Art and automation are not two words that usually go together. Art is creative, subjective, evocative. Automation sounds robotic, impersonal, scheduled, efficient. The irony of marketing automation is that it leverages an art: the art of relevance. Marketing automation practices and tools help to capture customer propensities and predispositions based on actual customer behaviors, then help to create and send out customized, relevant and timely marketing content to that customer. In other words, automation is creating and sending out the evocative, subjective, creative (art) messaging that helps us, as B-to-B marketers...
More Suggested Content:
B-to-B Spotlight: 4 Data Quality Must-Haves for Marketing Automation
October 12, 2011
From Today @ Target Marketing
As any experienced B-to-B marketer knows, data quality is king. Because B-to-B prospect universes tend to be smaller and better defined than their B-to-C counterparts, identifying the right prospects and tailoring the marketing message to their needs is vital. You'd better know exactly what your ideal customers look like, where to find them, and what messaging they respond to. This means you need access to high-quality data.
Deciphering Big Data Is Key to Understanding Buyer’s Journey
January 6, 2012
From Rio Longacre
Long before a sale is won or lost, customers and prospects embark on what can be called the "buyer's journey." This journey is a complex evolution spanning the entire lifecycle of the customer-vendor relationship, beginning with identification of the underlying business issue or need, and culminating in vendor selection.