Online lead generation, lead scoring, and tracking are all listed as top priorities when businesses choose marketing automation platforms, according to the BtoB research. That’s no surprise given that the key to personalization is segmenting audiences into personas. By building personas based on behavior, title, industry, and other attributes, marketers can personalize customer experiences far more accurately, creating relevant content for each audience.
Clearly, marketers are stumbling on two different obstacles when it comes to personalization: the need for more personalized content and the need to have that content respond to users across new and developing channels, from social to email to mobile. Even with automation solutions on hand, marketers can feel like they’re being asked to produce more collateral than ever before while moonlighting as data scientists and programmers.
Yet there’s no doubt that personalization will grow increasingly important for building customer loyalty and acquiring new business. The democratization of big data and analytics tools will yield big gains to those who invest in them. To ensure customer loyalty, companies will continue to work toward a segment-of-one, trying to attain personalization on an individual level.
Technology–the cause of these new challenges and opportunities–will also be the solution. At first glance, all of these issues seem to be disparate, with different sources that demand different strategies. However, when big data and machine learning come into play, standard content marketing practices can be applied to new technology, and everything changes.
The reason that most of these hares are on the side of the road is because of a lack of slow, deliberate planning. Specifically, they did not build two or more of the following:
A marketing strategy: Marketing automation can do a great job of advancing a marketing strategy but if there is no marketing strategy integrated with marketing automation, then you just have an expensive tool that cannot get a compelling return on your marketing investment.
A content marketing strategy and framework: Content is the fuel for your marketing automation engine. You are not going to get very far without a content marketing strategy.
Marketing and Sales alignment: If Marketing is going to address lead qualification, scoring, and handoff as part of marketing automation and a connected marketing and sales funnel, it has to do it with the involvement of Sales. Too often marketing departments set up lead qualification without input from the sales teams.
Realistic deployment expectations: Too many companies underestimate the implementation of marketing automation. Marketing automation has technology and processes that are new for most companies. The integration of these processes and various technologies may take more time than you expect depending on your company.
A skills transfer plan: Many companies underestimate the amount of employees they need to truly leverage all the benefits of marketing automation. The problem is that marketing automation and digital marketing skills are in great demand.
"The real key to standing out in any channel, including email, is to "be anticipated." What that means is really rather simple: Have your subscribers on the look-out for your emails in their inbox. Sometimes this can be achieved by (to borrow a television phrase) appointment viewing. Your email shows up at the same time every time and offers something of clear value. But this can also be achieved by always rewarding an open with something of value to the subscriber."
Most email service providers can help in tracking your messages and permit you to see the outcomes in an e-mail monitoring report. These reports are analytical summaries of the results of a provided email marketing campaign.
Lead nurturing, wat is dat precies? Lead nurturing houdt in dat je op een geautomatiseerde manier de interactie met je leads aangaat. Je stimuleert het koopgedrag van je relaties door hun profielen te verrijken met interessante gegevens. Zoals je hierboven kunt zien, doet Exact dat op verschillende manier.
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