Successfully Leveraging Marketing Automation in the Purchase Phase

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Mobile-optimized emails and landing pages will better support your prospects’ needs in the Purchase phase.
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Help your prospects get calls from a Salesperson at the right time for fast answers to their specific questions on issues such as configurations, pricing and terms.

  • Spiking engagement score can trigger an alert in the CRM system
  • Set up automated emails to appear to come from the specific salesperson with B2B marketing automation technology.

RIGHT DATA = RIGHT MESSAGE

  • Critical to Integrate: Tie web analytics and CRM data to your marketing automation platform to assure that the right content goes to your prospect or customer at the right time.
  • Engagement scoring to identify highly engaged prospects.
    • Normalize web activity into an easy-to-understand gauge of prospect needs and phase of journey  In these systems, content and activity are assigned weighted scores, which can be accrued across visits, to identify highly engaged customers.
  • Advanced engagement scoring
    • Based on activity across all touchpoints
    • Validated by historical data
    • Opportunities identified for targeted marketing automation solutions
Jon Miller BtoB Marketing Automation Solutions & Technology Expert

Expert Advisor:  Jon Miller

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

Jon Miller

VP Marketing, Content & Strategy / Marketo
@jonmiller

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.

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