Delivering content tailored to your customers and prospects is a sure fire way to be successful. This is where marketing automation comes in. You can connect with more people in a more personal fashion. There are various things you can do to improve your marketing strategy:
Firstly, it doesn't make sense to send your customers and prospects irrelevant information that doesn't match their Web browsing habits. If you use a Web analytics tool which is integrated with your marketing platform to monitor which pages they are interested in, you can then use triggered emails to send them relevant information.
Secondly, if you have downloads to white papers and PDF’s your customers are likely to be interested in learning more. For example, if you're offering a related Webinar, it's a no-brainer for you to invite those who downloaded the paper to attend the Webinar. You could do this automatically; if someone downloaded a white paper you could use a trigger to automatically send them the invite! They would receive these 5 minutes after they downloaded the document!!!
You can also schedule social posts to coincide with email sends. When sending email containing information about an upcoming Webinar you should "tweet" simultaneously. With new marketing technology you can automatically post relevant content across a range of social network accounts at the same time the email goes out and of course track the results.
Lastly, buying cycles are becoming longer and more complex, and sometimes passing leads from marketing to sales can be difficult with salespeople cherry-picking them. Incorporating a lead-scoring system with automated sales alerts can help your sales team by providing the right leads at the right time.
Using automation to make content more relevant and personalized is definitely the future of successful marketing. Automation will help you to deliver the right message at the right and therefore make your marketing strategy efficient!