Choose your own adventure
Do you remember the "Choose your own adventure" books? You would start the book and then as the story progresses the characters face forks in the road and you get to choose which way they go... which results in going to a specific page and continuing to read.
I've been spending a considerable amount of time on marketing automation in the last month and these books from my childhood remind me of how marketing automation works. The big difference though is the customer doesn't realize he's choosing his own adventure as he navigates the communications we set out before him. He's simply making choices based on the marketing that we're putting out there and then based off of what he chooses we choose for him the next communication he receives.
As I'm building this out I'm starting out with a pretty blank slate. There's a lot we don't know, but as we get more information from prospects and customers it will become clear who they are and what their story is and how we can market to them even better. We'll begin to understand what they're interested in. We'll start to know what they like and what they don't like.
It's going to be an adventure for them and us.
I've been spending a considerable amount of time on marketing automation in the last month and these books from my childhood remind me of how marketing automation works. The big difference though is the customer doesn't realize he's choosing his own adventure as he navigates the communications we set out before him. He's simply making choices based on the marketing that we're putting out there and then based off of what he chooses we choose for him the next communication he receives.
As I'm building this out I'm starting out with a pretty blank slate. There's a lot we don't know, but as we get more information from prospects and customers it will become clear who they are and what their story is and how we can market to them even better. We'll begin to understand what they're interested in. We'll start to know what they like and what they don't like.
It's going to be an adventure for them and us.