What do you do when your company has a problem that needs to be solved? You probably search the internet for information about the issue. You do not immediately start thinking about suppliers, products or solutions – you try to find a name for the problem and build an understanding of the issue as a whole.

From the service provider's viewpoint, it would be ideal if the potential customer came to their online store when they were searching for solutions to their problems. Then the customer may be left with an impression – preferably a positive one – of the service provider when they progress to analysing different solutions and suppliers.


But how can companies attract customers who are only just opening their eyes to the matter and are nowhere near contacting suppliers? Marketing automation enables this probability to improve significantly.


Wise content marketing

Marketing automation tools offer pure statistics, as well as precise information on who has visited your online service, what content they have researched and when it happened. Perhaps one of your passive customers is becoming more active or a certain industry is seeking solutions for a new requirement applying to them. By identifying the circumstances and challenges of different customers we are able to provide exactly the content they are looking for and direct it to a precisely selected audience through media such as email campaigns.


Wise content marketing provides customers with information that helps them. By tracking customers' actions we are able to infer which stage they are at in the purchasing process and plan messages accordingly. Customers learning more about a problem or a matter may be looking for a more general overview of the issue, while customers on the verge of making a purchase could be searching for customer references to help them make a decision. Targeted content that addresses customers' needs helps marketing to create more mature leads for salespeople and promote transactions.


Who does all of this?

Attractive content cannot be created simply by tools – it demands time and effort. Your customer base will determine the subject areas in which content is needed. Perhaps you would like to speak to designers in the construction industry, purchasers in the marine industry or marketing directors in the tourism sector. If you are lucky, your organisation will be found by a group of enthusiastic bloggers, creators of skilful solution presentations or writers of enlightening case studies. It may be necessary to lay a simple foundation for experts to produce drafts that somebody can work up for publication. And even if there are not many volunteers, they can be easily convinced if there is clear information to demonstrate that the effort required to produce content can really lead to results.


Marketing and sales are left with the job of tailoring processes and content to work as desired and serve the correct target groups to the best possible extent. Marketing automation may inform someone when the same visitor has viewed content on a certain subject area three times or visited the online service five times. The actions taken by users may trigger an entirely new campaign message or send information about the potential customer directly to the sales team.


Sales marketing

Marketing automation is a tool that is genuinely shared by sales and marketing. When salespeople provide information from the field about customers' needs, marketing can give details about customers' activities from the perspective of content usage. Working together makes it possible to create precisely targeted content to answer questions that customers are just beginning to formulate or raises customers' awareness of talking points in the sector.

Read more about the HubSpot marketing automation  

Anu Hakkarainen avatar