In an increasingly fragmented, customer-driven marketplace, blast campaigns are too impersonal to be effective, while broad messaging is often ignored by buyers accustomed to highly tailored approaches. From creating relevant content to choosing the time and channels of distribution, marketers must drill into tightly defined categories to deliver a resonant campaign that hits the mark.
By working in tandem with the business’ customer relationship management (CRM) system, marketing automation can track a buyer’s path of online interactions with a company and respond every step of the way with tailored and intelligent messaging. For instance, a prospect who downloaded an e-book or clicked through on a newsletter link could then receive a corresponding email designed to deepen his interest or trigger an additional behavior.
By receiving relevant content such as emails or landing pages at the right time, the prospect is coaxed through the funnel every step of the way. Read more to find out how to wade through to the truth.
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Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.