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.
- 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?
- 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.
- 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.
- 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.
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