Marketing automation and next desired action

#SmallBusiness60: Episode 9

Once you’ve got your contacts database segmented into relevant groupings of contacts, the next logical question is “how do you then follow up?”

Above all, how do you do so without creating chaos?

A CRM system that combines email marketing with contact list segmentation is at the core of any marketing automation solution.

Marketing automation delivers timed email or direct mail at the right time, and to the right person.

The core purpose of all your marketing communications is to get your lead or client to take your next desired action. Next desired action moves them out of the sales stage that they’re currently at and into the next one.

From:

• discovery to awareness;
• awareness to consideration;
• consideration to booking an appointment;
• appointment to action;
• and finally, from action to getting paid.

To move somebody, all communications you have with them should do three things: build trust, solve a problem, or add value for the recipient.

You’ll be doing these three things in different measures at different stages of the sales or delivery lifecycles.