Actually, I don’t hate it. I just hate the phrase “marketing automation.” It sounds like marketing is done automatically. Like you don’t have to think about it or work for it. It just happens. Yeah. Right. I’ll take a dozen of that, please.
“Marketing automation” is a generic phrase representing software that executes certain actions at set intervals. Such a tool can be very useful and can certainly help you increase sales. But, like all tools, it is only as good as the craftsman wielding it.
We need to remember that successful lead nurturing, which is what this software supports, starts with a marketer’s strategy based on the demographics, psychographics, and “buying state maturity” of those who will enter the lead-nurturing process. Understanding where each lead starts from, we can engage them through a series of outreach efforts that will help them mature into a truly motivated buying prospect.
Successful lead nurturing requires market research, audience insight, careful analysis, and crafted step-by-step touch-points with the lead that will develop a slight flirtation with the product into a full-blown romantic obsession.
The only thing that is automatic about the process is the “triggered timing.” And even that is carefully planned so as not to overwhelm the objective of pursuit nor allow him/her to feel unappreciated.
So, the next time you hear the phrase “marketing automation,” just smile to yourself. You know better.