Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth. Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc., expose information indirectly to a large audience. Pull-based content marketing is a shotgun approach. You’re firing at a flock of ducks, hoping you might hit a few. Many marketing professionals argue that marketing automation technologies enable them to drive engagement by monitoring how specific individuals within their target audiences react to their c
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