Marketing automation may sound like a fantastic solution to a common marketing problem but it is simply not enough just to consolidate all your data in one place.
With progressive profiling, when a visitor fills out a form on a website or landing page for the first time they are required to only answer a few form fields. Then each time they re-visit your site looking for more information about how you can help them achieve their goals they are willing to provide a little more information about themselves.
There’s a myriad of financial benefits to cleansing your marketing database. Not only will you stop wasting money on storing obsolete data, but the improved accuracy means your campaigns will be more relevant and more likely to be successful. Understandably, using obsolete data for targeting will only lead to ineffective campaigns.
Lead scoring methodologies are an imperfect science. You meet with Sales, build common definitions, and assign scores based on your current buying process. However, buyer behaviour changes, there are shifts in the market and your lead scoring system becomes inaccurate. Hence, it is important that you don’t set it and forget it.
