11.
Using Automation to Guide Journeys
Now that you’ve mapped out customer journeys of your various buyer personas and understand how to use triggers to meet buyers where they are and move them forward, it’s time to put those ideas into practice at scale. As I’ve mentioned, none of the concepts I’ve described so far are easy to implement. But technology can help by creating a strong enough current to carry customers through their journey, stage by stage. Such levels of individualized context require a new form of technology able to instantly create and execute programs in real time: automation.
Marketing automation platforms aren’t new. But despite being around for more than twenty years, only 44 percent of brands currently use them.1
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