So – you’ve been convinced that a marketing automation service will make life easier and produce better results. You’ve considered marketing automation for your company and start looking for a suitable program, but you keep coming back to the same question: why? Why should I spend the money on a program that does many of the same things I already do?
Whether you are a skeptic or a believer, you should have a solid understanding of what digital marketing is, what you should expect that automation software can do, and what key benefits marketing automation software have in enhancing the productivity of your team and results of your campaigns. In this blog, we will touch on three general areas of improvement that most marketing automation software can tackle, including the CRM, automation and reporting capabilities that are seen across all platforms.
Most Marketing Automation Services utilize tagging to segment customers and leads depending upon actions that they take on a website or email (as determined by you). These segmentation tools work in a two-fold manner:
- It allows you to tailor the email content and timing of a lead based on their actions, as opposed to other email and lead management programs, such as Mailchimp or Constant Contact.
- It allows you to not only drill down active customers and leads, but also the exact information that they are interested in
- EX: You send an email that includes links for three different products. If a person clicks “Product A”, they will be tagged as “Product A Lead” and you will know that they are focused on that. If another person chooses “Product B”, they will be tagged “Product B Lead”, and will receive information specific to that product. This increases the likelihood of a lead purchasing the product because it is tailored to their specific wants and needs.
- These tags are then separated into lists, giving insight into your customer’s thoughts and interactions with your business: which features do they gravitate to, which products are most popular, what are people contacting you most about through form entries, etc.
Lead scoring allows users to set numbers correlating with their movement and actions on your website and through email interactions. For example, if a person visits a product page on your website, they receive 1 point. If they download the product brochure, they receive 2 more points. Or if they reach out to speak with a sales rep, they receive 4 points. Once they hit a designated score, your sales team will be notified that this person is a “hot lead” and should be contacted. By focusing on these “hot leads”, you will be able to cut through potential bad leads and focus on those that will more likely bring business to your organization.
Workflows and email management systems save time by automating repetitive tasks while also allowing for additional follow-up with customers in areas that were previously overlooked. Did a customer reach out via a contact form but then went silent? You can send them an automated follow-up email. Want to welcome new newsletter subscribers or customers? Already done with an automated email – it sends right after they press ‘Submit’. These automated actions go above and beyond current response methods, saving you time and allowing you to ‘touch’ customers more frequently than in the past.
Most marketing automation platforms allow users to see up-to-the-minute reporting for all marketing tools, including workflows, emails and landing pages. You also are able to track customer reporting and sales reporting, including revenue, pipelines, goals, demographics and profitability.
Utilizing these reporting tools allows you to keep track of Key Performance Indicators (KPIs) and test different email subject/lines and content to discover what works best for your customers, optimizing your customer interactions and increasing conversion rates!