Marketing Automation facilitates businesses in optimizing, automating, and monitoring common marketing activities. However, an effective marketing automation platform not only simplifies the tasks of the marketing team but also contributes to enhanced transactional outcomes for businesses.
Thus, how might you leverage various facets of marketing automation to augment sales? Consider implementing the following tips:
1. Evaluate leads with a scoring function
Are you annoyed by complaints from sellers regarding the inadequacy of leads with marketing standards? Identifying the opportune moment when a lead is prepared to conduct a sale can pose a challenge, yet the scoring function of the Marketing Automation platform effectively resolves this issue.
Lead scoring is a method wherein points are automatically added or deducted from each lead based on the actions either executed or omitted. Additionally, demographic information can be utilized to elevate scores for leads aligning with your ideal customer persona. Upon reaching a predefined goal, a lead is deemed “ready for sales” and subsequently forwarded to the sales team.
Lead scoring aids in safeguarding that your sales team allocates their time efficiently, avoiding investment in unqualified leads. Moreover, it has the potential to shorten the overall sales cycle.
2. Personalize your website
Upon visiting your website, potential customers often form an initial impression of your company. Implementing a personalized website can enhance your conversion rate and foster a more favorable impression. Utilizing lead and customer data, encompassing demographic details, work environment, online activities,…, enables the personalization of landing pages and other web content tailored to individual leads. Furthermore, even the experiences of anonymous web visitors can be personalized through this approach.
3. Furnish your sales team with the requisite information for monitoring
In order to guarantee that sales leads receive appropriate information, it is crucial to equip the sales team with the necessary resources for engaging in productive conversations. By monitoring the interactions between potential customers and your company and providing this data in a centralized location, such as their CRM system, the sales department can conduct personalized and impactful conversations with each sales prospect.
4. Nurture your leads
In an optimal scenario, all marketing contacts would be prepared for sales. However, in practicality, the majority of leads are not ready and necessitate nurturing before they can be successfully converted into sales.
Through the application of lead nurturing into stages, tailored content can be provided to each lead, guiding them towards readiness for sales at their own pace. Segmented lead nurturing can be conducted based on industry, job role, or company size
5. Monitor your leads across all channels
Your leads engage across various channels, including social media browsing, web searches, event attendance,… It is imperative to monitor all interactions your leads have with your company, regardless of the channel. This enables precise targeting of messages to potential customers based on the content type that resonates with your audience, thereby enhancing revenue, as relevant content is paramount for lead retention and interaction with your company.
Utilize platform-specific tools such as predictive content, web personalization, digital advertising, and triggered emails to effectively engage potential customers with personalized, pertinent, and timely messages, as well as facilitate the collection of data regarding their interaction (or lack of interaction), with your message or content.
(According to Digit Matter)