#663 Marketing Automation

Business owners who believe in rapport and relationship-building often think of automation as a bad word.  This perception comes from the not really understanding how good automation words.  Automation can be as simple as acknowledging a form fill, or as complex as a multi step campaign after an in person interaction.  My guest, Richard Wall says a good automation campaign starts with a clear, but not too narrow, customer persona.   The next step is to let the campaign evolve over time as you learn more about what your customers really want. Follow up messages should be more targeted in response to what someone has responded to in the past.  About Richard  Richard Wall is a marketing jack-of-all-trades, who helps B2B businesses deploy and use marketing automation to generate new leads and keep their customers engaged. He is the host of That Marketing Podcast, exploring the world of marketing with niche experts and industry veterans.