Marketing Automation

Reading Digital Body Language

Marketing automation is the automatic management of the targeting, timing, and distribution of outgoing marketing messages, as well as the collection of incoming response cues related to those messages, and the organization of those responses into meaningful business intelligence.

Digital body language is what makes marketing automation possible. It is an individual's digital interaction with your online marketing campaign. Much like a good salesperson reads body language in a face-to-face interaction, marketing automation lets you read a customer's digital body language to deduce their needs and interests. Based on e-mails from your campaign they open, pages of your website they explore, and webinars hosted by your company they attend, marketing automation technology helps you sense the individual's interests and likelihood of buying your product.

For certain elements in marketing campaigns, such as content, overall strategy, and selection of its target demographic, there is no replacement for human judgment. However, automation can reduce the drudgery of a campaign by streamlining certain steps of the process. Through the business intelligence gathered by marketing automation, you gauge a lead's stage in the buying process. By reading digital body language, you can automate e-mail delivery, providing a particular lead with a message that has ideal timing and content. Marketing automation identifies the needs of individual buyers and delivers quality leads to your sales team.

Here is a scenario of marketing automation in action. If you sent e-mails to three potential customers and only one of them opened the e-mail, you could see which one it was. If that person forwarded that e-mail to five co-workers, and spent twenty minutes browsing your webpage, you could track that information too. Which of the three potential customers do you think is more interested in your product based on the information collected by marketing automation? Which one would you pursue? By tracking how customers interact with your campaign, marketing automation helps you understand what is working with your marketing strategy, and what is not. It fosters effective collaboration between marketing and sales teams. It can drive up revenue in a campaign simply through the proper allocation of resources.

xRM can help your business leverage marketing automation technology. Our use of marketing automation has proven to be extremely beneficial to our own business. With our experience and expertise, we can integrate market automation software like Constant Contact or Eloqua, into a CRM solution for your business. This will help your marketing team manage effective campaigns as well as allow your sales team to focus on quality leads. With numerous marketing automation offerings to choose from, and various methods of implementation, xRM can find the solution that works best for your business.