Finding ways to spend marketing money isn’t hard. Determining which ways actually work is.
That’s why James Grant, customer success manager for Alliance Wireless Communications, of Kingston, Ont., uses marketing automation software to track every demand generation move he makes. Hubspot, the tool he favors, provides detailed reporting on each link clicked, video viewed, and white paper downloaded, allowing him to continually refine his promotions and funnel more cash to the most effective ones.
“It’s a lot of trial and error, but the data you get back is huge,” says Grant.
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