Automation
The trend in marketing communications has been toward smaller and smaller segments. Everyone’s objective seems to be true “1-to-1” communications. And, correspondingly, the more marketing information we hold, the smaller the communications segment we handle. Consider a small B-to-B example:
Yet the average small B-to-B marketer is doing well to mount six marketing communications efforts a year. With a base of 2,000 customers, that amounts to 12,000 contacts a year.
Where do you make the compromises in that scenario?
No matter how you cut it, with 12,00 actual contacts against 3,000,000 possible combinations, you’re only going to make marketing contact against about 4/10ths of 1% of the variables that have relevance to a potential buyer.
Automated Marketing Communications (AMC) systems make it possible to address all of the marketing variables, or all the segments, in each communications effort.
