I have spent 15 years in software technology creating marketing content: for different types of users, buyers, phases of the purchasing cycle, industries and solution areas…and on and on. As content is being developed, I typically work with campaign teams to determine how to make the content available through various marketing channels, including the use of marketing automation to provide content through email lead nurturing or other promotional mechanisms.
Marketing automation systems can be configured with sophisticated actions for each lead, with automation flows typically based on end-user interactions (e.g., where the user is navigating on the website; or, what asset/offer the user has requested). While it is possible to determine a logical next-best-action based on these interactions, there is a fundamental limitation in this approach – it doesn’t take into account the individual details of the lead.
For Your Marketing Efforts to Succeed, You Need to Overcome These 3 Hurdles
