Bringing “Marketing Automation” Mainstream

Jon Miller, a co-founder of Marketo (and someone who has commented on this blog) has taken another step toward bringing “marketing automation” mainstream with this article in Inc magazine, “3 Ways to Make Relationship Marketing Count”.

What if you have a big miss with a message sent to a CFO? Then it’s not so funny. On the Internet, your prospects and customers are telling you all about themselves, and they’re expecting you to pay attention and use that information to be more interesting, more engaging, more relevant…

The three things are:

1. Pay attention to C-Level traffic. If the executive is a customer, [he or she] may be looking to price alternatives. If not a customer, it could be a good idea to send the executive a whitepaper …

2. Have a conversation. And remember, “some of the best communication is educational or entertaining to the person on the other end of the conversation.”

3. Look for forms of communication other than email. “[S]ometimes the best way to connect to your customer is to give them a call….Listen to what’s being said on social networks and join the conversation… Make sure the resources on your website are informative and entertaining, not just promotional. And then coordinate it all together into a seamless conversation”.

As per my earlier blog post, it seems as if Marketo is continuing to focus on “thought leadership” rather than dive into the data.

But he’s working to bring “marketing automation” mainstream. That’s good news.

I’m @johnbugay

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