You know the fundamentals of selling automation: it streamlines, automates, and monitors routine marketing tasks. But an honest marketing automation platform is about quite making life easier for the marketing team—it should also assist you to close more deals. It seldom happens that the sales team reaches out to a completely clueless customer. Thanks to the gamut of resources available online , customers prefer self-learning than subscribing and expecting a contact person to call back. And that is one of the biggest shifts in the industry.
To suits this shift, digital marketing automation became the foremost touted solution for marketers to get leads.
Your business can be immensely benefitted from marketing automation. I’ve always found that it is more difficult to decide which sequences to launch first as there are so many; And below I have mentioned the most important ones.
Effective ways to Increase Sales Revenue with Automation
Helps In Knowing The Customer
When a lead signs up or subscribes with a brand, she is not looking for a sales representative immediately. This is actually part of her research. Hence, if your sales representative makes a call at this time, you know you have killed your chance single-handedly.
It’s important to acknowledge the difference between a customer, an opportunity and a traditional visitor to your website and treat all of them differently. Marketing automation has the potential to make the right framework determining when is that the right time to call a lead. The automation tool will ring the bell for your sales representative to intervene when the time is just right.
Studies show that nurtured leads to convert faster. It also helps in shortening the sales cycle. Automation helps in nurturing these leads with adequate information and resources, guiding them all the way to the bottom of the marketing and sales funnel. In a perfect world, all marketing leads would be sales-ready. But in reality, most leads are not ready and need some nurturing before they can be passed to sales.
By implementing segmented lead nurturing, you’ll provide specific content to every cause push them to become sales-ready–when they’re ready. Segmented lead nurturing is often done by industry, role, or company size.
Not every lead that visits your website is ready to stay long-term or even remotely considering making a purchase of anything similar to your brand. But amidst all the leads, there are those potential leads who are looking for more information to reach a conclusion and make a purchase. Yet these leads are not yet ready to take the sales call. They are still looking for information. This is where we again go back to remembering that marketing and sales team alignment is vital for a nurtured lead to getting converted.
Track Your Lead On Every Channel
Automation helps in identifying the activities of every lead on the web site, track their engagement with the e-mail campaigns, analyze their social interaction with the brand and the way much time they spend on the website/mobile/any other device.
It’s important to trace each interaction your prospect has together with your company–no matter what channel. This will help guide your message to an opportunity, supported what sorts of content your audience is interacting with. This will help increase sales because relevant content is the number one way to keep the prospect engaged with your company.
Based on all this information, information and resources that are most relevant are pushed via email campaigns, webinars, free eBooks, contests, etc. All these are triggered by automation tools. Once a lead is well-informed and shows signs of being convinced enough, they reach the bottom of the funnel where the sales representative makes a personalized call.
Personalize Your Website
By the time a lead hits your website, they’ve already gained an impact on your company. A personalized website will increase your conversion rate and make a far better impression. The lead and customer data (who they’re, where they work, online behavior, etc.) are often wont to personalize landing pages and other web pages seen by each lead. Even anonymous web visitors’ experiences can be personalized.
Another important face to this is how well your mobile website responds. As your visitors are increasingly visiting your website using their mobile devices, it’s important to consider how you integrate into a mobile environment. Providing tailored communication while they’re mobile browsing.
Using Triggered Emails
When a lead interacts together with your company, it’s important to remain top of mind by keeping the conversation going. Triggered emails get sent automatically supported a lead’s actions. This helps convert leads to customers without wasting your team’s time. For example, if a possible customer views a pricing page, an email designed for interested customers are often sent.
Triggered emails are shown to perform 3 times better than other sorts of emails (even batch emails).
Email Marketing Automation is the most touted feature when it involves automation. Businesses prefer emails to communicate and connect with their customers. It not only increases the probability of building a customized relationship but also pushes leads through the sales and marketing funnel. Whether it is the marketing emails or transactional emails, automation helps in sending personalized emails automatically or when triggered.
Track Your Results and ROI
Doing the same thing over and over hoping for different results isn’t going to cut it in today’s digital world! Marketers got to be tracking the ROI of each program they run to ascertain if there are tangible results. An ideal ROI is 5x–meaning you’re generating 5 times the quantity of pipeline or revenue compared to what you paid to run this program.
By tracking this sort of knowledge, you’ll know which programs yield the simplest results for revenue – and keep running those programs and cancel those that aren’t performing.
A comprehensive platform – marketing automation doesn’t just give more opportunities to the marketing team it also helps sales win more leads, more frequently and efficiently.
Lead scores are of the many features of marketing automation platforms that help in concluding whether a lead is ready for a sales call or not. For each activity of the lead, a selected score is assigned. The lead that has the highest score in a specific time span is deemed as the most potential lead and sales-ready. It also can be wont to track demographic data to supply a better score to a lead that matches your ideal buyer persona.
Maximize Customer Lifecycle
An automation system gives you the facility to research customer data. With detailed reports and performance graphs, it’s possible to spot the acquisition pattern of a lead. Clubbed with this, information about their earlier purchase, old interactions, and lead scores- automation helps in maximizing the customer lifecycle through up-selling and cross-selling.
An automation system has a robust dashboard that gives a complete overview of the lead behavior, conversation history, pre-purchase and post-purchase activity details, campaign engagement details, and other customized information. All this information when put together helps the sales team understand the lead better. They can offer services and products that are relevant and required by the lead, rather than throwing arrows in mid-air!
Integrate Customer Experience
To increase sales revenue, the marketing and sales team needs to sync- true. But that’s not it. The systems these two teams use should also be linked together.
If you are not incorporating CRM in your automation strategy, it is not possible for the two teams to work effectively. While CRM is an important operating system for the sales team, the same is automation for the marketing team. If the information is not flowing smoothly between these two systems, the teams remain out-of-sync. Hence, generating new customers and nurturing them gets interrupted.
To provide complete customer experience and increase sales revenue, an amalgamation of the two systems is necessary. So, be careful whenever you are choosing a marketing automation tool, don’t forget to check the CRM integration part as well.
When someone visits your website, you’ll automatically add them to a custom audience on Facebook that supported their behavior. The automation that creates the customer audience is functions powerfully. Here’s an example of how you could use it:
Create a custom audience profile of everyone who has bought a product from you and target them for an upsell.
Create a custom audience of somebody who goes to the ‘buy now’ page but drops out of the funnel. Your ad can target this traditional audience with a far better offer for the merchandise.
We need to believe social media as a part of our overall marketing solution, not a separate island. This level of integration helps.
Automation is not just about nurturing new leads and pushing them through the funnel. You also need to re-engage with the old leads who were once active on your platform, it’s called customer retention. These leads were interested in your product/services and probably had made a few purchases as well. Now, for some reason or the other, they have become dormant. Re-engage with these users with new dynamic content and extend them better offers in order to boost your sales.
Marketing uses automation to measure and track everything, while sales use CRM to store all that information and conversation backlogs. When these two functions together, it is obviously the most powerful option a business has to increase sales revenue.