Marketing Automation is a complex category within digital marketing that spans across Lead Generation, Lead Nurturing, Sales, Operations, and Support. The platforms have wide reaching integrations, can contain deeply technical needs, and can have so many complicated features that even the biggest platforms offer certifications to demonstrate someone’s ‘expertise’ with their platforms. That being said, Marketing Automation isn’t always a …
Understanding the Differences Between Marketing Automation and Sales Automation
Both Marketing Automation and Sales Automation can – and often should – be used in tandem to support marketing and sales operations, particularly in high touch B2C and B2B business, but it’s important to understand what they’re used for in order to fit them successfully into your sales and marketing user journeys. Trying to ask either type of platform to do the job of both often leads to user friction at best, and deliverability or engagement issues at worst.
Transitioning to a Category or Group Based Email Marketing Strategy
It’s all well and dandy if you start with these groups from scratch – but what do you do when your email list is already well built, and everyone has been receiving the same content? Do you add everyone to all of the groups? Do you force them to choose their preferences before sending any new content?
How to Automatically Sunset Unengaged Email Contacts
Hitting contacts with emails that continue to go unopened is seen quite poorly in the eyes of most modern email clients, and can end up putting your emails into their spam folder (even if they previously explicitly opted in) and automatically into the spam folders of others. – We recommend setting up automation to handle this sunsetting for you.