Lists and How we Use Them
There are many ways in which you can segment your audience, or in plain English, break up your big list into smaller lists that all have common themes. For example, Palm Beach Software Design segments our clients into a few different “main” lists: Business Owners, Operations Management, Sales Management. Each one of these “personas” may reach out to us for the same exact programming work. However, each one of these people may communicate differently based on who they are and their position in the company…which means we need a different way to speak and communicate to each of them.
Personas and Dynamic Content
Marketing Automation allows us to cater to each persona differently by implementing “workflows”. For example, we sell “solutions for more sales/service” to business owners (Presidents and CEO’s) in that we can build custom software exactly how they want it. They are interested in how it may boost profits or increase sales. We build out their vision. A COO (operations) on the other hand probably has zero interest in sales, but very interested in how the software will streamline the production process. By using “workflows” in marketing automation, we can conditionally change the content of our emails based on their personas, their needs, or any other piece of information that can be captured in a form.
With Marketing Automation, the more we learn about the prospective customer, the better we’ll communicate in “their language”, which will create a stronger, richer relationship, which ultimately leads to more sales and repeat business.