The Right People at The Right Time
Successful marketing is time-consuming and stress-inducing, especially if you’re attempting to convert each and every customer individually. Marketing automation saves time and money by utilizing software that performs a set of actions based on actions a person has taken — and there are many options for marketing automation platforms we’ve already compared for you!
Marketing automation is about delivering appropriate content to prospects when they need it. Scheduling emails and social media posts are part of it, but you can do so much more with automation to nurture leads towards sales.
Marketing automation can successfully increase your conversion rates by more than 50% when implemented effectively.
(Lenskold and Pedowitz Groups)
63% of companies outsource all or part of marketing automation strategy planning. 37% use in-house resources only.
(Ascend2 “Marketing Automation Trends Survey” (2016))
In the next two years, an additional 21% of Marketing Leaders plan to use a Marketing Automation Platform.
(Salesforce “State of Marketing” (2017))
Show and Tell on the Sly
In today’s world, there is so much information available online that customers want to do their own research, creating their own list of criteria and using it to qualify and determine a short list of potential companies. A lot of consumers don’t want you blatantly inserting yourself in their research. Marketing automation allows you to develop a relationship with somebody while you’re not in front of them.
Say you’ve gotten a lead who converted on your website somewhere along the way. Using automation, the system you set up makes correlations about what that lead is looking for based on what they’ve previously engaged with and other data points, and then sends content based on that lead’s interest areas. You can send them on a journey by answering questions, such as:
- What pages did they look at?
- What emails did they open?
- What links did they click?
- What content did they download?
- What topics prompted their interest?
- What geo and demographic characteristics do we know about them?
Figuring out the answers to these questions empowers you to send more-relevant content over time, which could push those leads onto one or more pathways. Each conversion also lets you narrow those paths because more information has been learned about the lead’s interests. Specific targeted content sent to a lead allows you to develop a relationship without actually making personal contact.
This type of program allows you to learn much more than just an email address or phone number. By offering relevant content that the lead engages with, you build credibility and they’re more likely to answer your questions, allowing you to learn more and more about what that person wants. By the time they connect with a salesperson, you may know who they are, what their problem is and much more about them that empowers you to have a meaningful conversation with them.
At Savoir Faire, we were recently working on developing a lead nurturing program for a client. The four of us who were brainstorming are relatively close to the same age. But, from there, we would fall into four separate paths. We started on the same Go spot on the game board, and then, through different progressive profiling, we separated out onto different pathways. Using just the four of us as examples, we were able to develop four different workflows based on our demographics and interests.
We used that information to determine which pieces of content would be appropriate for each pathway. Some of it was existing content and other elements needed to be developed. So, marketing automation can be implemented beginning with the content you have at hand, and then developed and enhanced over time.
Ultimately, though, these initiatives will save you marketing dollars and qualify your leads with some level of automation, saving you time and effort, and allowing you to track the success of all campaigns at a level that provides much more granularity around what is working and what needs to be improved. It’s a powerful mechanism for smarter marketing and we have the expertise to help you set up a system, run it, and make changes to increase your return on investment.