Successfully Leveraging Marketing Automation in the Evaluate Phase


Show prospects that if they provide profile info and email address you’ll provide more tailored information with a faster response.


To achieve this profile conversion, customized and optimized landing pages and registration forms are essential.

Make Your Life Easier. Look for a B2B marketing automation platform that can:

  • Enable progressive profiling – leveraging “smart forms” that recognize known visitors and ask different questions to build out the profile over time or allow for “social sign-on”.
  • Micro-segment prospects by firmographic attributes (title, industry, company size, location, etc.), demographic (primarily language and nationality), behavioral filters and CRM information.
  • Build WYSIWYG pages with a graphical interface (without help from IT or the Web department).

Evaluate BtoB Marketing Automation and Technology

As always… the primary purpose of your email content is to let prospects know you have resources related to their research needs in this stage.

Trigger Happy
Make your prospects happy by having your platform trigger outreach at the right time.

  • Score individuals or companies to qualify them based on criteria (website activity, social activity, profile info, etc.).
  • Have a spiking engagement score or consuming a specific content asset set an alert in your CRM system for a Salesperson to reach out or for your marketing automation platform to send a real-time triggered email.
Jon Miller BtoB Marketing Automation Solutions & Technology Expert

Expert Advisor:  Jon Miller

VP Marketing, Content & Strategy / Marketo
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Jon Miller BtoB Marketing Automation Solutions & Technology Expert

Jon Miller

VP Marketing, Content & Strategy / Marketo

Jon leads all aspects of Marketo’s thought leadership, communications, and content marketing programs. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.