List building is a strategy that allows marketers to target customers based on their needs, goals, or other personal criteria (e.g. purchase history, location, age, etc.). These lists can be applied to all marketing materials (as well as the work of sales and service reps) to help your team offer customers a personalized and delightful customer experience.
Automated list building software exists to help your team create and manage accurate, up-to-date, and easily applicable lists in a way that’s quick and easy.
What is automated list building?
Automated list building is the process of using a tool to help you automatically create lists of audience members, whether buyer prospects or customers.
Automated list building software is a type of marketing automation tool that allows you to do this. We’ll review some examples shortly.
Benefits of Automated List Building Software
Here are some examples of the many benefits that you’ll get from using automated list building software.
- Segment customers into groups for targeting.
- Identify your most qualified leads and personas.
- Personalize customer experiences to help you retain more customers.
- Offer your customers the information and content that they care about.
- Automate the workflows to share tailored emails, SMS, and campaigns to the right customers at the right time.
- Analyze your lists as needed over time.
- Ensure your lists are automatically updated with new contact data.
- Share lists with Sales and Service reps for easy prospect/ customer handoff.
- Better understand your buyer personas and customers.
Automated List Building Software
HubSpot’s Marketing Hub comes in four plans: Free, $45/mo (Starter), $800/mo (Professional), and $3,200/mo (Enterprise).
HubSpot’s Marketing Automation Software allows you to build beautiful and automated email campaigns that are sent for you based on predetermined triggers. This way, you know your tailored content is being sent to the right recipients at the right time.
Use HubSpot’s advanced segmentation logic to determine which customers are added to your workflows and at which point in the buyer’s journey that happens. HubSpot also pulls information about your recipients via the Contact Database so each email is customized.
AdRoll offers a free plan and a Growth plan that’s $19/mo.
AdRoll is a marketing platform for email, web, and social media. To help you identify your audience, you can retarget prospects and customers at the right time (e.g. after purchase or sign up) with automated email series.
Trigger form display for email capture by your customer segments and their activity. You can also track then use AdRoll to track the success of those ads and emails in a single dashboard.
OptiMonk has four plans that range in price from free to $199/mo. There’s also a customizable plan that requires you to contact a sales rep.
With OptiMonk, you can build email lists of your website visitors who are most likely to convert based on their behavior. Then, OptinMonk will help you create and send emails that include tailored offers for those recipients.
In addition to email, you can subscribe your list of visitors to Facebook Messenger as well as use the tool’s widgets for gathering phone numbers of your website visitors so you’re able to create SMS campaigns.
Outgrow has four plans ranging in price from $14 to $600/ month.
Outgrow is a marketing platform that helps you create interactive quizzes, polls, calculators, and chatbots. Increase engagement across your content with dynamic text and charts that are based on user inputs.
You can segment your leads and assign them to campaigns that are tailored to their needs and interests. You can also use those segmented lists to help you personalize confirmation emails for your visitors.
Flexible pricing with the option of a free plan for Email, SMS, or Email and SMS depending on your needs.
Klayvio is an email and SMS marketing automation software. With Klayvio’s Flows feature, you can set customizable triggers to split audience members into different lists or groups. Customers are then sent down unique paths based on their list/ grouping with emails and texts that are specific to their needs and goals.
You can also set up list automations so that customers who subscribe to your business, they’re sent a welcome series via email and/or SMS. Additionally, create and share messages based on audience segments such as region, past purchases, and more.
Automate Your List Building
Automated list building helps your team accurately and efficiently create prospect customer lists and segments that can be used by Marketing (as well as other internal teams) to tailor marketing content and materials to individuals. By automating the personalization of the buyer’s journey, your team will have the ability to convert, delight, and retain more customers.
Content Marketers Share Salaries, Career Paths, and More in 2023 [New Research]
You certainly know your answers to these questions. But, until now, little industry research has dived into content marketing careers.
We set out to find answers. Our goal is to help content marketers understand their opportunities and positions – and help companies develop meaningful roles and the resources and opportunities to retain them.
So, earlier this year, we asked content marketers about their work satisfaction, career development, and salary expectations.
More than 1,100 content professionals had their say. You can read the full story – including salary breakdowns by role, gender, and generation – in the Content Marketing Career & Salary 2023 Outlook (gated).
Let’s take a sneak peek at some of the intriguing findings.
You (mostly) like your content marketing jobs
More than half of the content pros (56%) tell us they’re very or extremely satisfied with their current position.
One content marketer explains: “I can be creative while being tied to business impact. Content marketing offers the fulfillment and growth of a creative career with the stability and compensation of a corporate career. It’s the best of both worlds, and it’s sometimes hard to believe it’s possible.”
Another offers this explanation: “I love seeing all the pieces come together; how great words and innovative designs can affect and influence consumers and audiences. And I love working behind the scenes, getting to turn the cogs of the content machine.”
Satisfaction rates stay roughly the same from millennials to Gen Xers to baby boomers. (We had too few Gen Z respondents to report on their segment with confidence.)
Of course, that’s not to say the job is easy. When asked about stress levels, 24% of content marketers say they are “very” or “extremely” stressed.
One survey taker explains, “The pace of work can be relentless. Just when you’ve completed one big project, another is right behind it.”
And some kudos go to employers. A significant majority (74%) said they feel their employers care about their stress levels and mental health.
HANDPICKED RELATED CONTENT:
You’re well educated – and eager to learn more
Among the surveyed group, one in three has a master’s, doctorate, or another advanced degree. As you probably know from your and your colleagues’ career pathways, people come into content marketing from many backgrounds (some come from multiple fields), including:
And content marketers are eager to expand their knowledge base:
- Over 45% want to advance their skills in SEO, data analytics, audience development/segmentation, and integrating new technologies.
- 40% show interest in honing their writing and editing skills.
- One in three wants to hone their audio and video skills (filming, editing, and production).
Content marketers clearly rank high on the “digital dexterity” scale – the ability to learn new skills and adapt to new environments. That’s a sign of an adaptable, resilient workforce ready to meet whatever the future brings.
As Jean-Marc Laouchez, president of the Korn Ferry Institute, says in a Computerworld article: “Constant learning – driven by both workers and organizations – will be central to the future of work, extending far beyond the traditional definition of learning and development.”
And yet, many content marketers are looking for new positions
Content marketers like their jobs and are ready to learn. And yet, most (57%) say they plan to find another position within the next year or are unsure about their next steps.
Looking at it from another angle: Only 43% say they won’t be looking for a new job in the next year.
What’s driving this restlessness? Is it a persistent echo of the Great Resignation? Or a wave of “quiet quitting” in content marketing?
I don’t think so. Instead, the research points to something at the heart of content marketing careers.
Content marketing lacks a clear career path
The data highlights a troubling phenomenon: Only 23% of content marketers say they have a clear path for advancement inside their current company.
Nearly all the rest (69%) say they must leave their companies to advance or simply can’t visualize the path forward. (A small share – 8% – say they’ve reached the pinnacle of their careers and aren’t looking for advancement.)
This isn’t a new phenomenon. Robert Rose, our chief strategy advisor, has written about this problem: “Content marketing is growing exponentially. But the advancement ladder for content practitioners is missing most of its rungs.”
Companies that don’t address the content marketing career ladder will struggle to keep these highly educated, adaptable employees.
Content marketers want better-defined career paths and are eager to advance their skills. So, where to begin nurturing their ambitions? With dialogue.
If you’re an individual contributor on a content team, speak up about your needs and wants.
If you’re a team leader, involve your creative, results-driven professionals in open, honest conversations. Invite them to help shape their career paths based on their aspirations. Then partner with HR and executive leadership to provide what they need to achieve their goals.
After all, investing in their future also pays off for the brand.
Content Marketing Career & Salary 2023 Outlook offers more insights into:
- Content marketers’ income
- Unique career priorities by age and gender
- Advice on how companies can recruit and retain the best content marketing talent
I hope you’ll download the e-book to learn more. In the meantime, I’d love to hear from you. How do these findings align with your experience? What would you tell the next generation about content marketing as a career? Let me know in the comments.
Cover image by Joseph Kalinowski/Content Marketing Institute
Content Marketers Share Salaries, Career Paths, and More in 2023 [New Research]
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