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Five tips to better automated lead interactions
By Lisa Arthur, Chief Marketing Officer, Aprimo

Today’s savvy marketers are combining offline and online real-time behaviour information to produce a customer profile that is higher in accuracy.

This, in turn, leads to greater precision marketing communications and new approaches to implementing and measuring the campaigns that present these personalised messages to the contacts. The new approaches mean marketers are replacing transaction-based direct marketing campaigns, for example volume email blast, with interactive ones that are more conversational and ongoing.

Most of the communications between the contact and the B2B marketer occur online, which is ideally suited for automated lead interactions as it supports the flow of information and it is highly automated.

Here are some interactive best practices marketers should know if they intend to use conversational campaign, marketing’s richer, more mutually rewarding interactions, to engage with customers.