Marketing Automation is the science of managing your marketing efforts. You manage the targeting, content, and timing of marketing messages in response to your prospects interest and online behavior.

Lead management requires a response to your subscribers interest and marketers can target their subscribers or customers with the right messages and content with marketing automation software that manages your communications with subscribers.

Buyers have a strong desire and ability to self-educate and this has increased dramatically over the last decade. Buyers look at the vendor website and social media to understand what is available and to look at their own choices and preferences of what is available. When a customer is ready to pick up a phone or enter an order, they have likely already made their decision based on information from you, your competitors, and other third party websites.

Marketers need to work differently today. The need is to use software that provides information on exactly what buyers are interested in in the buying cycle. In the past large volumes of outbound emails were sent with the hope of finding a buyer interest. Today, this is an irritating issue (the large volumes of hit or miss email are really spamming your customer or subscriber) Now we must find out what the buyers interest is and guide them with relevant information and content.

By understanding the buyer’s digital language, marketing automation software can determine what the interest is and where the prospect is in the buying process and what is of the most interest. Lead scoring can allow categorization or observations of whether the customers is read to buy or should be provided with more high value content.

Marketing is now more of an art rather than a discipline. Creating compelling offers is as difficult as ever. In today’s buying process using the elements of science in automating the targeting, timing, and content of the marketing is based on understanding your market, your buyers, and what motivates them in buying. This differentiates the excellent marketers from the merely good marketers.

So the shift is from bulk messaging to understanding and automating your market and creating a targeted automation method for doing that. Automating your business platform that guides your conversations, timing, and personalization are essential.

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