If you’re doing it right, marketing automation is about timing. Even after the sale is made.

Just like prospects need to be approached in a timely and relevant manner, so do customers. They’re looking for things, they need help. If you can automate meeting some of their needs, you’re making an awesome impression. And you take stuff off of your customer service team’s plate.

How would I do this? Much like I would approach a regular marketing automation case:

  1. What are some clear indications of intent on behalf of the customer? In marketing, often these are things like looking at specific pages. Along the same lines, if customers are looking at specific pages, can you anticipate their needs?
  2. What can you offer customers when they show intent? What is this customer looking for? How can you get them what they need in this moment? Is it content? Specific answers to specific questions? A way to talk to someone?
  3. Determine the best way to deliver what the customer needs. It could an automated email or SMS. Delivering content, or an invitation to schedule a call. It could be a pop-up, or a chat window. Whatever works best.
  4. Consider using dynamic email content and dynamic website content (if your platform offers it) to tailor the website experience to towards the customer. Use specific data points to determine who they are, what they need and what to say in the email. If you know they bought certain products, or services, you might be able to be specific in the help you deliver.

This way, you can use marketing automation software to deliver a more personal experience.

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Henrik Becker

Marketing Automation Consultant