Welcome back as we take you through the Ten Key Steps in nurturing your buyer along their journey as their video production tour guide – into your arms! It’s a process that takes a broad approach, but one that includes video productions, whether they’re whiteboard animation or motion graphics or live action.
We’ve talked about making it personal, communicating with the person and building individual personas to work from. Today we’re going to discuss…
Automating With Care.
It may sound counter-intuitive, but the best way to manage the personal, customer-focused campaigns we’ve discussed is via automation. Manual systems just can’t handle the complexity of multi-segmented, multi-channel, multi-touch marketing.
The fastest growing CRM-related segment in the last five years has been marketing automation software. Focus Research says the industry is expected to reach $1.9 billion in just a few years – by 2020.
Marketing automation is built to respond to predetermined triggers that will, in turn, deliver a customized, systematic series of relevant communications and keep track of all the results. It also collects information that you can use to create a progressive profile of your leads and analyze campaign effectiveness.
Let’s face it, to keep up with your competitors and deliver quantifiable results, you need marketing automation. But it’s a two-way street, because marketing automation needs you too. Real people need to revisit triggers and tactics frequently in order to adjust for new priorities and pull the older, stale content out of the system.
If you haven’t used marketing automation before, most industry experts suggest phasing it in via a small campaign. However, once you’ve seen the results of automating targeted, relevant campaigns, you’ll want to scale it across all of your channels quickly!
Your B2B prospects are ready to get started on their journeys; it’s up to you to help them get where they need to go.
And that’s it! That is the Ten Step Customer Journey. Here at Rip Media Group we want to provide you with a full video production service – and that means a blog that encompasses every part of the marketing spectrum. Contact us now for a full consultation where we can determine what you need and what video will work best for you; whether it’s whiteboard animation, motion graphics or live action. Thanks to our friends at Act-On for helping us bring you this series.
And remember – your story starts here!