Author Archives: Jessica Mulholland

Email Marketing Today vs. Tomorrow

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Whether you know it or not, you are living and breathing in an email marketing revolution. I am sure you’re aware that data is a marketer’s most powerful mechanism and the opportunities that come with this are shaping the future of marketing. Our ability to tap into your customer’s behaviour more than ever before is affecting many facets of your marketing strategy; email marketing being a major one.

Where are we now?

When looking for a vehicle to communicate to customers and prospects, an email newsletter seems like a logical choice right? It allows you to send new content to your database and is the method that 83% of B2B marketers use today. However, whilst this is the ‘go to’ for many businesses the return is mediocre. Average email open rates for SME’s are 18.31% and average email click through rates (CTR’s) for SME’s are 2.06%

Newsletters have been great while they lasted, we ourselves use to send them monthly and they were well received at the time, but as our access to data grows, so do new and improved marketing capabilities and it is up to you to take advantage of this. A newsletter may be useful every so often to send general information to a wide database, but you should no longer rely on this to generate leads or sales.

Where are we going?

Automated email campaigns, also known as ‘drip marketing’ is the new method of email marketing and adoption is growing rapidly. Already an average of 49% of companies use automation, and 55% of B2B companies are in the process of adopting the technology.

Why is this the future?

You may wonder why automated email campaigns are becoming so prevalent, or if it’s worth changing your current email process. Aside from the fact that your competitors are doing it, average automated email open rates are a huge 62.07% and click through rates are 119% higher than single sends, such as your current email newsletter.

What’s more is the increased return you’ll receive using less resources. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost, and they make 47% larger purchases than non-nurtured leads.

It is evident that change is here and before you know it, automated email campaigns will be the norm and companies who have not taken advantage will quickly fall behind. Avoid this by becoming a front-runner in the transformation of email marketing, so competitors are looking to your success as they attempt to catch-up. Not sure where to begin? The right digital partners can help set you on the right path and ensure your resources are optimised in the process.

To gain more insight into automated email campaigns check out our Marketing Automation Strategy Guide. Prefer someone a talk you through it? Contact us on for a personable chat – call now

References

http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf 2016

2016 http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ 2016

http://www.hubspot.com/marketing-statistics

Emailmonday “The Ultimate Marketing Automation stats”. (2016)

Adestra Panel: The future of email marketing is about contextual data

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Recently Permission’s Managing Director Rick Merten debated on a panel of industry representatives about the ongoing relevance and use of email as a marketing and communications vehicle and the data insights helping keep it relevant. CMO released the below article on the debate: 

Trigger-based emails that combine a brand’s first-party behavioural data on customers with third-party insights are just one of the ways marketers can strive to ensure their email marketing stays contextual and relevant.

Speaking during a panel session at today’s Adestra ‘Future of Email Marketing’ event in Sydney, the vendor’s president, Matt McGowan, cited a rapid increase of US marketers sending automated emails based on triggers that unite CRM and first-party data overlaid with third-party insights, such as weather, time of day and external audience data.

“That’s a trend that shows advertising and marketing are starting to come together for the first time,” he told attendees. “When ads get relevant people often start freaking, but in the marketing world, if you send that email at the right time and to the right audience, it’s valuable and personal because email is permission-based.”

McGowan also suggested marketers still sending indiscriminate emails should cut their ad budgets to zero.

“Until you have your CRM and your first-party data in order, and you’re sending smart messages to customers, what’s the point in going out and acquiring new ones?” he asked. “If you don’t have processes in place to engage those customers, understand who they are and send intelligent messages, you’re wasting a big portion of those acquisition dollars.”

Naked Wines has been using the Adestra platform for a number of years to run its email marketing and communications strategy. Its Australian marketing leader, Lachlan Murphy, said the group is tapping into the social aspects of its crowdfunded website, such as user reviews and comments, as a way of capturing more behavioural data on its customers.

The company is also tracking whether consumers came to the site organically, or as a result of remarketing, and then attempts to talk specifically to that.

“We can segment our database based on likes and dislikes, individual products and styles of products, which means we can go out with the same campaign to everyone, but split into groups into things like guys that love red wine, sort of like, and don’t like red wine,” he explained. “Customers feel like they’re being individually talked to, and you get massive engagement from people that really like a particular type of wine.”

This has allowed Naked Wines’ communications to become a utility to those who consume wine, McGowan said. “The secret sauce is in your CRM and database – it’s how you segment, inform every action and intent,” he said.

Other panellists agreed it’s not the size of your email marketing list that counts, it’s the people you’re talking to and how you tailor your message. Head of digital marketing agency Permission, Rick Merten, said a common challenge with clients is how to get them to look beyond volume to value.

“The tipping point is when they start saying they want to send to 100,000 people. It’s not about the size of the list, it’s about talking to people that count, rather than counting the people you talk to,” he said. “You’re better to get larger open rates with more engaged people, than sending as many emails as you can.”

Merten highlighted three areas of focus. The first is taking a strategic approach, looking at what business challenge is being overcome, the customer journey, and the data that adds value to that. The second is having a clear communication strategy.

“If someone subscribes to an email from a retailer for example, often the first thing we do is send a newsletter,” he commented. “In that model, there’s no on-boarding, what the business is about, and no education process is being built. You don’t get the value of building a relationship with the brand. Having a communications strategy is about how to get that second purchase, and the journey the customer goes through to get to that purchase.”

The third element is technology enabling marketers to send more tailored and contextual emails, such as automation, Merten said.

Another discussion point for the panel was email’s future role as mobile and wearable devices become the primary means of accessing information and geotargeting becomes the norm. McGowan noted 75 per cent of emails today are being opened via mobiles.

“Now you can use it to see where a person is, and use email differently,” he said. “Similarly to in-app messaging, for example, you could deliver an email when someone is walking by your store. You can look at their location, which may contradict the location you have for them in your CRM, and communicate about where they are, versus where they are from or where they’re offices they work in.

“This will help us send smarter emails moving forward and drive better engagement from the recipient.”

And despite fears the rise of new channels and younger, digital native audiences would kill off email, a new survey of 1200 Australian consumers by Adestra found 77 per cent of millennials still prefer brands to send them email communications over any other method of communication.

“Personal communication between friends is about messaging apps, but for business communication, it’s all about email,” McGowan said. “There’s a lot of development work going on with chatbots and brands trying to get involved in messaging apps to engage with consumers, but I’m not sure that’s the right move at this time.”

However, McGowan again stressed consumers are going to be less and less forgiving to brands doing email incorrectly. That same research showed 44 per cent of Australians have a dummy email account in order to field emails they don’t want to receive emails.

“The largest threat to email is overuse and abuse,” he said. “The intelligence engine behind delivery, why and when you send a message needs to continue to evolve. And if you’re not communicating via email in an intelligent manner, consumers will be quick to unsubscribe or in some way disengage with your brand.”

Upside Digital’s Lee Bush, added it’s high time brands got their contextual positioning in order. And that requires behavioural data.

“Many of our clients use demographic data and stop there. You need to move to behavioural data – what are they browsing, their clicking history, plus overlay the contextual stuff, such as when are they opening, time of when they open, getting down to engagement levels,”she advised.

Article Source: http://www.cmo.com.au/article/607148/panel-future-email-marketing-about-contextual-data/

 

Boost Your Social Engagement with Instagram Business Profiles

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Instagram has just become a marketer’s best ally. With the rise in sponsored content on Instagram in 2016, we knew that a solution for businesses was in the works and as the owners of Instagram, Facebook certainly had a plan and they did not disappoint. The long awaited Instagram business profiles are now here and ready for you to unlock.

What are the benefits?

A contact button for prospects to reach you straight from your Instagram profile and an analytics and insights built into the app. This is what we like to see.

You can now connect Instagram to your Facebook business page and update your Instagram with your phone number, email and location. This is seamlessly integrated with smartphones so users can directly call or email you by clicking the button within Instagram. Your Instagram audience can also click your location and be directed to maps so they can easily find you.

 

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Since you now have access to this handy contact button on your profile and your location is displayed as a link, you can put your bio character limit to better use. This is great news as you can use this space to engage prospects with your brand. Present your audience with a piece of the puzzle to your brand story that will drive them to look through your profile and contact you.

Promoting your content has also never been easier. Under each post is a nifty ‘promote’ button that once clicked will seamlessly guide you through a few steps where you can select your target audience, campaign duration and budget and set your promoted post live.

What’s more is the insights that you now have access to. Instagram now provided a convenient way for you to check your Instagram stats, see how many people have viewed your posts and profile and even clicked through to your website. At a quick glance you can also see which of your posts are most successful and the demographics of your followers.

 

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How to switch to an Instagram Business for your profile

Firstly, you’ll want to make sure you have the latest version of Instagram installed, so check your app store for any Instagram app updates.

Once your Instagram has updated and is back in action, go to your Instagram profile settings in the top right corner and click ‘switch to Instagram business’. This option will take you through a series of prompts where you can connect your Facebook business page and enter your contact details.

Now that you’re up and running with a fresh profile, ready to engage and convert Instagram followers, you’ll need fresh content to match. Keeping your followers engaged by consistently posting relevant and valuable content is the key to social success.

If you’re time poor or don’t have the right resources to upkeep your social channels, outsourcing the right social media experts to do this for you can help you generate the results you desire.

 

Want more information?

Contact us, browse our services or visit our resource library for more insights into digital marketing.

How to Ask for Connections on LinkedIn

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You’ve probably heard marketers say that LinkedIn is the answer for every B2B marketing strategy; it’s a way to find prospects and build relationships that could generate sales, all via your mobile device. While all of this is true, as you scroll through LinkedIn performing prospect searches, you may be faced with uncertainty when it comes to reaching out with a connection request. How do you give your best first impression and intrigue your prospect in just a few lines?

Knowledge is power

You know the feeling when you meet someone new and find a common ground to connect on? You can instantly relate to one another, establishing a foundation for mutual understanding and trust. This is the feeling you want to replicate with your prospect through your connection request.

To cultivate this feeling you must be equipped with the right knowledge of your prospect. The more you understand about your prospect, the better you can connect and offer value to them.

The 3 x 3 rule

The 3 x 3 rule is an effective model that will help you gain knowledge on your prospect and identify a common ground to connect on. Simply invest 3 minutes to find 3 things in common with your prospect. Once achieved you can confidently reach out, catching their attention with a topic that interests them. This is your key. Your message needs to be about them.

How it’s done
It’s as easy as a 3 minute read through your prospect’s LinkedIn profile. Check out their interests, groups and hobbies as well as their location, company, skills and university; the list goes on. Maybe you have a mutual connection, common goal or have previously worked for the same company. Whatever it is, use it to your advantage.

Use their language

While your request should be succinct, the language you use in this short message is everything. Look at how they communicate on their LinkedIn profile and use this as a guideline for the tone of voice and language you should use in your request.

A final consideration

Put yourself in your prospect’s shoes. Consider the type of communication it takes for you to respond in a positive way. Understand that building relationships online is the same as it is in person; it takes time, respect and grace. Get to know your prospect’s needs, passions and interests and respond accordingly. Read the new formula for connecting with B2B buyers

Need connection request templates or digital marketing specialists to help you along your social selling journey? Contact Us or visit our Resource Library.

Want More?

Video – Social Selling LinkedIn – A waste of time or business growth?

eBook – 10 things B2B companies should be doing on LinkedIn

Podcast – Rick Merten talks digital marketing

 

What You Need to Know About LinkedIn PPC Advertising

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Are you running an AdWords campaign and not seeing the results you desire? Or maybe you’re looking for a PPC advertising channel that has a better targeting method than the keyword algorithms invented by Google.

LinkedIn is the frontrunner for B2B advertising and as a platform, is taking the business world by storm with over 433 million users(i). This doesn’t surprise us, as LinkedIn’s social selling capabilities allows B2B businesses to generate sales-worthy leads efficiently, in a valuable and personable way.

 What can LinkedIn advertising do for my business?

Let us first outline the opportunities that come with advertising on a platform that is flourishing in the business landscape. Unlike other PPC channels, LinkedIn advertising is built for B2B professionals, allowing you to raise awareness among valuable prospects through your LinkedIn updates . In fact, four out of the five members that you reach have an impact on business decisions within their organisations(i).

With each PPC campaign, you also have the power to reach over 7 million targeted prospects, including 84 thousand SME’s, 997 thousand decision-makers and 100 thousand CXO’s. – LinkedIn.

As LinkedIn is ultimately a social channel, once you’ve reached prospects, they are much more inclined to click on your profile and connect with you, allowing you to build relationships and increase lead generation.

How it works?

The process itself is as simple as setting up your ad account and creating your campaign. Don’t let the marketing term ‘PPC campaign’ intimidate you, in fact you don’t even have to be a qualified marketer or have experience with Google AdWords to launch this for your business. Once you’ve launched your PPC campaign, you will automatically reach prospects directly as they scroll through their social feed, browsing the latest insights into the professional landscape.

The specific target audience and the number of prospects you reach is completely up to you. LinkedIn allows you to select your ideal audience according to key business criteria including location, company name, industry, size, job title, function and so on. Ensure you build target audience profiles before setting up your campaign so you’re clear on the audience you want to talk to. Learn how to build target audience profiles.   

The cost?

You may be under the impression that LinkedIn advertising will blow your budget, but in fact, LinkedIn’s PPC advertising costs operate similarly to Google AdWords, where you build the campaign around your business’ requirements. You have the option to place a bid based on the cost per click (CPC) or cost per impression (CPM), set a daily budget, campaign dates and a total budget.

If you’re already running an AdWords campaign or another form of PPC advertising and you’re unsure of how LinkedIn ads will weight up, run a trial period and compare the results.

 

Want to outsource your advertising? Contact Us today for an informal chat.

Want more information on how to become a LinkedIn expert? Check out our useful resources below:

Social Selling LinkedIn – A Waste of Time or Business Growth?
Win Sales Through Social Selling                                                                                                    Infographic: 8 Steps To Become A Top Social Seller

 

References

  1. https://www.linkedin.com

 

Your sales teams profiles are a reflection of you – Managing your sales teams profiles

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LinkedIn is one powerful tool for generating leads and closing sales but this savvy social platform only works for sales professionals who have a well-written, active profile that captivates audiences.

Often the only way to ensure sales teams profiles are up to scratch is to take matters into your own hands. Whilst this can seem time consuming, we have 6 top tips that will allow you to achieve this both efficiently and effectively.

Our LinkedIn profile tips could be the difference between standing out from the crowd and engaging and converting prospects or being completely ignored as the stereotypical ‘annoying sales rep’.

1. Get your priorities straight

Don’t let LinkedIn be one of those tedious tasks that is continuously pushed to the bottom of your to do list, as what could have been a simple task will be overblown into something much bigger than it is. Book a time in your sales team’s calendar that is dedicated to updating their LinkedIn profiles and provide best practice guidelines with examples to ensure updates are effective.

2. Put your potential prospects first

A quick description and job title is not enough for an effective sales manager profile. A profile needs to be strategic and give your prospect the information they want to hear so they are more inclined to differentiate you from every other sales reps that contacts them.

 3. It’s all in the LinkedIn title  

Only 40% of LinkedIn sales profiles include “sales” in their job titles(i). It’s important that your sales staff clearly display their role in their LinkedIn profile to ensure your prospect relationships begin on an honest note.

 4. Be credible with consistent content

Consistency is always key, especially on LinkedIn. If you want you and your team to be the “go to” people for expert advice and the latest insights in your industry, it’s important that you and your team are consistently posting thought leadership content. This will ensure your prospects notice you before talking to competitors. While this may seem like a lot of work, marketing automation allows you to create a content plan and schedule LinkedIn updates to the profiles of your entire sales team with the click of a button. Learn more about automated content marketing.

5. Expand your reach with LinkedIn groups

Not only can you use content to engage your sales rep’s LinkedIn connections, you can also target specific industry groups on LinkedIn, thus reaching hundreds or even thousands of prospects. This can also be automated in a matter of seconds, requiring no effort from your sales teams, allowing you to seamlessly manage their profiles.

6. Build a quality reputation 

 A LinkedIn reputation is furthered with recommendations and endorsements. This demonstrates to prospects that you and your team are trusted experts. While colleague recommendations are great, asking for client recommendations is much more credible and relatable to your prospects.

As you manage your sales team’s profiles, you are in fact managing and extending your brand across the digital landscape. For more information on taking the next step in managing your sales team’s profiles, contact us for a helpful discussion or learn the social selling the steps to success.

 

  1. https://ideal.com/what-the-best-linkedin-profile-for-sales-looks-like/

Have you Optimised the Time of your Sales Cycle?

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The sales process can be a long and drawn out one if you’ve not converted to modern marketing. What has previously been an ambiguous process, reliant on intuition during meetings, when exchanging calls and replying to emails, is now a seamless and efficient process. Modern marketing platforms are available to help you convert your leads through your sales cycle, allowing you to focus your time on the ‘low hanging fruit’.

Marketing automation utilises customer data to take your customer on a journey from marketing ready prospect to a sales ready lead. Chances are you already have the foundations of this in your CRM or have data gathered from forms on your website. Marketing automation platforms configure this information and provide you with behavioural insights into where each prospect sits in the sales cycle, as well as the capability to drive their buyer journey.

But before you become overwhelmed delving into a library of data, you need a strategy to ensure you have a clear road map to put your data to optimal use.

  1. Define the data you need using buyer personas and the buyer journey

If you haven’t already, take a close look at who your buyers are and create buyer persona’s for each of your target segments. Find out how to target the right audience. You can then outline the stages of your sales cycle by mapping your customers’ buying process and identifying their key decision points. Matching the buyer decision process to the stages in your sales cycle will allow you to gauge which data you need to convert your leads. Is it important for you to know your customers’ biggest pain points, business size or mobile number?

  1. Tell your story with content marketing

Once you’ve accessed all the data you could ever need, what are you going to do with it? You need effective content to engage your prospects and influence them to take the next step. We all love a good story, one that grabs our attention and leaves hanging to find out what will happen next. It’s not only your favourite novel that can leave this impression; in fact you can replicate this exact effect onto your customers with your content. Using marketing automation and content marketing to deliver the next piece of the puzzle at each key decision point in your buyer’s journey, will build an attachment to your brand and leave them wanting more.

  1. Lead scoring and notifications – ‘pick the low hanging fruit’

Did your prospect just click on your social media post, visit your website for a third time and download a form? You may be blind to these occurrences without a seamless automation platform. Marketing automation allows you to assign each lead with a score according to their actions and notifies you when your lead is sales-ready. With this insight you can pick the ‘low hanging fruit’ and be efficient in who you target with your marketing efforts.

  1. Use an informed sales approach

Using data to contact prospects at the right time with information that is valuable and relevant to their stage of the buyer journey will help differentiate you from every other ‘salesy’ cold caller that only leaves customers with a bad taste. To further resonate with your prospect, use your buyer personas and data to identify their priorities so you talk to these to build a strong and trusting relationship.

Don’t leave your business stuck in manual marketing processes that drain your resources and result in an ROI that is less than anticipated. In fact, don’t even leave yourself second-guessing what your sales results will be. Implement a strategic and automated sales process with marketing automation and effortlessly convert more leads at a lower cost.

 

Want more?

Find out how to transform your marketing from manual to modern

Read the strategic guide marketing automation

Want to start a discussion? Get in touch

CEO Perspective – How Marketing Automation Will Grow Your Business

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You may be a marketing manager who understands that marketing automation can revolutionise your business and are unsure how to pitch this to your managing director, or you may be a CEO or business owner yourself looking for an answer to your business’ biggest challenges. Whatever the case, we understand that CEO’s and business owners prioritise and constantly measure ROI, sales and revenue. Whilst marketing automation does indeed meet the day-to-day needs of a marketing and sales team, it also benefits businesses at a high level with business growth as high as 50% (Act-On).

It is therefore important to understand the greater benefits of the technology platform and understand how marketing automation solves your business challenges and achieves your business goals.

  1. Improved revenue measurement and management

Marketing automation delivers real time analytics on campaigns, displaying how leads are converting through the funnel, from a prospect to a closed sale. Marketing teams gain a clear view into which series of campaign touchpoints have driven the most sales deals as well as the revenue impact. They can then focus on fine-tuning the most efficient and strategic process to increase demand and top-line growth.

  1. Align sales and marketing for increased trust and results

Marketing and sales team members have historically lived in two different worlds and getting them to work together can pose a great challenge. However, marketing automation gives you the power to end the disconnect between these two teams. The clear metrics generated by marketing automation holds each team accountable for their progress, providing each person with confidence and a base for collaboration.

  1. Improved marketing efficiency and effectiveness

Marketing automation coordinates all aspects of a marketer’s role and introduces a broader set of responsibilities including strategic content marketing, creating multiple content formats, developing nurture campaigns, managing multiple digital channels, SEO and measuring data. However, the fact that these functions are automated significantly reduces the number of manual tasks needed to engage and nurture a lead and thus, reduces costs and increases efficiency.

  1. Improved sales effectiveness

As found by Nucleus Research, Marketing automation drives a 14.5% increase in sales productivity. Marketers using an automation platform have the power to gather information about their prospect’s needs and wants, which in turn provides sales reps with unprecedented insight into a prospect’s interests and pain points. This insight is provided to sales reps BEFORE they engage, allowing for a personalised and meaningful conversation. That’s power!

  1. Consistently improve your ROI

“Understanding the customer journey across digital touchpoints is essential to the success of any marketing program” – Lori Wizdo, Forrester Research. Marketing Automation allows you to do just that, with access to real time measurement and reporting. With this data at your fingertips marketing teams can measure ROI across various sales and marketing efforts and make objective financial decisions based on hard data.

Marketing automation has become a must-have solution to respond to changes in the market. It not only provides teams with essential tools, but also gives businesses the most optimal results and the ability to achieve visible growth.

Want more?

Read The Strategy Guide to Marketing Automation or access The Business Case for Marketing Automation to help you pitch this to your business stakeholders.

To discuss this or find out how we can help, see our services or contact us.

Know Your Customer Better Than They Know Themselves – Predictive Analytics

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What if we told you that it’s possible to predict your customers’ next move and act on this without lifting a finger? No longer do you have to pour resources into marketing campaigns, unsure if they will generate a positive ROI. Digital has given us the power to take ‘targeting’ to the next level, so you can automatically direct relevant content to prospects that are open to purchasing your product or service. You can engage prospects with your offer before your competitor even crosses their mind.

Ever noticed how Netflix presents you with suggestions for new TV series’ you might enjoy, or the way Spotify seamlessly brings you a new ‘discover weekly’ playlist each week with songs you’ve never heard but usually love? This is predictive analytics in its simplest B2C form and a concept that can also be applied in B2B marketing.

Leveraging data empowers your business to track ‘digital body language’, which is a core factor of any successful digital marketing campaign. You can use clicks, web visits, open rates, downloads, hashtags and purchase behavior to predict your hottest lead and their next steps.

Predictive marketers are 2.9x more likely to report revenue growth at rates higher than the industry average and 2.1x more likely to occupy a commanding leadership position in the product/service markets they serve. (Forbes)

You may know the importance of data in driving leads towards a sale and beyond, but this process can be quite the headache without the right tools. Fortunately, you do not need to be a scientific marketer or spend countless hours measuring complex algorithms. Marketing automation platforms efficiently manage the tens, hundreds or even thousands of anonymous prospects that visit your website each day, and analyse the online landscape to predict, locate, and target sales-worthy leads.

You can use insights from current social conversations and online activity to create relevant campaigns with valuable content and leave it to your marketing automation platform to direct this to the right people.

So take your marketing to the next level, with automated targeting, so accurate that you will generate a higher conversion rate and ROI.

Stay with us to learn how to implement marketing automation for your business in our next articles.

For more information contact us or visit our helpful resources below:

Marketing Automation Strategy Guide

5 Ways Marketing Automation Can Grow Your Business

The Business Case For Marketing Automation

Get Busy – Planning your B2B Marketing Automation Campaign

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Marketing Automation has grown exponentially with an increase in marketing technologies, giving marketers the power to nurture leads through a funnel that seamlessly converts them from a suspect to a loyal customer and brand ambassador. The efficient and effective capabilities of the marketing automation platform allow you to reach a number of prospects, which simply cannot be achieved through cold calling. This has made marketing automation the most powerful revenue contributor in top performing organisations generating 50% more sales ready leads at a 33% lower cost (source: Act-On).

What’s more is that marketing automation efficiently aligns sales and marketing in your business, allowing you to implement a marketing strategy that fulfills your vision and increases the value of your business. As marketers, we must take full advantage of marketing automation to reap the benefits and create an optimal customer experience that leaves them wanting more.

We understand that nobody looks forward to a software migration, but with the right planning, you can get your marketing automation campaigns up and running effectively.

  1. Know what you want

As with most things in life, setting clear goals and having a clear understanding of what you want to achieve will help set you on your path to success. How many leads do you want to convert? How much revenue do you want to generate? It’s questions like this that you must ask yourself and your team so you know why you are planning a marketing automation campaign and can effectively measure your success.

  1. Know who you’re talking to

Prior to setting up an automation campaign, you must define your target customer so you can talk to the people who count not just count the people you are talking to. Though you may work in a “business to business” industry, you must engage on a “person to person” basis. If you are not already clear on who you are talking to, create buyer personas that outline your target customer’s background, behaviour, challenges and goals. Identify what is important your target customer so you can deliver a valuable message via the most effective channels.

  1. Do you have the right marketing automation platform?

Do you have the right marketing automation platform to help you implement your campaign and reach your goals? Learn how to choose the right marketing automation platform for your business and how to optimise your marketing automation system, to ensure you are equipped with the tools that will transform your business and optimise your sales opportunities.

  1. Strategically develop the buyer journey you want prospects to take

By mapping the journey you can anticipate the needs of your audience so you know what it will take to move your buyer to the next stage of their journey towards a sale. This is why knowing who you talk to is so imperative. Once you know this you can define the channels that will be most effective for engagement and implement call-to-actions, which will guide the buyer to the next step.

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  1. Get creative with content

Providing valuable information to your prospects is the key to engage and nurture them through the funnel. Ensure you create a campaign with content that is tailored to solving your prospect’s pain-points and achieving their goals. Marketing automation also allows you to send personalised content, relevant to each stage of the buyer journey.

  1. Set up your lead funnel in your automation platform

Utilise your marketing automation platform’s forms and prospect tracking tools throughout your campaign to capture data that will automatically identify where your prospect is in your funnel. Marketing Automation platform’s such as Act-On have great lead scoring capabilities, which are used to identify engagement levels of each prospect, and automatically push them into the appropriate segment list.

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  1. Test for success

Test your marketing automation campaign before you go live to ensure all technical aspects of the campaign such as lead scoring, dynamic content and email triggers run seamlessly. It is critical that any issues are solved before they affect your campaign results.

  1. Consider bringing in an automation agency partner

Most firms wouldn’t consider implementing a CRM without an agency to help and while marketing automation is a much more seamless process, it does require expertise and skill to plan and roll out a campaign in the most effective way that will optimise your ROI.

 

Want more?

Marketing Automation strategy guide

For more information see our services or contact us