Category: marketing automation
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12 marketing automation predictions from 2021
These are twelve things I wanted to see more of in marketing automation when I wrote this in 2021. They are personal predictions and wishes, rather than a report on what subsequently happened or a list of capabilities every business needs today. Yes, I wanted machine learning and AI to take on more of the…
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Data quality checks for marketing automation
Data quality can determine whether a marketing automation workflow does what you intended. Clean-looking records are not enough: the values need to be correct, relevant to the task and mapped to the right fields. Consider a lead form. If a phone number arrives in the first-name field, a personalised message can immediately reveal the mistake.…
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A simple ecommerce remarketing automation workflow
Browsing, saving an item and starting checkout give a retailer different signals about what a visitor might want. Those signals can guide an automation workflow, but they do not tell us exactly what someone intends to do. Here is a basic example using three visitors to the same online shop. It is an illustration of…
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How to choose, launch and measure a marketing automation workflow
Marketing automation can take repetitive work off a team’s hands. Whether that produces a worthwhile business result depends on the task, the implementation and the ongoing cost of operating it. I would start with a workflow that is easy to explain and inspect. “Improve marketing” is too broad. “Prepare a weekly report from approved data…
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Marketing automation: workflows, data and measurement
Marketing automation uses software to carry out defined marketing tasks when specified conditions are met. It can connect information, decisions and actions across systems so that a team spends less time repeating the same steps manually. That can be as simple as preparing a scheduled report or as involved as coordinating customer messages across permitted…