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The key to success among the failure is often one of the biggest challenges modern businesses face: clear messaging and how to attract and maintain relationships with your customers.

How do you create an automated sales process that feels frictionless for even the most skittish of prospects? Contrary to popular belief, the key isn’t hiring better salespeople––it’s using the best software available. And it all starts with a high-quality Customer Relationship Manager, or CRM.

When people come to me looking to improve their marketing, they say things like, “I think we need a website redo,” “I think we need to show up on searches,” and, “Maybe we need social media?” What they don’t see is that they’re facing a communication issue, instead.

The #1 goal of marketing automation is to get your potential customers’ information. These names and email addresses are like gold nuggets for your business. And HubSpot, has a large suite of tools to help you automate your website.

How do you get that potential customer to pay attention to you considering all their other options? You put out content—yes. Even if it’s bad—that’s focused on how best to help people looking to solve a problem you’re an expert in.