For years, small to medium businesses have envied the powerful marketing campaigns of their larger counterparts. But today, bigger budgets and marketing departments are no longer the only keys to marketing success. Rules-based marketing is an automated strategy involving if–then rules, resulting in communications that are more timely, relevant, and consistent across multiple communication channels, for even the smallest organization.
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or customers via email, direct mail, telemarketing or other communication channels. Through rules-based marketing, you, as a marketer, create “rules” that guide your marketing campaigns. These rules govern which information is sent out when, which messages go to whom, which prospects or customers fall into which categories and so on. Rules-Based Marketing in Action Let’s say you send out an email announcing a Web-based seminar. Using rules-based marketing, you can set rules that automate the