching your audience, not alienating it.

Happier Together: 4 Steps for Merging the Customer and Employee Journeys

Despite the growing attention to customer experience, one component is still commonly overlooked: the employees responsible for delivering it. Zippering customer and employee experiences together creates an all-around stronger and more integrated business model.

3 Tips for Creating a Solid Customer Success Initiative

By making customer success a top priority, you'll drive customer value, identify hidden opportunities, and pinpoint sources of friction and respond with solutions that benefit your entire customer base.

The New CRM: Proactive Relationship Management

Artificial intelligence can turn customer relationship management into proactive relationship management, giving sales leaders greater visibility and better forecasting and revolutionizing the relationship between salespeople and technology.

4 Keys to Building a Strong Sales Enablement Program

Establishing a sales enablement program strengthens the bond between marketing and sales, which compresses sales cycles, increases conversion rates, and drives growth. Even the newest salespeople will be surprised at what they can accomplish.

How to Bridge Marketing's Digital Divide

By adopting an agile approach and eliminating the silos that separate people, technologies, and data, you can nurture a marketing ecosystem that is well suited to achieve the seamless, insight-driven, omnichannel experience to which we all aspire. The second in a two-part series.