Incorporating a marketing automation system makes taking the "personalized approach" easier than ever, says NetProspex Vice President of Marketing Maribeth Ross in this interview. "One of the best practices I've seen associated with that is making sure that any customer communications come directly from either their account manager or assigned salesperson. You can still send it out through your marketing automation system, but you want to make it look like it came from an individual, [as opposed to] a larger e-mail program sent to many people," she says.
Personalization is key to B2B communications, marketing exec says
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