I still remember the time when I started thinking about how to automate a number of the marketing activities in the company I work for. The term marketing automation was unknown to me, little did I know.
As a marketer I had the following challenges:
- We had many incoming “interactions”, but we had no way of tracking these interactions and actually do something with them beyond responding to these interactions. With interactions, I mean we had people mailing us, visiting our website, participating to webinars, showing up at tradeshows, etc…
- We had no way of identifying all of these interactions (well, not always).
- I had no way of storing the marketing intelligence that these interactions brought me (now that’s where the challenge began).
- We had no way of actually converting these interactions into leads, or at least “micro-convert” them further along the buying cycle.