Lead nurturing and marketing automation go hand in hand. Delivering the information your prospects and customers are interested in, when they are interested in receiving it, will increase the likelihood that they will purchase your products or services.
To be truly effective with your lead nurturing activities marketing automation tools are a must! In no particular order, here are our top ten reasons you should integrate them:
10 - Improve Trust and Communication
Building trust is an imperative part of the lead nurturing process. People want to buy from companies they trust, companies they recognize as leaders in the community. When marketing automation tools are correctly implemented, numerous triggers can be set to continue communication, provide in depth knowledge on subject matter, and ultimately enhance the business/customer relationship.
9- Learn What They Like
Recognizing interests in particular products or services is key in understanding your customers. Through integration, you can easily view the number of visits to the same web page, time spent on that page, if different people from the same organization are visiting your site etc. This information can then be used to enter the prospect into an appropriate workflow designed to further educate them on their particular interest.
8- Understand What Attracts New Buyers
Multiple marketing downloads (ebooks, webinars, white papers) can indicate that a lead is ready to receive more product information and possibly move further along in the sales funnel. Identifying trends as to what types of downloads are most popular, and which topics are of the highest interest can help you continually improve your marketing programs and engage additional prospects.
Implementing a methodology that recognizes when a lead is a MQL (marketing qualified lead) will save your sales staff an invaluable amount of time. By identifying which leads are most important, sales can focus their efforts there, resulting in more closed-won business
6- Remarketing Campaigns
Specific campaigns can be designed to remarket to leads who have been stagnant or fell out of touch. Having the ability to easily identify these folks, and create materials specifically to address their issues, could be just what they need to get them moving down that sales funnel again.
5-Shorten the Sales Cycle
By having a system in place to rank leads, you can then shorten the sales cycle for qualifying leads. While some customers need to be nurtured slowly, others can be ready right away to make a decision. When these triggers are set off, they are then sent directly to sales, and can skip one or more levels within the sales funnel.
4-Manage Social Media Efforts
There are a variety of marketing automation tools that make planning and managing your social media efforts that much easier. Schedule posts in advance, be notified when someone engages with you, easily track which topics are resonating best with your audience. Do side-by-side comparisons of which social media platform is performing best - the analytical possibilities are endless!
3-Segment, Segment, Segment
Marketing Automation tools allow you to segment on a wide array of data points. You can be as broad or as specific as you like. This allows marketers to create really targeted campaigns that will speak directly to prospect concerns and produce results.
2-Closed Loop Analytics
Consolidate marketing and sales information all in one place. Easily analyze your marketing efforts and sales successes with dashboards and automated reports. Pinpoint which email had the best response, which channel brought in the most leads, as well as identify what isn’t working, and use that information for future marketing campaigns.
1- Improve ROI
By attracting more high quality leads and systematically nurturing leads down the sales funnel, conversion rates increase which has a positive impact on ROI. Put simply, marketing automation makes for a more efficient and effective sales funnel.
Is your business ready to integrate lead nurturing and marketing automation? If not, you should start to think about it. According to the Ascend2 “Marketing Automation Trends Survey” (2016), nearly two thirds of companies surveyed (63%) expect to realize the benefits of their marketing automation system within six months of implementation. Measured Results Marketing can help you get there. Send us an email or call us at 571-606-3106.