Effective marketing automation can turn leads into customers

08/25/2011 | HubSpot.com

Marketing automation can make it easier to communicate with potential customers when used effectively, Meghan Keaney Anderson writes. To avoid becoming spam, automated e-mails should give different calls to action that naturally turn a prospect into a customer. It's important to keep evaluating the campaign and integrating social media into the mix so customers can engage directly with the company.

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