Will Marketing Automation Leverage Daily Deals?
I think there might be an interesting opportunity for lead nurturing campaigns to eventually include daily deals into the marketing mix. Eventually, there may be room for marketing automation software companies like Eloqua and Marketo to integrate a daily deal platform into the software.
U.S. consumer spending on daily deals is forcasted to reach $3.9B by 2015. Although it's largely erupted as a retail consumer play with little activity in the B2B space, there may be an opportunity for B2B marketers. After all, we transform into retail consumers when we're on our lunch break, after we get home from work, and on the weekends. And we're increasingly interested in daily deals.
Lead nurturing software companies can take advantage of the exhileration consumers experience when they get a daily deal. Marketing automation software companies can partner with daily deal platform software providers to integrate daily deals into campaigns that promote exclusive, high quality content used for nurturing high-value B2B prospects.
The big difference would be that the content would still be free. B2B prospects would be discovering the lead nurturing content in yet another (familiar) way: via a daily deal that is targeted to them.
What do you think?
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