Five tips to better automated lead interactions
By Lisa Arthur, Chief Marketing Officer, Aprimo

Today’s savvy marketers are combining offline and online real-time behaviour information to produce a customer profile that is higher in accuracy.

This, in turn, leads to greater precision marketing communications and new approaches to implementing and measuring the campaigns that present these personalised messages to the contacts. The new approaches mean marketers are replacing transaction-based direct marketing campaigns, for example volume email blast, with interactive ones that are more conversational and ongoing.

Most of the communications between the contact and the B2B marketer occur online, which is ideally suited for automated lead interactions as it supports the flow of information and it is highly automated.

Here are some interactive best practices marketers should know if they intend to use conversational campaign, marketing’s richer, more mutually rewarding interactions, to engage with customers.

Integrate and manage your online marketing system

By Paul Ryan, Group Sales Manager, FatCow.com.au

‘How do I manage my online marketing system?’ is a question constantly asked by businesses. The internet has been an increasingly popular way to market to existing and potential customers for over a decade now. However, many still find online marketing ineffective because they don’t know how to integrate the different activities.

More than ever the race is on to fence off names and words. This is particularly so in an online world where many services providers such as Google, Bing, Twitter, eBay and FaceBook generally require a trade mark registration as a prerequisite to challenge third party names.

Online retail services may be experiencing fast explosive growth. However, the system for registered protection of trade marks for retail services (whether online or not) has moved very slowly over the years and can be confusing. Similarly trade mark protection of online businesses has also been inconsistent and very confusing.