I’m about halfway through my second week at eTrigue. I’ve just gotten a basic grasp on marketing automation, drip and nurture campaigns, etc., and while this huge bombardment of information has been a bit overwhelming (and very interesting), I know there is so much more for me to learn about this multifaceted, constantly-evolving field.
As a San Jose native who grew up alongside the emergence of internet and has relied on technology my entire life, the concept of marketing automation seemed less than revolutionary when I was first introduced to it. Why? Because I am comfortable with change. MySpace is out and Facebook is in? No problem, I’ll make the switch since everyone else has switched over. Everyone’s playing iPhone games instead of Nintendo DS games? Good, now maybe my lousy gaming skills won’t be as obvious. Nobody’s using Yahoo! Mail anymore? Fine, as long as I can still use my emoticons (Not emojis – they’re actually different!).
And yet, it surprises me that so many businesses are still not using marketing automation. It seems that businesses are always eager to implement better practices in the workplace, to utilize new products to maximize productivity, and to always be a step ahead of the competitors.
eTrigue’s DemandCenter is a marketing automation platform that could be a game-changer for your B2B marketing efforts.
Here are some of its features:
This enables you to see what anonymous and known individuals are viewing on your site, how often, and for how long. It shows who is opening emails and subsequently visiting your site—essentially learning what causes prospects to come to you, and where they come from.
Forms, Email and Landing Page Builder
This allows you to control what prospects will see in emails and landing pages. You can also control how website forms and dynamic progressive forms are handled.
You can control when a prospect will be sent an email or be targeted for an offline action (e.g., sending a brochure by mail) and how the prospect’s actions will trigger automated responses or other actions.
Alerting determines how sales folks are notified of leads that meet guidelines to be considered as “qualified” prospects.
Database and Reporting Systems
Reporting allows you to assess the results of your efforts: What works? Are emails being opened? Are social efforts leading to site visits, and are prospects identifying themselves?
Automatically qualify potential leads by scoring each individual prospect based on their engagement, demographic profile, timing and other factors.
This is important to integrate and share information with CRM systems, webcast systems, etc.
Adoption of eTrigue’s DemandCenter is the natural next step for businesses that want to improve its marketing efforts. Why stay on MySpace (and it’s poor design, I might add) when you can be one of the first to switch to Facebook? Businesses of all kinds are starting to move towards marketing automation. Embrace change and explore new avenues for improving your marketing efforts!
Anna Her is a second year Economics and Psychology student at the University of Chicago who is interning at eTrigue Corp. for the summer.