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TRACE SHELTON, editor-in-chief of INSTORE Magazine, and Jim Ackerman of Ascend Marketing got into the nuts and bolts of marketing automation, which is the process of automating a series of client interactions — from email to phone and text messages — through computer software. The automation is highly customizable and can be set up for various types of customers and at various stages in the buying process. Ackerman talked about how and why customers are buying the way they do in today’s marketplace, and why multiple contacts are so crucial to turning leads into buyers. The webinar also covers the various softwares available as well as appropriate content for customer contact.

Ackerman is a marketing coach, providing a variety of marketing services to jewelers as well as customizable turnkey marketing products through jewelersmarketinggems.com. Ackerman has spoken at most major industry events and has been published in the industry’s most prestigious trade journals, including INSTORE. He created the Principle-Centered Marketing Coaching Program, wherein he and his team of marketing coaches work one-on-one with jeweler clients to help them develop their marketing and advertising know-how and “do-how.”

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at trace@smartworkmedia.com.

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