Marketing Automation Articles, Analysis, and News

Extending International Reach Doesn’t Guarantee Marketing Success

Companies need to balance potential opportunities with numerous challenges when expanding beyond their borders

Paul Korzeniowski // 28 Jun 2018

With Interactive Marketing, Digital Outreach Becomes Bidirectional

Companies can better respond to customer clicks and contacts to deliver more appealing offers in real time

Mary Shacklett // 01 Jun 2018

Machine Learning Reshapes the Marketing Landscape

Emerging solutions provide marketers with insights into program effectiveness, but they require a high degree of skill to fine-tune

Paul Korzeniowski // 01 May 2018

Making It Personal for Every Customer

While personalization for a small group of customers is simple, achieving personalization at scale requires a combination of strategy and technology

Sam Del Rowe // 01 Dec 2017

What Start-Ups Can Teach Enterprises About the Customer Life Cycle

Enterprise marketers need a serious wake-up call on the need to create transactional and triggered email experiences that realize the full revenue potential of their most important customers—those they've already won.

Matt Harris // 14 Aug 2018

Earning Consumer Trust Starts with Building Genuine Connections

To address the growing gap between brand message and public sentiment, the industry must hit the reset button, get back to its roots, and work to better understand, engage, and win consumers.

Steve Mast // 31 Jul 2018

Sales Metrics Should Focus on Measuring Relationships, not Activity

Sales organizations should build on the most human of metrics, with the help, ironically enough, of artificial intelligence.

Steve Woods // 12 Jul 2018

Reaching, Interacting With, and Measuring Today’s Empowered Digital Consumer

With so many touchpoints and channels to choose from, consumers have more knowledge and control than ever before. But the always-connected digital customer gives marketers unprecedented opportunities as well.

Manu Mathew // 09 Jul 2018