Marketing automation platform offers multiple features and a wide-ranging list of potential benefits to users. But if you’re not using Marketing Automation to the full extent of its capabilities, you’re not maximizing your investment. Getting the most out of investments in advanced technology platforms is a struggle for most of the companies. There are ’n’ numbers of stumbling blocks that you may encounter, such as: lack of staff or high turnover, lack of processes, poor data, and more. But can you really afford to only use part of a high-cost application? There’s more to Marketing Automation than just great e-mail campaign management. In order to maximize your engagement opportunities – and your ROI – you need to maximize your use of everything Marketing Automation has to offer.

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In this blog I will provide my perspective on the challenges B2B High Tech marketers face to drive conversion, and best practices to improve your customer engagement initiatives that lead to higher conversion rates. I will also share some strategies organizations apply to drive conversion. There is no silver bullet to improve conversion, but improving a few areas will provide results. Some of these include:

• Digital technologies that drive conversion
• Dynamic personalized experiences
• Multi-channel engagement
• Improving call to action
• Continuous testing and optimization
• Creating communities to engage audience

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Email gets a bad rap, but remains an extremely effective and affordable marketing tool

What do you think of email marketing?

People consistently say, I don’t like spam; I don’t read email from companies selling me stuff; email is intrusive; or, my inbox is already too crowded, so why would I want more?

While each complaint has some validity, email is still one of the most important tools marketers have.  There are many reasons why: it’s measurable, easy to test, easy to improve and refine, customers have asked for it, it is easy to segment and it is cheap. And, when it’s done right – when an email offers value and/or a relevant message – people do actually like receiving them, no matter how crowded their inbox is.

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