Consider your customers’ specific actions

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The next step is to determine what actions your customers will take at each step. This way, you can better understand how your customers search for information, the main touchpoints through which they interact with your brand, and which touchpoints may be missing from your current strategy.

 

For example, when a new IT tool is introduced, a prospect might search for case studies from companies in the same industry, but if you don’t offer that resource on your website, they may end up visiting a ecuador telegram number database competitor’s website. Also, remember that with marketing automation, you can determine a prospect’s level of interest based on the pages and content they view or engage with, which means you need to start with a lot of content. If you find gaps in your web content, you must continually create more content and fill those gaps to get a more accurate picture of your prospect status.

How to Choose a Marketing Automation Tool
 

Define Your Purpose
One of the most common mistakes people make when choosing a marketing automation system is to simply choose the one with the broadest range of features — the extremely advanced options. If you have the resources and time to invest in learning how to operate a more complex tool, then by all means go for it — but you need to set a clear goal for what you want to achieve with integrated marketing automation.

 

Are you focused on conversion (CV)?
A conversion is when a customer performs a desired action, such as making an inquiry on your website, downloading a document such as a white paper, registering for an account, subscribing to your newsletter, and signing up for a seminar.

 

Some marketing automation services charge more based on the number of forms you create, so you should make a rough estimate of how many forms you’ll need in the future to accurately compare prices.