How to Ramp Up Marketing Automation

Marketing automation is intended to prevent prospects from falling through the cracks via lead nurturing, scoring and monitoring. Many marketers though, may not be taking full advantage of the available technologies. The author of the attached article suggests companies think big but start simple and progress through three stages.

Stage 1 - Crawl: Establish Online Conversations

• Improve deliverability
• Capture data more efficiently
• Develop personas and related content

Stage 2 - Walk: Integrate Campaigning

• Behavioral tracking
• Multitouch campaigns
• Message timing

Stage 3 - Run: Automate the Process

• Lead scoring
• Lead-stage specific campaigns
• Align with sales

After building a strong foundation, the process can really be fine-tuned.

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