From static campaigns to intelligent, multi-channel engagement across the entire buyer journey

Traditional marketing automation has failed to keep pace with today’s non-linear B2B buying journey. Static, email-centric nurture programs are delivering diminishing returns, with only 14% of B2B organizations able to deliver true personalization at scale (Salesforce, 2024).

Recent research shows that organizations implementing intelligent, multi-channel nurture see 3x higher engagement rates and 40% faster progression through the buyer journey compared to traditional email-only approaches (Forrester, 2024). MarketOne’s AI-driven Always-on Programs transform traditional nurture into intelligent, cross-channel engagement that adapts to buyer behavior in real-time. This approach delivers relevant content through optimal channels precisely when prospects are most receptive to your message.

The Always-on Global Nurture Framework

Our Global Nurture Framework provides the structure for intelligent, always-on engagement across the entire customer lifecycle. Unlike traditional nurture programs that operate in isolation, our framework ensures seamless coordination across channels and lifecycle stages:

• Acquisition sources feed directly into personalized welcome journeys
• Engagement programs adapt based on explicit and implicit interest signals
• Reactivation flows automatically trigger for disengaged contacts
• Opportunity acceleration provides sales-aligned content at critical decision points
• Loyalty and expansion programs nurture existing customers for growth

Each component leverages AI to determine optimal timing, content, and channel mix based on real-time signals rather than predetermined schedules.

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The AI Factor: building an Intelligent Engagement Engine

AI-driven Always-on Programs leverage advanced artificial intelligence to transform traditional marketing automation:

• Dynamic journey orchestration – Unlike rigid campaign flows, AI continuously analyzes engagement patterns to adapt each prospect’s journey in real-time, ensuring relevant touchpoints regardless of their non-linear path
• Intelligent channel selection – AI determines optimal channels for each contact based on their engagement history, automatically shifting between email, social, web personalization, and digital advertising
• Content intelligence – Machine learning algorithms select the most effective content assets for each prospect based on intent signals, engagement history, and similar buyer patterns
• Personalization at scale – Generate truly personalized messaging that references specific interests and behaviors, moving beyond basic merge fields to contextual relevance
• Trigger optimization – AI constantly evaluates and refines trigger rules, identifying which signals most strongly indicate buying intent and automatically adjusting program flows accordingly

By embedding AI throughout the nurture process, it’s possible to transform static campaigns into dynamic conversations that evolve with each prospect’s unique buying journey.

Not getting the most out of your marketing automation?

Our Always-on program services are delivered by a team combining onshore and offshore resources with strategic expertise and execution excellence across all digital channels, delivering:

• Strategic program architecture that orchestrates email, social, paid media, website personalization, and sales enablement
• Planning and execution of AI-driven content selection and personalization that adapts to engagement signals
• Cross-channel execution including email, landing pages, social media, retargeting, and web personalization
• Continuous performance optimization with AI-powered testing and refinement
• Global scalability through standardized processes while maintaining regional relevance

“Your team’s innovative approach and collaborative spirit has inspired us to think outside of the box”

Sr Digital Marketing Manager, global data center organization