What are your trigger points?

Marketing automation
Not that kind of trigger
The first stage of a marketing automation campaign is the hardest part and the part that takes the most time. Deciding on the trigger points in your campaign can take months of set up work before you are able to take action on any content creation or dissemination.

By Richard Stone

It can be a frustrating process – especially if some of the trigger points you would like to use actually need platforms creating before you can build them into the campaign.

For instance, let’s say you want to issue the posts you create on your blog as HTML e-mail content and take action based on what the recipients do with e-mail. That’s a relatively simple process – the better e-mail marketing packages allow you to trigger response e-mails based on clicks and opens. The even better ones allow you to share that data with your CRM and create actions as a result.

But what if you want social media to be part of your campaign and you want to use certain actions taken on Twitter or LinkedIn to trigger a particular response?

What if you want to monitor your web traffic and use that traffic to identify visitors* before building them into your sales funnel and in turn triggering responses against their actions?

What if you’ve just met people at trade shows, networking events or meetings that aren’t yet ripe leads but need to be coaxed down the sales funnel?

That’s all a little bit harder and that’s why the real thinking takes time.

The difficult bit is deciding on the trigger points and resultant actions. Once you’ve done that, writing the content that you share based on those trigger points is much easier and actually doing it is, well, automated.  
What’s the good news? We can help you with all of this – you know what to do.

*Yes, this is not only do-able but easy; give us a call if you want to know how.

Image courtesy of  num_skyman on freedigitalphotos.net

Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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