How Automatic Is Your Marketing?

The Blog

Ideas you can use.

Far too often, clients’ marketing automation platforms are dramatically underutilized — used as glorified email-sending platforms. Automation should automate your marketing: move you from tactics to revenue, and free your time for the strategy and story your brand has to tell.

Nowhere is underuse more evident than lead nurturing, often misunderstood as a linear string of emails to contacts with something in common. That simplicity is the problem: it demands constant maintenance, new programs, manual list work and manual decisions about where leads go next. An effective nurture program looks more like a spider web — interconnected, always-on paths that run automatically, account for buying-cycle stages, guide people through your story toward a sales conversation, and let them skip ahead when ready. The setup takes front-end time; it returns incredible amounts of it later.