Marketing automation is critical for competing in today’s marketplace. With so many company messages bombarding a potential customer it is essential to implement a tool that allows you to know exactly how and when to communicate with a prospect.
Below are 4-tips to help you win more business with marketing automation:
1. Segment Your Customers Into Buckets To Increase Engagement
Most of our readers are B2B Companies, but for a moment let’s pretend you are a Shoe Company, and you are about to send an email campaign to sell more stilettos. The worst group to send this email to would be your male customer base. Not only will none of the men buy, but many will unsubscribe from your email eliminating any future purchases from them. Though this is obvious, most B2B companies are losing potential customers from email marketing because they are sending them the wrong message. Make sure to segment your list by contact data, website visit history, and prior transactions. Your email engagement will skyrocket, which leads me to why this will help your team win more deals.
2. Setup a Lead Scoring Model to Identify Who Is Highly Active
Cold calling is incredibly inefficient, and if your company is email marketing correctly, this should be an activity of the past. Applying points to leads for each valuable online action they, like clicking through your email to a product page, allows your sales reps to focus on people that are interested in doing business as opposed to someone that has never heard of you. Setting up a comprehensive lead scoring system will allow your team to sort their contact list by highest to lowest score then focus their time and energy towards people that want to speak with them.
3. Make Sure Your Sales Team Knows About Your Leads
If you are spending money on marketing campaigns, you must have a way to notify your sales team as soon as a lead is ready to buy. These notifications should be instantaneous! An email notification works great, but we have setup many sales teams with text message notifications so they can pick up the phone and call as soon as the lead becomes active. Timing is everything! If a lead becomes active, they are doing their research online, and your competitors will soon be after them as well. Make sure your team is the first to get there to increase your chances of closing the deal.
4. Automate Follow Up With A Personal Touch
What if your response time was 5-minutes for every inbound lead? If you are doing step one correctly, it is possible to make sure you have an automated personal reply coming from the exact sales rep responsible within 5-minutes of that lead submitting a form submission. You can have hundreds of reps and every time; marketing automation will deliver a beautifully composed personal response from the assigned rep. A 5-minute response will stop leads from going to your competitor’s website because they know your team ready to help.
At ClearTail Marketing we help B2B Companies implement marketing automation to win more deals, subscribe to our blog to learn more!