Marketing Automation in Action
Some marketing automation systems allow you to apply an objective rating to each lead that changes in real time. So, a prospective visitor who downloads a white paper would be rated more highly than a prospect that ignores your email.In fact, you can even add a small lead score boost when a person opens an email yet does not take action!
Marketing automation systems depend upon a few things:
- Accurate segmentation of your current customer email lists
- A clean, well-segmented list of prospects who have given you permission to send them emails.
- A well conceived strategy for personalized content and offers to each of your prospects.
- A destination “hub” for your offers, either a blog or personalized landing pages.