Why Use Marketing Automation

The proliferation of digital channels and devices has made it challenging for marketers to accurately target prospects with the right messages, on the right devices, at the right times. Prospects are managing more of the buying process themselves, creating decision shortlists by researching brand websites and social channels without ever speaking to a sales rep. As … Continue reading »

Why Use The Buyer’s Journey Instead of Campaigns

The campaign has been the workhorse of marketing for decades. These short-term, one-way promotional initiatives from a brand to customers have typically been brand-focused versus customer-focused. Campaigns can successfully drive sales — at least in the short term. They also are relatively easy to measure in terms of ROI. But in the last 15 years … Continue reading »