Marketing automation is the intersection of many useful features and functions. It's a proven fact that marketing automation software gives marketers full visibility into aspects of the sales cycle that were previously a mystery. But the sheer number of buttons and tools can seem daunting if they're not old-hat to you just yet.
As you begin to build an effective marketing automation program, you can begin to gain a holistic view of your marketing activities. From there, you can streamline traditionally manual processes (like customer segmentation, email marketing, and campaign management).
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Everything
was going fine. You had set up your email marketing campaigns
properly, all of your subscribers were double opt-in, you were
sending emails on the right frequency, and your content was exactly
what you had promised.
Each Thursday
at 11am EST, marketers from around the world join the ExactTarget
user community on Twitter for a conversation about trends and
campaign ideas across the interactive marketing industry. We call
this virtual coffee chat ExactTarget Café.
Not that long ago while working for a web
analytics company, I went on a joint sales call with our founder
Peter McCormick who was a partner of mine at the time. While
neither of us were technically sales people, here we were in the
boardroom of a Fortune 100 client pitching the benefits of a lead
nurture campaign. For their part the client had very realistic
expectations, after all they had believed most of what they
had been told by their vendors.
