What is Marketing Automation?
Tuesday April 26, 2016
Marketing Automation: from a sales perspective
It might not be the most glamorous topic, but it is one of the hottest buzzwords in tech right now: marketing automation.
Marketing automation is a category of technology that allows organisations to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and increase revenue faster. Sounds amazing right?
How Can Marketing Automation Help You?
Marketing Automation extends the sales funnel earlier into the buying cycle to engage with those customers who have not yet considered buying, while extending marketing into post-sales to help with cross-selling, up-selling and customer loyalty. Here are four stages in the B2C sales category where Marketing Automation can help:
1. Lead Generation
Marketing automation can use social channels, shareable content and landing pages to generate awareness and turn unknown visitors into known customers or fans. Using Google Analytics, website behaviour is captured and analysed both before and after customer conversion in order to provide a full view of engagement.
For example, add a ‘subscribe to our newsletter’ widget to your news page. This will capture the details of visitors and allow you to cross market information – all whilst keeping the customer engaged and happy!
2. Lead Nurturing
Marketing Automation uses a strategy called Lead Nurturing, to develop and maintain relationships with visitors that are not ready to buy. These people are then nurtured with automated emails that provide interesting and relevant content, further developing the relationship until the lead is ready to engage in a sales discussion.
For example, you’re launching a new product and you invite customers to register their interest online. Once registered, you can send them information about the product, release date details and similar products of interest. All in all, just another excuse to keep in contact with potential customers!
3. Lead Scoring
Lead Scoring is the process of measuring interaction with your leads, awarding "points" to actions that a prospect takes that indicate interest in your products or services. For example, if a prospect visits your website, they might be awarded 1 point. However, if they visit the tickets page and download a fixture list, then they may be awarded 10 points for each action. When prospects have shown enough “buying signals” to get a score higher than a predefined threshold, the sales team can trigger an automated workflow and follow up with a phone call.
4. Customer Retention
Marketing Automation can continue the engagement into the post-sales area by automating pre and post visit communication campaigns.
For example, the UK's Number One tenpin bowling experience (The Original Bowling Company) developed a strategy which focused on customer retention and relationship building, rather than acquiring new customers. Therefore, to increase the average number of visits to their sites per year, repeat visits are encouraged by offering 33% discounts to customers immediately booking again (automated offer); discounts of 25% and 10% are offered at further intervals after the initial visit if a re-booking is not made. Read the full case study: click here
By investing time in these areas, you can achieve solid ROI from marketing automation. The key is to “think big, start small, and move quickly”.
If you would like to find out more information on how your organisation could use marketing automation, please contact us at firstname.lastname@example.org or +44 8455 088 149.