The strength of most marketing automation platforms (MAP) is that they can be used in as many creative ways as you can come up. While MAP isn’t typically thought of as a tool for product marketing, there are some really great ways to use your platform to help your product marketing team be more successful.
1. Create product interest segments
A list of leads and/or contacts with similar product interests can be very helpful for product marketing and these segments can be created using data from a variety of sources. For instance you could have your sales team tag product interest directly in CRM when they speak with prospects or you could use visits to product pages on your website or you could create a list based on product specific content requested. You can even use a combination of these sources to find the products your contacts are honing in on.
2. Use contextual content on your website
Most enterprise marketing automation platforms can connect your contact database to your website content and allow you to dynamically offer different content action based on who they are and their past history. Practically this means your website can personalize each interaction by recommending specific content and products based on past interactions. You can create recommendations for other relevant content and even modify your call-to-actions to match any given contact’s product interest.
3. Product relevant nurture campaigns
As leads progress through the sales process and seek out more product-focused content, lead nurturing campaigns are a highly efficient and easily measured tactic. You can use them to focus on your prospects’ pain points and how your product can address them as well as the key features and benefits that help. You can also encourage interaction with other MoFU (middle of the funnel) content assets like testimonials, case studies and data sheets. These kinds of campaigns can also help you identify the most active leads and accelerate those to sales.
4. Use product info in lead notifications to help sales
Alerting sales when a lead is ready for some human interaction is a very common practice. What isn’t as common is including product information to help provide context for that follow up. An excellent best practice is to include which product pages the lead has viewed, how many times they have viewed each page and a list of associated content they’ve downloaded or read.
5. Use (and automate) social listening for product not just brand mentions
The social-sphere is full of conversations and you should know when they are talking about your products. If your MAP has social listening functionality, you should set up campaigns to listen for mentions of your products just like you do for your brand name. You want to know if the market is happy or indifferent and you want to know why. Listening to social media can help you develop important insights you can use in future campaigns.
These 5 ideas for product marketing with MAP will depend on the feature set of your platform but even if you can only execute one or two – you will see some powerful results.
About the Author: Chris Hokansson is the managing director of One Red Bird.
One Red Bird helps B2B marketers use software and data to craft better marketing.