You’ve invested a lot of time and money into your marketing automation platform (MAP). You finally feel like you have a good understanding of all its capabilities, be it Marketo, Eloqua, Silverpop, or any of the dozen others out there, and your recurring nightmares of funky token values, misdirected emails, and misaligned segments have, for the most part, subsided.
But do you know how to get the most out of your MAP to generate more leads and use content to make them more sales-ready? According to Skyword’s content marketing trends survey, 68 percent of executives indicated their main content marketing goal is to engage customers and prospects, with 44 percent saying that enhancing brand awareness and loyalty is their objective. Are these objectives on your 2015 road map? If so, read on to learn how you can pair your MAP knowledge with your content marketing strategy to get the most out of your creative assets.
Lead Nurturing with Emails
Believe it or not, email is the most effective channel for reaching prospects. Sending personalized emails to niche segments will activate leads and cause more of them to convert, compared to mass emails to your entire database. Marketing automation enables you to optimize your email strategy and send the right content to the right audience at the right time.
To elevate your lead nurturing programs, start developing separate tracks for your audience. Well-thought-out programs will put into perspective which new or repurposed article will appeal to which audience. Depending on your audience, it may be a big task to have personalized content for each segment. The possibilities of segmentation are endless, but here are a few to get you started:
