Marketing automation promises a revolution in lead management. Yet many companies experience bitter disappointment when the expected success fails to materialize. The reason is often a fundamental misunderstanding: sending five emails in a row is far from being a...

How do many marketing automation projects work in practice? The impetus for the introduction of marketing automation platforms often comes from marketing. This is because the management and sales departments don't really understand the impact. And since it somehow has...

How am I supposed to get exactly the customers I want if I can't name them and haven't defined them in detail? Digitalisation has changed how (potential) customers search, decide and buy. But it also harbours many opportunities in marketing. In order to take this into...

Introduction Digitalisation has fundamentally changed the way companies interact with customers. Especially in the B2B sector and for complex offers that require explanation, it is essential to develop a well thought-out digital strategy for marketing and sales. But...