You know the basics of marketing automation: it streamlines, automates, and monitors routine marketing tasks. but an excellent marketing automation platform is about more than making life easier for the marketing team—it should also help you close more deals.
So, how can you tap into distinctive aspects of marketing automation to increase sales? check out these seven suggestions:
1. Pass Over Sales-Ready Leads Using Lead Scoring:
Tired of hearing sales complain about marketing’s unqualified leads? determining when a prospect is sales-ready may be difficult, but a robust marketing automation platform scores leads behind the scenes.
Lead scoring is an automated strategy that adds or subtracts points from every lead based on actions taken or not taken. it can also be used to track demographic information to offer a higher score to a lead that fits your ideal buyer persona. when a lead reaches a threshold that you set, it is deemed “sales-ready” and is passed onto the sales team.
2. Personalize Your Website:
By the time a lead hits your website, they’ve already gained an impression of your organisation. a personalized website will growth your conversion rate and make a better impression. The lead and customer data (who they’re, where they work, online behavior, and so on.) may be used to personalize landing pages and other web content seen through every lead. Even anonymous web visitors’ experiences can be personalized.
3. Provide Your Sales Team with the Info They Need to Follow Up:
To make certain your sales-ready leads are being followed up on with the right message by sales–it’s essential to provide sales with the information they need to have the great communication. by tracking the interactions leads have with your organization and providing that information to sales in an easy spot, which includes their CRM system, sales will be able to have a personalized and effective communication with every sales-ready lead.
4. Keep the Conversation Going Using Triggered Emails:
When a lead interacts with your organization, it’s important to stay top of mind via keeping the conversation going. triggered emails get sent automatically based on a lead’s actions. They assist turn more leads into real customers with out wasting your sales team’s time. for example, if a potential customer views a pricing web page, an email designed for interested clients can be sent.
Triggered emails had been proven to perform 3 times better than different kinds of emails (even batch emails).
5. Segment Your Lead Nurturing for Marketing Automation:
In an ideal world, all advertising and marketing leads could be sales-ready. however in reality, most leads are not ready and need some nurturing before they can be passed to sales.
By using implementing segmented lead nurturing, you may offer specific content to each lead to push them to become sales-ready–when they’re ready. Segmented lead nurturing can be done via industry, role, or company size.
6. Track Your Leads on Every Channel:
Your prospects are on each channel—whether it’s browsing on social, searching the web, heading to events and more. It’s important to track every interaction your prospect has with your organization–no matter what channel. this will help guide your message to a prospect, based totally on what kinds of content your audience is interacting with. this may help increase sales because relevant content is the primary way to keep a prospect engaging with your organization.
Use tools native for your engagement platform like predictive content, web personalization, digital advertisements and triggered emails to help you engage your leads with a timely, relevant and personal message, while also capturing data about their engagement (or lack of engagement) along with your message or content.
7. Track Your Results and ROI:
Doing the same thing over and over hoping for distinctive outcomes isn’t going to cut it in nowadays’s digital world! marketers need to be tracking the ROI of each program they run to see if there are tangible results. an ideal ROI is 5x–meaning you’re generating 5 times the amount of pipeline or revenue as compared to what you paid to run this program.
By monitoring this kind of data, you’ll know which programs yield the excellent results for revenue – and keep running those programs and cancel the ones that are not performing.
An engagement platform with marketing automation doesn’t just provide benefits for the marketing team—it can help sales win more offers, more often and more efficiently.