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How to Choose and Implement a Marketing Automation Platform

This is the first in a three-part series delving into the process for selection and preparation for CRM + Marketing Automation implementation.

Let’s start with the basics and define what marketing automation and CRM is.

What is marketing automation and CRM?

Most people would define CRM (Customer Relationship Management) system or database of record combined with a process to automate marketing messages based on individuals’ attributes, reactions, engagement and channel preferences. That a long way of saying, “Speak with individuals as individuals in ways that are most relevant to each of them.”

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