NEW YORK — Reach every customer with personalized content 48 hours after
they visit your Web site, track and schedule when to use the sales team, and
reduce marketing administration. Sound too good to be true? It’s automation.
Vtrenz Inc. CEO/founder Brian Gramer presented “Utilizing Technology to
Automate an Integrated Marketing Strategy” at DM Days New York yesterday.
He spoke about the benefits of using an automated marketing system to collect
data from multiple channels and move prospective customers through the
“Just about every industry has a need for an automated marketing system,” he
said, “if they have a high-price item and a sales force.”
Automated marketing systems unify aggregate marketing data. This improves
marketing spend and creative campaigns and trims lead generation costs. Each
time a lead generation push is done, the information is stored in a central
Customer-entered data are recorded and segmented so that predetermined
campaigns can be directed at the appropriate parties. Marketing teams
create information and promotional materials for people at various stages in
the buying cycle that can be distributed when appropriate to names within
the central database.
This is particularly relevant for customers that investigate a product
earlier than they contemplate buying. Marketers can maintain brand
connection with interested parties.
“Automating allows us to increase the number of positive impressions sent to
the right audience when they request information,” Mr. Gramer said. “It’s
all permission based. It’s just sending them the information when they want