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Marketing Automation: Learning How to Pull the Trigger

Using advanced data management and cloud-based marketing tools, marketers can send trigger-based communications and create individual campaigns specifically designed to be sent to members of a defined target audience at precisely the right time. This article provides an overview of trigger-based marketing techniques and describes how small and medium-sized businesses are leveraging trigger-based marketing to improve their bottom lines.

By Barb Pellow and Stephanie Pieruccini
Published: July 26, 2012

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Discussion

By Jason Pinto on Jul 26, 2012

Hi Barb and Stephanie,
This is an excellent article. I think it's very important for our industry to spend more time understanding just how effective automated marketing programs can be for business.

Marketing automation systems certainly benefit the business that is selling a product or service, because it can eliminate some of the manual work that is necessary in terms of the initial follow-ups, as well as in tracking when future steps in a Drip marketing program should happen.

But more importantly, automated marketing campaigns benefit the interested party. Nowadays, thanks to our mobile devices especially, people expect to receive some sort of follow-up information immediately after they've "raised their hand" by expressing interest on someone's website. If we don't get that information to them fast enough, we risk losing them to plenty of other distractions on the web.

An automated system and marketing campaign can certainly help to accomplish the multiple follow-up tasks that are necessary to convert that inquiry into a lead and then into a sale.

 

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