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Marketing personas? Check. Customer data? Check. Strategy? Check. Deep understanding of your product or service and the problem it solves? Yep. Empathy for the customer? Absolutely. Sweet marketing automation platform? Of course you’ve got that, too! You’re armed with all of the above—all the things you need to create the kind of nurturing campaigns that blows last year’ ...
Ann Handley recently joined us on a webinar to teach us how to improve our writing. Why would you want to improve your writing if you’re interested in marketing automation? Why is writing important to marketing? Well, if you think about it, writing is the heart of content marketing. And content is the heart of marketing automation. They two are deeply connected.
This is the story of a once-failing Boston appliance company, and how it used marketing automation and other digital marketing tools to radically alter its course. Not too long ago, Boston’s Yale Appliance was losing money. The economy was in the midst of a recession, and, “I’d read somewhere that people will buy some things anyway during a recession—and one of those things w ...
You’re here on this blog about marketing automation, reading about marketing automation. But let’s talk about something non-automated for a minute. Let’s talk about people. Why? Because successful marketing automation programs are steeped in technology, of course. But they also need marketing people — the sort with real blood pumping through actual hearts — to implement mark ...
As an automation-savvy marketer, you are focused on attracting attention, nurturing relationships, and then converting people into customers. (That’s vastly oversimplified, but basically accurate.). But it’s just as important to signal who is not a good fit for your business, right up front at the “attraction” stage. In other words, it’s just as important that we deter as well as attract.