Leveraging Marketing Automation to Take Your Business Relationships to the Next Level
It is widely accepted that Technology fosters relationships, and in many instances, strengthens existing business relationships. Organisations that are aiming for long-term business relationships now have multiple options with Marketing Automation topping the list. A powerful software system and tool, Marketing Automation is at the forefront of all customer engagements today!Unfortunately, web marketing strategies are grossly misunderstood, as organisations typically “bolt on” solutions by opening a Twitter or Facebook account, dabble in LinkedIn groups or do an email blast using a free cloud-based email marketing solution. This is where Marketing Automation comes into play to automate repetitive tasks such as emails, social media, and other website actions, with technology at the core making these tasks easier.
Why Marketing Automation
Traditionally used by large e-commerce organizations, Marketing Automation is affordable, and considered practical for small businesses. Combined with inbound strategies, it offers measurable benefits for businesses, such as lower cost per lead; improved customer lifetime value; increased revenue; improved sales effectiveness and better ROI on marketing investment. But it is important to note that Marketing Automation is not a quick fix solution. If a site is already receiving good traffic but not providing sufficient leads, the results can be improved by utilising best practice conversion methods.
Benefits of Marketing Automation
Marketing Automation tools help elevate business relationships to the next level, as they help organisations in identifying the stage at which the buying process of the prospects is, and then guide them to the next stage — until they eventually convert into a customer! Further, amplifying the tool, streamlining lead generation, segmenting, nurturing leads, customer lifecycle marketing, cross-selling and up-selling, retaining customers, and marketing ROI measurement, can be achieved.
Lead Nurturing
Multi-channel lead nurturing helps organisations deliver targeted messages to the intended audiences. For instance, an organisation’s landing page is used to collect data from prospects.
Limiting the length of the form with relevance to the offered content reduces friction that would prevent people from sharing their information. But it is often noticed that these forms don’t gather enough data for sales representatives to inquire further. Marketing Automation helps the process by auto-loading a new form with the old information and adding one or two new questions to the form.
The Marketing team will learn more as the prospect progresses through the customer journey. Accordingly, organisations will receive accurate data to help track the behaviour of the leads. When the lead nurturing process is combined with automation, it enables organisations to make informed decisions about how to approach prospective customers.
Social Media
Likewise, Social Media marketing is also a critical component of strengthening business relationships. In social media, marketers struggle with finding a balance between automated messaging and real time engagement. Marketing Automation allows organisations in spending more time on being authentic. Rather than automating the customer interaction, the focus should be on automating the behind-the-scenes duties. Social media is a practical approach in gradually building trust, as it drives brand awareness. For instance, monitoring tweets for likes, retweets, and replies gives an organisation an insight into topics that excite the followers of the organisation.
Sales & Marketing
Marketing Automation also contributes to a constant flow of critical and relevant information between the sales and marketing departments. With open lines of communication, the teams can focus on adding value to the customer. It offers detailed reports of customer profiles to understand their purchase, emails they opened, and when they buy the most products. That data comes in handy when the team needs to follow up on a sale.
In the process, management accountability is improved, as teams are aware of the hurdles in the sales pipeline. If the Marketing team’s leads aren’t sales-qualified, they will prompt the group to tweak their nurturing campaigns. Moreover, it keeps customers and employees on track while ensuring that the system works to generate relationships and revenue.
Customer Relations
All organisations are aware that relationships matter in business, as customers want companies to understand their needs. Social media is certainly changing the landscape; however, building a relationship is still the same. It is imperative for organisations to nurture and grow a relationship. Email is still alive and kicking, but Marketing Automation is the gardener an organisation brings-in to keep the yard landscape looking beautiful. These reports and stats can improve customer relationships.
Summary
Take advantage of marketing automation to nurture leads of the organisation; Send customised messages that will resonate with the buyer; Learn how to create authentic engagement in your social media messages and build better relationships with marketing automation. Building customer relationships is the key to increasing the sales. Marketing Automation has proven an effective method to nurture leads. If it is implemented and executed well, results are guaranteed.
Marketing Automation helps the process by auto-loading a new form with the old information and adding a few new questions to the form.
The Marketing team will learn more as the prospect progresses through the customer journey. Accordingly, organisations will receive accurate data to help track the behaviour of the leads. When the lead nurturing process is combined with automation, it enables organisations to make informed decisions about how to approach prospective customers.
Social Media
Likewise, Social Media marketing is also a critical component of strengthening business relationships. In social media, marketers struggle with finding a balance between automated messaging and real time engagement. Marketing Automation allows organisations in spending more time on being authentic. Rather than automating the customer interaction, the focus should be on automating the behind-the-scenes duties. Social media is a practical approach in gradually building trust, as it drives brand awareness. For instance, monitoring tweets for likes, retweets, and replies gives an organisation an insight into topics that excite the followers of the organisation.
Sales & Marketing
Marketing Automation also contributes to a constant flow of critical and relevant information between the sales and marketing departments. With open lines of communication, the teams can focus on adding value to the customer. It offers detailed reports of customer profiles to understand their purchase, emails they opened, and when they buy the most products. That data comes in handy when the team needs to follow up on a sale.
In the process, management accountability is improved, as teams are aware of the hurdles in the sales pipeline. If the Marketing team’s leads aren’t sales-qualified, they will prompt the group to tweak their nurturing campaigns. Moreover, it keeps customers and employees on track while ensuring that the system works to generate relationships and revenue.
Customer Relations
All organisations are aware that relationships matter in business, as customers want companies to understand their needs. Social media is certainly changing the landscape; however, building a relationship is still the same. It is imperative for organisations to nurture and grow a relationship. Email is still alive and kicking, but Marketing Automation is the gardener an organisation brings-in to keep the yard landscape looking beautiful. These reports and stats can improve customer relationships.
Summary
Take advantage of marketing automation to nurture leads of the organisation; Send customised messages that will resonate with the buyer; Learn how to create authentic engagement in your social media messages and build better relationships with marketing automation. Building customer relationships is the key to increasing the sales. Marketing Automation has proven an effective method to nurture leads. If it is implemented and executed well, results are guaranteed.
