Take marketing automation to the next level by focusing on quality content and some key trends.
Marketing automation helps companies expand their reach to their current and future customers — but it entails much more than simply buying a software platform. To truly expand their presence and reach, companies need to learn about lead scoring and nurturing, and trends in demand generation.
If you have a few moments, check out the episode here:
If a company is using a marketing automation platform but not taking the critical next steps, it’s akin getting a functioning space ship, but just driving it through city streets like a car, Shea says.
Shea explains that marketing automation is a great tool to create lead scores, identifying the most qualified leads based on their behaviors with a company’s marketing content. Getting those leads in front of sales teams is important: But it’s not enough.
Nurturing those leads is a crucial step: Companies need to continue the conversation with those potential customers with a marketing strategy that caters to their own needs, and their own purchasing journey.
Dynamic and ongoing communication between marketing and sales teams is necessary for this to succeed. Sales teams and marketing teams need to be truly collaborative to make it work and drive new business.
Shea also shares three key trends in demand generation:
- Dynamic content: High-quality content that drives action — rather than a traditional sales pitch — is absolutely critical. Content needs to be in a company’s brand voice, but must be engaging. Storytelling and customer-centric content is more important than ever.
- Program-level metrics: Companies typically collect the automated results from their software platforms along with some custom manual reporting. The goal is to create a dashboard that will provide detailed data for both front-line users and high-level data for management and sales.
- Predictive analytics: Companies with large volumes of data need predictive analytics. This software-based approach uses historical data to predict future buying trends.
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