First, a startling piece of data: 80 percent of business-to-business marketing executives believe that artificial intelligence (AI) will revolutionize marketing by 2020, according to a recent study. Next, the qualifier (the giant asterisk next to that startling piece of data!): Only 26 percent of B2B marketers are confident they understand how AI is used in […]

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!

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 […]

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.

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.

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 […]