The purpose of marketing automation is to the right (potential) customer the right information at the right time through the right channel to provide. And as automated as possible. Always with the goal in mind to qualify leads until they are ready to buy. Marketing Automation Source: morefire GmbH This is how marketing automation works for B B companies. Attract prospects with a lead magnet In order to achieve this goal you must first succeed in attracting potential customers and learning more about them. In contrast to a rigid e-mail funnel marketing automation tries to respond as specifically as possible to the individual needs of the user. You won't succeed if you present the same content to everyone. Give value. Give value.

Give value. And then ask for business. – true to Gary Vee's motto you generate attention through added value. Free lead magnets like e-books checklists Latest Mailing Database white papersor templates help your target group to overcome challenges. They are willing to provide information about themselves as a thank you for your assistance. First and foremost the e-mail address which you can use to keep in touch with users. Data is the gold of the st century In principle the more valuable a lead magnet is for your target group the more willing they are to reveal more personal information.

The more you know about prospects the more individually you can communicate with them. Therefore depending on your offer it may be worth asking for other helpful information such as the employee's position in the company. At the same time the principle of data economy should be observed. Not only from a data protection point of view but also because each additional information requested costs leads. The leaner the form the more likely it is to be filled out. Provision of further information Once the fish is hooked it should not be let go.