How to Build Marketing Automation Campaigns That Prompt Desired Behaviors From Your Leads

Demand Generation — Mon., Oct. 31, 2022

In business, customer behavior is typically seen as one-dimensional. Marketing automation allows you to strategically plan for desired behavior from prospects. This article explores how to engineer behavior proactively and the role of marketing automation in doing so. You must be aware of the customer journey and offer content at each stage that encourages them to move to the next step.

If a campaign doesn't result in desired behavior, you must plan for contingencies. For example, retargeting, long-term nurture sequences, short-term nurture sequences, and bringing sales into the loop can all help salvage prospects who have not converted. Lead magnets are also effective in driving demand generation.

Ultimately, it's important to understand customer awareness stages and design campaigns that move leads from MQL to SQL. This includes offering content that is tailored to the stage of awareness they are in. Marketing automation is the vehicle that allows you to deliver the right content at the right time and maximize conversions.

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