Business publisher Crain Communications successfully used marketing automation to drive a turnaround in revenue for its insurance industry publication. By integrating content creation for customers into its marketing automation, Crain was better able to pair appropriate content with the right customer and audience, generating roughly $550,000 in new advertising revenue. "It's thinking holistically about how a marketing automation program fits into the overall marketing approach," said Steve Susina, Crain's director of demand generation services.

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