As I’ve stated previously, Marketing Automation has become the forgotten child of CRM.  It’s features are underdeveloped, it is always an “afterthought” in CRM implementations, and has often been relegated to simple email marketing off of the CRM’s sales leads or contact management databases.  As important as email marketing is, in most CRM systems its features are basic and don’t provide true marketing potential.  To fully develop the potential of Marketing Automation, it is critical to target the customer and prospect with key information that is relevant to that prospect.  Features such as automated profiling, profile response forms, social profiling, dynamic content, and triggers.

In this five-part series to be released over the next week or two, we will explore the idea of targeting the customer, utilizing different technologies that are available, and some that are currently theoretical.  The series will consist of:

  1. Profiling Your Customer Improves Marketing Potential
  2. Capturing Data:  Technologies Available to Profile Your Customer
  3. Utilizing the Profile:  Dynamic Content Targets Customer Interests
  4. Response To The Content:  Triggers and Refining the Profile
  5. Social Profiling:  The Next Wave in Customer Targeting

Stay Tuned.

Related posts:

  1. Utilizing the Profile: Dynamic Content Targets Customer Interests
  2. Response To The Content: Triggers and Refining the Profile
  3. Profiling Your Customer Improves Marketing Potential
  4. Capturing Data: Technologies Available to Profile Your Customer
  5. Marketing Is About Knowing Your Customer