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The Modern Marketing era is driven by consumers that have more and more experience and expertise in traditional marketing techniques. This situation, added to the fact that consumers are less responsive to uninvited commercial contact and to the fact that they are increasingly making exclusive use of digital channels, has resulted in a difficulty in obtaining a significant business value via the traditional marketing methods.
Consumers demand and deserve value-based interactions across all chain of engagement. In the modern markets, customer centricity is the driving force of meaningful, mutually beneficial engagement. Marketers cannot address their strategies in communications to company or product-centric conversations. To engage with prospects and customers in a significant way, they have to be where the customers are by establishing their target audience’s preferred channels. In addition, marketers must address and align messaging across all this channels.
Effective marketers are enhancing their understanding of how data can fuel the delivery of meaningful interactions. It’s imperative to prioritize the delivery of the right content at the right time, just when the consumer´s behavior is sending the marketer the right information about their purchasing requirements and desires.
Marketing automation provides marketers with the ability to strengthen the engagement with prospects from qualified initial contact through sales and taken the relationship beyond. Key benefits of leveraging automation as part of any modern company´s overall engagement strategy include the ability to:
- Configure rules and parameters for engagement based in consumer behavior.
- Communicate the right qualified message to the right qualified people at the right time.
- Delivery on the promise of relevance by supporting content delivery based on interest, inquiry, and engagement.
So, by providing tailored information specific based on customer’s behaviors and actions, companies can definitively provide value to assist and empower potential buyers. This helps reduce sales cycle times and let companies provide the right product to the right people just when they have the intention to close a deal.