A few weeks ago I wrote a blog post called “Who is Buyer 2.0?” I followed up last week with “How to Engage Buyer 2.0,” stressing the importance of buyer persona research and analysis. Now that we know how to properly identify prospects, influencers, their content consumption patterns, and their sources of information, lets take it to the next level and talk about moving away from old school batch-and-blast techniques to thoughtful, well-designed nurture processes.
Is your marketing one-to-one or one-to-many? One-off email blasts to your house list offer a very low probability of your critical information making it through to your potential buyer. Even the greatest piece of marketing content does nothing to support the buying process if it is delivered to a prospect too early or too late in their journey. Marketing automation can be an effective tool for delivering content but it is often misused. Utilizing it without an integrated buyer-driven strategy that maps relevant content to your buyer will only add to your list fatigue challenges.