Good interview with Steve Woods, teh author of a new book entitled 'Digital Body Language'. Steve helps demystify some of the jargon around marketing automation tools - something which is proviing invaluable for all the businesses that are embracing it - many small businesses in particular are investing in marketing automation software which enables them to communicate on a very frequent basis with their prospects and then determine when to invest more time in the sales process. In bigger businesses where sales and marketing are seperate departments, the automated software helps marketers nurture leads and pass the best prospects to sales. Nurturing is 'the art of maintaining permission to stay in frpont of a person with high value information'. Scoring determines whether to nurture or pass onto sales and what type of content to send. Steve provided a few practical steps to help marketers or entrepreneurs make the most of marketing automation software:
1. Think of everything from a buyer's point of view - ie map out the buyer's process, rather than the selling process
2. Program the system to score based on whether it's the right person, whether they are interested enough and whether they are at the right stage of the buying cycle - this will help to understand which message to send out out which point and when to engage sales
3. Analyse funnel on a quarterly basis
Here's the full interview:
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