The Rise of the B2B Marketing Automation Platform
Marketing Automation as you know it, has been changing!
Personalization has slowly been placed at the forefront of audience development, and rightfully so, because every consumer wants to be presented with a tailored solution that matches their specific requirement. Collection of this type of preference data is currently facilitated in various forms (email engagement, pages viewed, content downloaded, CTA that drive engagement, etc.), but where the Marketing Automation platform really shines is building a single source of truth for the rich user profile.
If I had to guess, approximately less than 20% of all the companies utilizing Marketing Automation platforms are really taking advantage of the behavioral targeting capabilities for nurturing campaigns. Marketing Automation is more than just drip campaigns scheduled in regular intervals, it’s about relevancy and the ability to deliver dynamic promotions that update in real-time along with our audience preferences.
Top Behavioral Targeting Triggers
Pages Viewed
Content consumption is a reflection of buyer intent. Clearly defined website architecture with a matching value set of propositions will allow you to easily segment audience data and customize behavioral targeting campaigns.
Content Consumption
Original content should address only specific pain-points. Staying relevant and building a buyer persona involves understanding what gaps currently exist in the market, allowing the savvy marketer to remain on top of industry trends and build unique campaigns that keep solution providers ahead of the crowd.
Email Engagement
Email Open rates are crucial in defining whether your message and database are in sync. The CTR should most likely be considered to have a heavier weight in defining preferences as it’s a way of visitors to “learn more” (a.k.a. this is what I want!!)
3rd Data Appends
Updated preference data with purchased 3rd party data information. This is particular useful if your solution is offered across disparate markets. A few different type of data append sources available, include:
If I had to guess, approximately less than 20% of all the companies utilizing Marketing Automation platforms are really taking advantage of the behavioral targeting capabilities for nurturing campaigns. Marketing Automation is more than just drip campaigns scheduled in regular intervals, it’s about relevancy and the ability to deliver dynamic promotions that update in real-time along with our audience preferences.
Top Behavioral Targeting Triggers
Pages Viewed
Content consumption is a reflection of buyer intent. Clearly defined website architecture with a matching value set of propositions will allow you to easily segment audience data and customize behavioral targeting campaigns.
Content Consumption
Original content should address only specific pain-points. Staying relevant and building a buyer persona involves understanding what gaps currently exist in the market, allowing the savvy marketer to remain on top of industry trends and build unique campaigns that keep solution providers ahead of the crowd.
Email Engagement
Email Open rates are crucial in defining whether your message and database are in sync. The CTR should most likely be considered to have a heavier weight in defining preferences as it’s a way of visitors to “learn more” (a.k.a. this is what I want!!)
3rd Data Appends
Updated preference data with purchased 3rd party data information. This is particular useful if your solution is offered across disparate markets. A few different type of data append sources available, include:
- Affiliate Networks: Interests
- List Buying Services: Financial Information, Industry, Clients, Location
- Data Science Platforms: Scored Audience Relevancy, and Propensity Modelling.
- Social Platforms: Interestsoverview.
For ease of reference, we’ve broken down measurement by channel. However, it’s important to note that most demand generation campaigns will involve 3 separate channel touch-points on average.
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