You know the basics of marketing automation, it streamlines, automates, and monitors routine marketing tasks. But a good marketing automation platform is about more than making life easier for the email marketing team—it should also help you close more deals.
So, how can you tap into different aspects of marketing automation to increase sales? Check out these seven tips:
Pass Over Sales-Ready Leads Using Lead Scoring
Tired of hearing sales complain about marketing’s inadequate leads? Determining when a prospect is sales-ready can be difficult, but a robust marketing automation platform scores lead behind the view.
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 data to provide a higher score to a lead that fits your excellent buyer persona. When a lead reaches a threshold that you set, it is deemed “sales-ready” and is reached by the sales team.
Personalize Your Website
By the time a lead hits your website, they’ve already gained an effect on your company. A personalized website will increase your conversion rate and make a better effect. The lead and customer data used to personalize landing pages and other web content seen by every lead. Even anonymous web visitors’ experiences can be personalized.
Provide Your Sales Team with the Info They Need to Follow Up
By tracking the interactions leads have with your company and providing that information to sales in an easy spot, such as their CRM system, sales will be able to have a personalized and impressive conversation with each sales-ready lead.
Keep the Conversation Going Using Triggered Emails
When a lead interacts with your company, it’s important to stay top of mind by keeping the conversation going. Triggered Email help turn more leads into real customers without wasting your sales team’s time. For example, if a potential customer views a pricing page, an email designed for interested customers can be sent. Triggered emails have been shown to perform three times better than other types of emails
Segment Your Lead Nurturing
In an ideal world, all marketing leads would be sales-ready. But in reality, most leads are not ready and need some nurturing before they passed to sales.
By implementing segmented lead nurturing, you can provide specific content to each lead to push them to become sales-ready–when they are ready. Segmented lead nurturing done by industry, role, or company size.
Track Your Leads on Every Channel
Your prospects are on every channel—whether it’s browsing on social, finding the web, heading to events and more. It’s important to track every interaction your prospect has with your company–no matter what channel. This will help guide your message to a prospect, based on what types of content your audience is interacting with. This will help increase sales because the consistent content is the number one way to keep a prospect engaging.
Track Your Results and ROI
Doing the same thing over and over hoping for various results isn’t going to cut it in today’s digital world! Marketers need to be tracking the ROI of every program they run to see if there are tangible results. By tracking this type of data, you’ll know which programs yield the best 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 offer benefits for the marketing team—it can help sales win more deals, more often and more efficiently.