Business Rules, within the context of Marketing Automation, consist of the automation rules which are applied to website visitors to:
- Grade them according to their profiles and score them on their online activities using their digital footprints
- Segment them according to their demographics, preferences, and interests
- Communicate with them through drip marketing programs, to nurture their interest until they become “sales-ready”
- Assign them to sales (when, where, how)
The rules are sometimes called Automation Rules as opposed to Business Rules, but either way, they serve both to automate the activity and also to ensure that all such activities are done consistently. For this reason, the rules should be based on your current best manual practices in marketing and sales .