You don’t – you demonstrate it!
Love it or hate it, there’s no denying that marketing has its advantages. Implemented properly, a solid marketing automation campaign can be executed with precision, speak directly to your audience at just the right time in the buying decision process, and yield incredible results.
The Devil is in the Details
The challenge, of course, is to start with a solid strategy. Assuming that the strategy has been properly identified and articulated (a necessary assumption since the topic of this article is implementation and not strategy), the “marketing” piece is automated, right? I mean, it’s in the name.
Not so fast. Marketing automation requires meticulous front-end planning. With careful orchestration of your marketing communication components and messaging, as well as accurate sequencing of workflows, you can sit back and – push the button. It’s “automatic”.
Can’t Picture it?
Think about how exciting it would be to have a product that handled the front and back-end deployment of marketing automation powered by a team of experts to help plan and execute your campaign. You’d want to tell the world, or at least a few of your closest friends. But how to explain a relatively complex product capability? Put it into action!
That’s exactly what we did. At Total Spectrum, we developed an interactive demo targeted to an audience that we anticipated would be receptive to the idea of a new kind of marketing automation product + service. Because although the software can perform its’ function, if you don’t have the right thinking behind your communication, your efforts will be wasted.
Take It For A Test Drive
An interactive demo allows the audience to participate in an engaging “test drive” to experience, first-hand, how the product works. Based upon self-identifying with a set of criteria, the prospect is sent a series of emails that tailors the message to his/her specific interests. This is the core tenet of any successful digital campaign.
Gone are the days when a “passive” visual will attract attention and elicit a response. There’s too much competition for attention. See how the power of interactivity transforms a static communication into an interactive, immersive journey that communicates the power and possibilities of marketing automation.