Marketing automation has been around for a little while now, but few marketers fully optimize how they use this crucial technology. On this episode, we sat down with Casey Cheshire, Founder & CMO of Cheshire Impact to learn how to optimize a marketing automation strategy, best practices for aligning with sales, and much more. Casey is also the author of "Marketing Automation Unleashed: The Strategic Path for B2B Growth," a book that digs even deeper into these topics.   Links: Full Links, Quotes, & Notes: http://bit.ly/2DFBTAX   Casey’s Book: https://amzn.to/2rs8k38  Casey’s LinkedIn: http://bit.ly/2rxKZNe  Casey’s Twitter: http://bit.ly/2QXwXPG  Cheshire Impact’s Website: http://bit.ly/33oUEmA    3 Key Takeaways: - Don’t think of your prospects as transactions. - Take a step back every now and then and think about the bigger picture of what your marketing, marketing automation, and overall strategy are. - Make sure your sales team and marketing team are aligned on a common vocabulary.     --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.