The most powerful feature of Marketing Automation
In 2021 we tested the goal of marketing automation.
All tools claim that marketing automation is about:
“Deliver the right content, to the right person, at the right time.”
But we still don't have the most powerful feature.
Before we talk about the most powerful feature, let's turn our mind to March when it was decreed that no one would leave the house. Deserted streets.
The atmosphere of tension hung in the air, we were concerned with health, with our jobs, with our family and if we would still have our customers.
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Questions like:
If I get COVID and get serious, will I have a place in the ICU?
How will my income be during that time, will I have a job? Customers?
All of us, as good sales and marketing professionals:
We had to find a way to maintain our communication in the midst of this whirlwind of feelings.
It was at that time that delivering the right content to the right person at the right time would make all the difference.
How to talk about sales, new products, promotion or suggest a meeting for such a concerned contact base? How can we identify in our contact list those who could continue normal communication and others who would find this an affront?
How to identify the feeling of our contact base? This would be the most powerful automation feature.
The triggers of the campaign above do not exist yet. Have you imagined an automation trigger that can be triggered according to the feeling or mood of each contact?
While sentiment analysis is not enough, marketing needs the human factor enough to function.
The campaigns that achieve the best results are those that deeply understand their contacts, who manage to properly separate their needs, their pains and speak like a friend, like a human being talking to the other.
That in 2021 we will be able to understand more and more how to engage our contacts, after all, the most powerful automation feature is not in the tool but in the person behind it.
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