Automated marketing technology allows us to gather lots of lead data. But at the same time, the amount of data we have at our disposal can be a bit overwhelming and marketers can quickly lose sight of the goal: to give people what they want. Segmented messaging is key to moving prospects down your inbound marketing funnel without creating churn in your lead base. At a high level you want to nurture your leads with communications and offers that align with their needs and interests. This article shows how to segment your messaging based on the single most important lead quality—qualification—then create a workflow that automates your email messaging to that group. Once you get that down, you can move on to segmentation based on what leads are interested in. I will follow up with an "interest workflow" article.
These days, you can’t even open an article about marketing on line without reading of the importance of content marketing. We’re even guilty of tossing this particular marketing term of art around all too frequently, as we work with clients, in articles on our company blog, and at industry events like the September Inbound 2012 conference.