The marketing and sales departments within a company must be consistent in terms of collaboration before adopting marketing automation techniques.
Do you want to capture essential information about your potential customers, generate new business opportunities around the clock, maintain customer relationships, analyze and calculate ROI, optimize actions, and align marketing campaigns with sales objectives? The following points can help you succeed in marketing automation.
Points of friction
By definition, a point of friction is an online situation or action that deteriorates the user experience, jeopardizes a conversion, and slows down the customer journey.
Identifying pain points should be a priority, as these are the elements that hinder return on investment . Before investing in marketing automation software, these pain points must be identified and resolved.
Consequently, marketing and sales services and other customer-related services need to be re-evaluated.
Furthermore, it should be noted that the proper distribution of sectors or areas of activity of sales representatives effectively ensures automation.
The personas
A persona represents the typical profile of customers or prospects. To be effective, it's crucial to gather as much detail as possible about your ideal customer. This is essential to fully leverage message automation.
The strategy of marketing automation is to send the right message to the right person at the right time. In other words, it's about sending high-value automated emails that meet customers' expectations during their purchasing decision-making process.
The challenge here is to automate lower value-added tasks and generate a return on investment .
Marketing/Sales Alignment
The success of the strategies depends on collaboration and coordination between the marketing and sales departments.
The marketing teams are responsible for monitoring the KPIs (Key Performance Indicators) of lead generation, while the sales teams take care of the KBIs (Key Business Indicators), i.e., sales and revenue achievement.
Marketing automation is ineffective without collaborative work between these two teams to define a good lead. To do this, they also need to use the right tools.
The contents
A marketing automation tool needs content to feed itself.
This marketing strategy involves the creation and distribution of media messages by a brand with the aim of developing a company's business. This means of communication can take the form of news articles, videos, e-books, Q&A sessions, forums, photos, and blogs.
The success of a marketing automation strategy depends on the relevance of the communication. It's essential to send the right message to the right person at the right time. Therefore, creating high-value content for leads is imperative.
It is worth noting that a lead's expectations are different each time throughout their purchase decision-making process, whether at the beginning, middle, or end.
Conversion tunnels
The conversion funnel, also called the " prospecting funnel ," is a model of the different stages that prospects go through until they make a purchase.
In simple terms, the conversion funnel is the business process between the first contact and the act of purchase.
This tool allows you to measure the effectiveness of different stages in commerce and to react according to rates that do not meet the company's expectations.
In this case, it is essential to have conversion funnels on your website.
Lead Scoring and Lead Nurturing
Lead Scoring and Lead Nurturing are the two key features of Marketing Automation .
Lead scoring involves calculating and assigning scores to leads. Scoring can be based on characteristics such as industry, company size, or job title. It can also be based on online behavior. In some cases, negative scoring is also used.
Lead scoring is performed directly from the Persona sheet, which is worked on subsequently.
In order to nurture leads, it is necessary to use Lead Nurturing .
Lead nurturing allows you to qualify leads and guide them to the end of the conversion funnel, which is none other than the purchase conclusion.
This feature allows you to maintain a relationship of trust between leads and the company's brand. Furthermore, it involves sending automated emails to leads based on their Lead Scoring and their behavior on the company website, social media, or other communication channels.
In conclusion, it is essential to be trained in these two types of inseparable practices.
Reporting
Marketing reporting involves campaign performance
The main data to analyze for reporting can be the number of visits to assess traffic generation, the time spent on the website, the source of traffic, the bounce rate to encourage visitors to spend more time, and the conversion rate.
The effectiveness of reporting lies in the relevance of the analyses, which reduces reaction time. In this case, it is necessary to work in real time on reports tailored to specific objectives and context.
—————————
Magileads is prospecting automation software that allows you to easily manage all the complex aspects of your marketing processes.
Test Magileads for free in 14 days. Click here .
Or book a demo to see how it works. Click here.
