If you’re just getting started with marketing automation, then you’re probably ready to begin learning how you can use it to strengthen customer relationships, improve lead generation, and boost ROI. After all, that’s why you invested in marketing automation in the first place, isn’t it?

The first step to building a truly effective digital marketing automation program is to integrate your email, search, social, CRM, and web analytics systems. From there, marketing automation can help you streamline traditionally manual processes like customer segmentation, email marketing, and campaign management.

Want to become a marketing automation pro? Get started by following [...]

Picture this: You’re a marketer working for a software technology company (this isn’t sounding too far-fetched yet, right?). On a daily basis, you and your team handle your company’s email marketing, lead generation, paid search campaigns, social media accounts, content marketing efforts, and more. When you sit down at your desk in the morning, the only time you stand up to leave is for the occasional coffee pick-me-up, your too-short lunch break, or when the clock finally strikes five. Things are busy — and you don’t see them slowing down anytime soon.

Does this scenario sound familiar? For a [...]

In a B2B marketing environment that has new channels and tactics added almost daily, trade shows are nothing new. But if you think this means your trade show strategy doesn’t need an update, you’re probably wrong.

Although many marketers still favor the tried-and-true tactics of collecting business cards, using paper lead gen forms, and mass email follow-ups, these marketers are quickly finding themselves outpaced and outperformed by competitors willing to evolve their strategies to a more tech-savvy approach.

New marketing tools like tablets and automation platforms have opened the door to a level of lead gen effectiveness and accuracy [...]