Digest...
To reap the benefits of marketing automation, you must first know how to create and leverage the segments within your system. Get started by following these three steps.
Step 1: Identify Your Content Themes
Review your content resources and start identifying key attributes. Soon, patterns will emerge. Use these patterns to identify big thematic groups under which your content falls.
Step 2: Leverage the Prospect Data You Have
Map your segments to your personas and target your messaging to the appropriate people. If people in your database are getting content that’s most relevant to them, they’ll be less likely to unsubscribe to your email blasts and more likely to look to your organization for thought leadership.
Step 3: Map Prospect Behavior
Even better than segmenting leads based on prospect data is segmenting leads based on behavior. For example, if a lead signs up for a webinar, your webinar platform can communicate valuable information to your marketing automation software, including:
-- > Whether or not they actually attended the webinar
-- > How long they tuned in for
-- > Did they ask a question during the webinar
-- > Did they answer a polling question
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Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices - MarketingProfs
RE: Lead Scoring...OK if you're a single product company, or you're managing a single product.
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