Craft Intelligent Content for Automation Success

Marketing automation gives you a platform to leverage content to move buyers down the purchasing cycle.

When the co-author of Manticore’s “Quintessential Marketing Automation Guidebook” read the work of his collaborator, Ardath Albee, he felt it was important enough to re-position as a blog.  The chapter in review is titled, “Use Content Intelligence to Drive Pipeline Momentum.”

Some of the key points Craig Rosenberg (aka The Funnelholic) pulled from the chapter include:

  • Send the right message at the right time: Content is one of the most important ways to engage a new buyer who will not contact your sales team until they are ready to buy.  A content strategy should design content that helps you gather intelligence about prospects based on information they engage with. Learn from their activity patterns.
  • Map your content: One great suggestion is to map the buyer journey. This requires that you list all of  the buyer’s questions from the start of the process until the purchase.  Then turn these questions into steps.  Your content should answer each question and facilitate each step.
  • Tie it all together: Once you have great content, it is time to use automation to understand the buyer experience and know when it is time to engage.

Content without marketing automation will have no real impact on sales.  To increase sales, your content needs to tell you as much about your prospect, as it tells them about your product/solution.


Vickilynn is a Novelist whose first book "Waving Backwards" was published in July 2015. She is also a Blogger at Adoptionfind Blog. Previously, she was a Freelance marketing copywriter at OpenView.
You might also like ...
Customer Success
How SaaS Founders Can Reach the Gen Z Market
When I was a teenager, I wanted to manage rappers. The lifestyle didn’t agree with me, so I became the...
by Paige Finn Doherty
Customer Success
Your Guide To Customer Support & PLG
In a product-led growth (PLG) business, should we aspire to have *zero* customer support? My take: No! Support plays a...
by Kyle Poyar
Customer Success
Your Guide to PLG and Community—It’s Way More Than Launching a Slack Group
In a product-led (PLG) business, some of the tried-and-true SaaS growth tactics aren’t at your disposal. Since you’re initially focused...
by Kyle Poyar