Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
AdvertisingDigitalDigital MarketingMarketingStrategic Marketing
June 8, 2018

Identifying Ideal Customers, Mapping the Buyer’s Journey and Creating Experiences with Marketing Automation

Marketing automation is, according to industry statistics, a $32 billion business. That number is certainly only going to increase as the way in which it is utilized and the tool itself become more sophisticated.

Companies use marketing automation to identify leads, convert them into sales, grow revenue, increase operational efficiency, and prove ROI. According to a study done by the Aberdeen Group, companies that implement a marketing automation system as part of their marketing and lead gen efforts see:

  • 107% better lead conversion rate
  • 40% greater average deal size
  • 20% higher team attainment of quota
  • 17% better forecast accuracy

To truly integrate a marketing automation platform into a marketing strategy, it has to be used to do more than simply blast out emails to huge lists of potential clients or customers. The goal of marketing automation should be to start a conversation…and those conversations should lead to conversions.

SharpSpring is one of the country’s leading marketing automation providers and I was honored to have Andrew Dodd, the company’s CMO, on the Integrate & Ignite podcast not long ago. One of the topics of our conversation that resonated with me was the importance he put on “after-the-click” tracking in order to truly personalize the messaging.

For Andrew, it’s about “getting into the brains of the customers.” And, you can only do that by effectively mapping the customer journey and engaging in conversations with your customers on the basis of the way they want to learn.

By sending every lead the right information at critical points in their unique buying process…and by ensuring that your sales team is fully integrated into that process…is what will move the conversion needle.

But, it’s more than analytics. Thinking of potential customers as brand partners and not as “transactions” is what will also guide and inform your marketing automation strategy. This mindset is what will make a MA campaign more targeted, more successful, and your conversion rates higher. In the perfect scenario of marketing automation, the buyer gets a simpler, more consultative sales process, and the seller gets a more efficient (cheaper, quicker) sales process that results in better customers.

At Avocet, we use marketing automation to help our clients define their Ideal Customer Profile (ICP), predict and score potential leads, and to create experiences for prospects and customers that move them from “maybe…” to “Aha! Yes!”

If you’d like to hear more of my conversation with Andrew, learn more about his approach to effectively optimizing marketing automation campaigns over time, and about what he calls, “mapping out the storytelling continuum,” TUNE IN HERE.

 

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

30 Comments - View all

furtdso linopv 8:15pm on December 10, 2018

Hey There. I found your weblog the usage of msn. That is an extremely neatly written article. I will make sure to bookmark it and come back to learn more of your helpful information. Thank you for the post. I will certainly comeback. http://www.furtdsolinopv.com/

30 CommentsX
Like 3:20am on September 19, 2018

Like!! Thank you for publishing this awesome article.

เพิ่มยอดไลค์ 3:21am on September 20, 2018

I went over this site and I think you have a lot of good information, saved to fav 🙂

納秒 12:24pm on October 12, 2018

CLINIQUE 倩碧線上購物官網。瀏覽Clinique倩碧官方網站,了解更多線上購物、護膚、彩粧、香氛及禮品詳情。通過過敏性測試,百分百不含香料。

https://skinac.com/tag/納秒

ปั้มไลค์ 1:07pm on October 13, 2018

Perfectly composed articles , thankyou for information. 🙂

醫學美容 絲滑 cosmetic.wiki 5:01am on October 14, 2018

氛身 Hugo Boss Hugo Woman女士香氛系列 造型打扮 Grooming 新Monday 氛身 Hugo Boss Hugo Woman女士香氛系列

https://cosmetic.wiki/tag/絲滑

雙眼皮常見問題 8:12pm on October 17, 2018

清除堆積,縮小58的毛孔外觀,控制多餘油脂。

https://skinac.com/tag/雙眼皮常見問題

醫學美容 減肥方法 cosmetic.wiki 4:19am on October 21, 2018

【香水】粉藍鑽石的誘惑 MontBlanc Lady Emblem L’eau – Katerina的花俏部落格 •Beauty •Fashion •Lifestyle 【香水】粉藍鑽石的誘惑 MontBlanc Lady Emblem L’eau, Katerina的花俏部落格 •Beauty •Fashion •Lifestyle: 【香水】粉藍鑽石的誘惑 MontBlanc Lady Emblem L’eau, Katerina的花俏部落格 •Beauty •Fashion •Lifestyle

https://cosmetic.wiki/tag/減肥方法

918k 7:16am on November 2, 2018

Good reader may have an idea where writer may be leading them.
Why don’t you try doing it this way? After all, many people need to be sold on good wellness. https://918Kiss.host/downloads

live dealer blackjack nj 6:37am on November 9, 2018

Headline tags show the search the great need of these express.

These days, people in order to go for websites or blogs for private or business purposes.
Use a rose print paper and include quotes about roses. http://alfateam.ru/bitrix/rk.php?goto=http://www.777pokergames.com/discover-the-finest-

mega888 casino 10:00am on November 9, 2018

Will this mean however not have great results with online stock
trading? So can be the consequence of a negative opinion? What makes their topic of conversation any compared to yours or anyone else’s for
that matter? https://918kiss.host/70-mega888

ace hardware 33322 3:22pm on November 9, 2018

Driving traffic and providing good content offers
a nice work from their home income. As this will also get basically
lot of targeted in order to your website page.
This is known as pay per click marketing. http://www.webcenter.hu/transfer/devel/phpinfo.php?a%5B%5D=%3Ca+href%3Dhttps%3A%2F%2F918

ace hardware 33322 3:22pm on November 9, 2018

Driving traffic and providing good content offers a
nice work from their home income. As this will also get basically lot of targeted in order to your website page.
This is known as pay per click marketing. http://www.webcenter.hu/transfer/devel/phpinfo.php?a%5B%5D=%3Ca+href%3Dhttps%3A%2F%2F918

Football Solutions Elias Kachunga 5:06pm on November 9, 2018

The best moment in a referee’s domestic career is receiving a phone call from the FA informing you that you will officiate the FA Cup final. Martin Atkinson should get it this week. Atkinson favourite to get the call referees crave… taking charge of the FA Cup final

https://bit.ly/2JCArSc

sky casino wimbledon sweepstake 9:00pm on November 9, 2018

You can’t need any technical skills or massive researching firepower.
Third straightforward selling items through auction websites.
eBay is greatest gripe we have player in this. Convert these
to great ebook topic views. https://www.tradeentire.com/profile.php?a=14

directions to live casino 1:52am on November 17, 2018

People are online looking the answer in order to problem have
got. Particularly with all the bull that seems to be
floating around in IM forums, blogs and rrnternet sites.

This could raise your credibility many notches. http://www.cinecom.com/__media__/js/netsoltrademark.php?d=michinlab.com%2

directions to live casino 1:53am on November 17, 2018

People are online looking the answer in order to
problem have got. Particularly with all the bull that seems to be floating around in IM forums, blogs and rrnternet sites.
This could raise your credibility many notches. http://www.cinecom.com/__media__/js/netsoltrademark.php?d=michinlab.com%2F__

mobile slot sites uk 9:12am on November 18, 2018

Domain name flipping takes some time master like other skill though.
Entire body without having to trawl by your badly managed filing system or that crowded desktop. http://catherineponder.net/__media__/js/netsoltrademark.php?d=scr888.group%2Flive-casino-games%2F2483-ace333

should i play online casino 10:11pm on November 18, 2018

These levels can be as high as 60% around Japan. You
may add fish to any diet 2-3 times a week to help you
drop unwanted pounds. It’s important to provide espresso of worth to your goal market. http://www.carpenters1307.com/__media__/js/netsoltrademark.php?d=scr888.group%2Fother-games-download%2

should i play online casino 10:11pm on November 18, 2018

These levels can be as high as 60% around Japan. You may add fish
to any diet 2-3 times a week to help you drop unwanted pounds.
It’s important to provide espresso of worth to your goal market. http://www.carpenters1307.com/__media__/js/netsoltrademark.php?d=scr888.group%2Fother-games-download%2

futbol.run UEFA Champions League 2013/14 – History – Steaua-Schalke 9:33pm on November 19, 2018

Liverpool manager Brendan Rodgers intends to keep every one of his players grounded as the club closes in on a first title in more than 20 years following the 3-2 win at relegation-threatened Norwich on Easter Sunday. Brendan Rodgers refusing to let Liverpool get carried away as Reds edge toward title

https://bit.ly/2S3sXus

free cash no deposit casino australia 3:42am on November 26, 2018

2nd topic deal with is the development of the site.

Titles are factor places motors look for keywords.
I do this every day and have had success for a long time. http://easyhyperlinks.com/index.asp?target=http%3A%2F%2Fwww.3king88.net&displaytext=merchants&submitted=True&submit=Construct+Link

918kiss 7:15pm on November 26, 2018

There are just more and much more sites that mushroom and pop up all time on total.
Then you religiously submit your site to all the search
sites. But what if you find yourself just getting going? http://Www.watmasia.net/__media__/js/netsoltrademark.php?d=www.pandorajewelrys.us.org%2Fcasino-

918kiss 7:16pm on November 26, 2018

There are just more and much more sites that mushroom and pop up all time on total.
Then you religiously submit your site to all the search sites.

But what if you find yourself just getting going? http://Www.watmasia.net/__media__/js/netsoltrademark.php?d=www.pandorajewelrys.us.org%2Fcasino-

sky777 free credit 8:44pm on November 26, 2018

What things perhaps have you done differently that would have helped the relationship remain audio?
The more detail the less confusion there seem and less chance s/he will fall back in the old
behavior. http://www.telediez.com/index.php?url=http://sexymap.net/exlink.php%3Furl=https://cuci.today

candy b function 6:22am on November 30, 2018

Even if there can only be a few IP per day, nevertheless, you could also dig the
actual earnings alternative. Perfect attract consistent flow of targeted traffic when applying this prepare. http://Www.Timberlandbootsoutlet.name/health/a-safe-and-happy-sexual-life-with-the-help-of-natural-libido-

candy b function 6:22am on November 30, 2018

Even if there can only be a few IP per day, nevertheless, you could also dig the actual earnings alternative.
Perfect attract consistent flow of targeted traffic when applying
this prepare. http://Www.Timberlandbootsoutlet.name/health/a-safe-and-happy-sexual-life-with-the-help-of-natural-libido-

play dressup games 8:17pm on November 30, 2018

Right selection of the online casino site is not easy for the guitar players.
Establish a process for make use of will finish with game
you have actually completely finished. http://1800-lawfact.com/__media__/js/netsoltrademark.php?d=acresngameneto.usa.cc

live blackjack free play 11:19pm on November 30, 2018

Products and solutions have the genuine estate site don’t exchanging links with the lantern store site.
It is a fun read, or otherwise I hope it is! Give
customers information and things that happen to be worth their interest. http://www.canada-goosejacketsoutlet.us.com/online-and-offline/

furtdso linopv 8:15pm on December 10, 2018

Hey There. I found your weblog the usage of msn. That is an extremely neatly written article. I will make sure to bookmark it and come back to learn more of your helpful information. Thank you for the post. I will certainly comeback.

http://www.furtdsolinopv.com/

E Advertising
 
Marketing automation is, according to industry  statistics , a $32 billion business....
 
Great passion for your product and your business at startup is...
 
Crowdfunding – Marketing Gold! Kickstart more than your capital. Posted by...
 
Five Social Marketing Tips for 2017 You already know that social...
 
50 of the Countries Top Entrepreneurs and CEOs Talk Strategy, Leadership,...
 
At Avocet we are keen strategists that spend our days coming...
 
Today’s consumers are inundated round the clock with literally thousands of...
 
To describe the agency business as “fast paced” is a bit...
 
There is no question that we’re all digitally dialed in like...
 
No doubt, from the biggest business ventures to the smallest news...
 
THERE ARE MANY THINGS TO TAKE INTO CONSIDERATION WHEN DEVELOPING A...
 
Sometimes you are so close to your own marketing that you...
 
I had finally made my way home after attending the BOLO 2014...
 
Retargeting; I’m sure you have heard the term by now.  But...
 
Most businesses have not yet realized the power of video as...
 
Ironically, this blog is about blogging. Many of you may be...
 
Most of us have heard the phrase “content is king”, but...
 
Here are some highlights I wanted to share from the SMMW14...
 
Within the last couple years Facebook ads have taken off.  As...
 
In a role where I am consistently in need creativity, I...
 
Traditional or online, the most successful marketing entails every aspect of...
 
When you think of social media what comes to mind? Photos,...
 
1. Focus On Profit Margins Are you focused on selling products...
 
60 Second Read The fact is that you don’t need to...
 
Can LinkedIn be an effective lead generator for your business? In...
 
• One of the most difficult things for companies to do...
 
Our friends at  eMarketer  just published a handy infographic dubbed  US Digital Media Usage: A Snapshot of 2013 .  Today,...
 
We had the pleasure of recently attending the  BOLO 2012  conference this year...
 
“Don’t be afraid to give up the good to go for...
 
We all know that profitable businesses are built on customers –...
 
Providing the right content at the right time in the right...
 
Pinterest…it’s an image sharing service yet so much more and it...
 
• In 1999, The Cluetrain Manifesto documented what businesses would have...
 
• With recent reports stating that there will soon be more...
 
How do you get your message to stand out and resonate...
 
• After its poor IPO showing and with a need to...
 
• Over the past three months, Google has been refining its...
 
The  Avocet  team had the opportunity to participate in  Arc Thrift Stores  charity golf outing...
 
In today’s complex marketing landscape, it is increasingly difficult to capture...
 
• Believe it or not, the year is half over. Now’s...
 
Savvy marketers are constantly challenged with creating engaging content that resonates...
 
The New Orleans Times-Picayune announced that it is ceasing daily publication...
 
• In all business categories, the defining decision a customer or...
 
Consumers’ use of QR Codes is growing in popularity, up 157percent...
 
It can be terribly confusing – so many social media platforms....
 
The Facebook IPO rollout, hyped to be a huge success, turned...
 
• The late night master’s trademark can be used a great...
 
• Pinterest, the image-based social media network, is riding a wave...
 
Here is a great article from  Search Engine Land  that gives some great advice...
 
Here is a link to the new  video  produced by Bing that...
 
Recently, we came across a great  article  addressing how up to 94%...
 
July 2010 – Special Summer Issue: Cracking The Marketing Code Estimated...
 
June 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
May 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
April 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
March 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
Marketing automation is, according to industry  statistics , a $32 billion business....