The most important practice is to ensure you're aligned with your sales processes. Marketing departments often get siloed and disconnected from the sales teams they're supposed to be supporting, so it's crucial that you have a close working relationship. When everyone is on the same page and working towards common goals, that's when you can start to see results. Other than that, some other best practices to keep in mind are: 1. Continuous experimentation 2. Personalization 3. Keeping an eye on the latest trends.