Marketing Automation ensures better-qualified leads
Marketing Automation is a very powerful and efficient solution for supporting your prospects during a complex and fragmented purchasing process (the Buyer Journey). In other words: converting anonymous online visitors into prospects and ultimately into high-quality leads based on their behavior and needs.
Marketing Automation is used to generate optimized leads, improve productivity and increase conversion. It is also used for up- and cross-sell scenarios with existing customers. In addition to the strong growth and popularity within the B2B market, Marketing Automation is also increasingly used within the B2C e-commerce market.
Provide support in the Buyer Journey
Marketing Automation is all about tracking the entire chain of online interactions of a prospect or lead. In a dynamic way, you build up an extensive profile. This will then enable you to intelligently conduct an automated dialogue, based on both implicit and explicit behavior.
As part of the Inbound Marketing philosophy, Marketing Automation is an important part of making the dialogue with prospects as effective and efficient as possible. We successfully apply a combination of this, which we call Inbound Marketing Automation.
Actively build customer profiles
Marketing Automation software helps you to have a conversation with your prospect. Conversation with your prospect is only possible if you know what is going on with them. You do this by, for example, tracking which website pages they are viewing, which emails they find interesting and for which events they have registered. By storing both explicit data (e.g. forms they have filled out) and implicit data (e.g. tracking behavior), you can build a profile of each prospect.
The most important parts for lead generation
1. Lead Capturing (opt-in)
This is a collective term for tactics used to receive information from prospects, often in exchange for free information (premium offer) in the form of a white paper, eBook or checklist.
2. Lead Nurturing for a warm bond
Lead Nurturing is building a connection with your lead in order to allow them to purchase. Without this, your prospect is unlikely to make a purchase. Your prospect must be familiar with your company and what your company offers. In addition, your company should be seen as an expert in your field.
Lead Nurturing frequently comprises relevant email marketing, sending newsletters with valuable content, posting interesting blog articles, and offering relevant white papers. It is also important to alert leads to positive customer experiences, references, case studies and fun events.
The art of Lead Nurturing is to send your leads the right information at the right time. When a lead is not ready yet, you can provide them with relevant content through your marketing strategy until they are ready for the next step in the purchasing process, thus nurturing your leads.
3. Lead Scoring helps with prioritization
applying Lead Scoring, you determine the phase of the purchase process your
prospect is in, and you work towards better qualified leads. You assign points
related to the digital behavior of a prospect. By adding up scores, you can
give priority to different leads, as needed. Eventually, you can then send
sufficiently interested leads to sales for follow-up.
Marketing Automation is used when:
The Buyer Journey is longer than one week
• You want to use extensive and intelligent web forms and landing pages
• You sell multiple products in multiple markets
• You want to significantly increase the ‘lead-to-sales’ conversion ratio
Marketing Automation integrates all channels
The idea behind Marketing Automation is to integrate as many customer and data channels as possible. The more channels that come together within Marketing Automation, the more powerful the platform. Typically email, the website, social media, webinar and CRM are integrated. However, other data (e.g. Chamber of Commerce data) can also be very valuable for the lead scoring mechanism.
Email marketing & Marketing Automation are not the same
Email is the most common way to communicate or deliver information with your prospect. Email is one part of Marketing Automation, in addition to other parts, such as lead management, nurturing, tracking and SEO management.
Email is essentially a typical channel solution. Marketing Automation is not. The strength of Marketing Automation lies in the convergence between the different channels and in organizing consistency and relevance within this, whereby your prospect is central.