From automated and personalized responses to dynamic and relevant content to a 360-degree view of constituent behavior—marketing automation tools like Salesforce’s Pardot and Marketing Cloud allow you to communicate at scale with your users (members, donors, volunteers, employees – take your pick!) with ease. Perhaps more now than ever with COVID-19 keeping your audience at home, marketing communication is digital and digital only. Understanding your users’ needs and sending them only the information they need at the time they need it is the way to ensure that conversions continue. Customized scoring and grading rules, along with list segmentation and automation rules, allow you to make highly targeted communication decisions backed by data. Leave with an understanding of marketing automation best practices for organizations, ideas for implementing or improving a marketing automation plan, and real-world examples of how Salesforce.org Premium Partner Fíonta’s clients have used marketing automation to increase their ROI on marketing, fundraising, and member initiatives.