The Hunley Group Blog: Building Product Manufacturers – Marketing Automation: 7 Nifty ideas for engaging architects.
Marketing Automation: 7 Nifty ideas for engaging architects. If you work in the world of commercially-specified building materials, you know how important engaging and educating architects is. They’re also an audience that is programmed by their very jobs to receive. And the foundational concept of marketing automation is rooted in content marketing delivery through automated drip email campaigns. It’s such a natural fit that it’s incredible to us how few building materials firms leverage it. Here are some ideas to get you started right. Make it high-minded. You can’t deliver a lunch & learn with brand advertising splattered all over it; don’t do it with your nurturing campaigns, either. The content should be educational, useful, and actionable to the recipient. Make it relevant. Know as much about your audience as you can, and ensure that information is tailored to them. For example, if a particular firm specializes in healthcare design, capture that information on the Account in your CRM and feed the MAS with that data to ensure those prospects are mapped to medical facility-specific materials. Respect preference. Make sure you have a preference center set up such that every recipient can self-select to the kind of information they have a personal interest in. Let them select what categories of products, which types of applications, and what frequency they [...]