Marketing automation is a crucial element of most marketers’ overall strategies. It streamlines lead generation, automates lead nurturing, improves personalization, accelerates sales, and replaces guesswork with analytics.
“Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.” — Forrester Research
Addressing Business Needs
As more businesses embrace marketing automation, vendors are responding with new and improved capabilities to provide desired results at reasonable costs. A good marketing automation system should include these features:
1. Scoring and Tagging
Scoring and tagging will help increase your knowledge of your prospects and customers, as it analyzes their preferences and activities. It’s a great way to create a more comprehensive customer profile and a perfect automation workflow. It’s best if marketing and sales establish scores and tags together to determine marketing qualified leads, sales qualified leads, and how and when to hand off leads to sales.
2. Tracking Website Traffic
Tracking website traffic increases your prospect and customer conversion and engagement. It allows you to understand the interests and behaviors of your subscribers in terms of what pages they visited and what actions they took. You’ll then be able to evaluate your website pages with the highest traffic and assign tags or scores to each visit. This is easily accomplished by adding a tracking code, provided by your Marketing Automation platform, to your website pages.
3. Creating Campaigns
You can design custom landing pages and emails that can be personalized and sent in automated campaigns at set intervals or triggered by a visitor behavior to capture and nurture leads, and/or encourage a transaction.
To get a jump start, create an onboarding program, engagement program, and retention program. To see examples, check out these articles:
“B2B marketers who have successfully deployed lead nurturing programs average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads.” — DemandGen
Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success.
To learn how to best use Marketing Automation to increase ROI, check out this article.
As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.
BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.