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80%, of users of a Marketing Automation solution report an increase in the number of leads generated*.

For many of the companies we work with, generating new leads is one of their main objectives. Is this the case for you too?

 

Do you use Marketing Automation solutions?
Behind this name lies a set of tools that enable you toautomate numerous marketing and sales actions, which are often time-consuming: data enrichment, e-mailing, content production, opportunity tracking...

 

Today, we present 4 ways to use Marketing Automation to develop your sales.

*Source: Invesp, 2022

KEY No. 1 - Optimizing your processes

Your teams' days are surely punctuated by numerous repetitive tasks with no added value: updating prospect information, writing follow-up e-mails, monitoring transactions... 

By surrounding yourself with Marketing Automation tools, your employees can automate these tasks and free up their time for real added-value, business-oriented actions.
Time and money saved guaranteed!

 

But Marketing Automation isn't just for sales!
Your company's management functions can also benefit from the advantages of these tools, thanks to the centralization of all your actions and thus your performance: number of new leads, conversion rate, number of new customers, sales generated...

CRM solutions

Customer Relationship Management (CRM) solutions meet these automation and performance monitoring challenges.
But to ensure the effectiveness of this type of tool, you need to choose a CRM that meets your needs. So how do you choose the right software?

To help you make the right choice and succeed with your CRM project, we're sharing our dedicated webinar, hosted by Dominique Seguinand Nicolas Boissard, respectively Managing Director and Marketing Director of Kestio.

Discover the webinar
"Choose your CRM".

KEY No. 2 - An improved purchasing experience

Segment your target

Marketing automation enables you to segment your target audience and send targeted messages and ads according to the prospect's level of advancement in the sales funnel. 

You can target prospects who have downloaded specific content or simply consulted your services to send them a personalized message that will have a real impact on them. This helps you establish a more personal relationship with your target audience.

Customize your scenarios

Using your prospects' data (demographic, behavioral, purchase history...), you can create specific customer segments and tailor your marketing strategy accordingly. You can, for example, send personalized automated email campaigns and create workflows for them.

 

Workflows are automated scenarios made up of several marketing actions designed to prompt the prospect to perform a specific action. You have the choice of triggering the workflow in different ways, such as subscribing to your newsletter, downloading a white paper, interacting on a landing page, or participating in a webinar...

 

For example, you can create a welcome workflow for new subscribers to guide them through the use of your product, or a workflow for prospects who have downloaded a white paper or completed a free trial version to encourage them to make an appointment with your sales representative.

 

In short, marketing automation enables you to reach customers in a personalized way through different channels, according to workflows (emails, chats, social networks, phone calls...etc). The aim is to strengthen customer relations by offering a smoother, more personalized purchasing experience. 

To help you surround yourself with the best tools, download our
Sales Enablers Guide!

Download the
Sales Enablers Guide

KEY No. 3 - Data analysis

With advanced data analytics, your company can collect and analyze information about prospects' behaviors and preferences, enabling them to determine the best tactics for achieving their marketing objectives.

Data analysis is particularly important for lead nurturing!

Lead nurturing is an automated campaign process designed to establish a relationship of trust with prospects. Companies provide relevant and useful content at the right time throughout the buying journey.

This technique enables BtoB companies with a long buying cycle to cultivate links with prospects. The content offered must therefore be of high quality, personalized and provide added value, to reach a more advanced stage in their purchasing process.

Lead scoring to identify the maturity level of your leads!

You can use the data collected to assign scores to each prospect based on criteria such as online behavior, interactions with marketing campaigns and demographics. Scores help you prioritize the most qualified prospects and target them accordingly.

What data is interesting to analyze?

In short, marketing automation gives you an overview of the strategy you need to adopt to optimize your sales. It lets you know where you need to go and how to get there.

Talk to a
Marketing Automation expert

KEY No. 4: Expert advice

Ask a manager if his company's sales strategy is clear to his staff, and he'll say "yes" without hesitation.
Now, ask one of his sales reps if he knows why he has to get his 5 appointments a week, and the answer will be far less clear!

This difference in perception reflects a challenge you are surely facing: getting your teams to adhere to your sales strategy.
Because achieving your objectives depends on your employees implementing your corporate strategy.

So how do you get your teams to understand the benefits of this strategy and get them to apply it in the field?

*Source: Forbes survey

KEY No. 1 - Translate your strategy into action

One of the most common mistakes made when discussing sales strategy with salespeople is to focus solely on the results achieved.
Why do you do this? Because you can no longer act on results! They represent only the visible part of sales activity.

We can, however, act on the various sales actions that lead to these results.
The implementation of a Sales Action Plan will enable you to define 3 essential levers for your sales activity, reflecting your strategy:


By focusing on the sales actions of your teams, you deliver two key elements to your sales force: a sense of your strategy and the concrete means to achieve your objectives.

Because it's one thing to ask your sales people to sell 5,000 copies of your flagship product... It's quite another for your teams to achieve this objective.
By detailing the stages of your sales process and associating concrete sales activities with them, you can help your staff identify their strengths and areas for improvement.


To help your teams optimize their sales efforts, we're sharing our "Go/No go" scoring chart with you.

This tool, which you can add to on a daily basis, helps you to select the opportunities with the greatest potential, thanks to different criteria based on the main stages of a sales process!


Download scoring table

KEY No. 2 - Make the most of your resources

Today's customer expectations have changed dramatically when it comes to sales. Influenced by changes in technology and buying habits, customers are increasingly demanding, with expectations that include :

  • A personalized experience: salespeople must identify unique needs and add value to them.
  • Real-time communication : customers want to be able to communicate with sales staff quickly and efficiently.
  • Transparency : salespeople must be transparent about the products and services they sell, including prices and conditions.
  • In-depth knowledge: salespeople need to have in-depth knowledge of the products and services they sell, including the pros and cons.

With this in mind, it ' s important for salespeople to adapt to these new expectations to maintain their relevance and competitiveness in the marketplace. Make the most of the resources you make available to your sales force, so that they can apply your sales strategy in the field.

Make a list of these resources with two objectives in mind: on the one hand, to make your sales reps aware of them so that they take them on board, and on the other, to boost their motivation by showing them that the company is investing to give them the means to achieve the results they're aiming for.

Some examples of resources :


At Kestio, our digital learning team offers interactive and engaging training modules to meet the personalized expectations of our customers. If you're still not sure, discover a video presenting our approach.

And if you're interested, you can talk to one of our digital learning experts! 


Talk to an expert in
digital learning

KEY No. 3 - Work on your mindset

The mindset of sales teams plays a key role in achieving their objectives. A positive attitude can lead to successful negotiations and satisfied customers.

The manager's role will be to give a positive impetus to his team, by celebrating successes and offering positive perspectives for the future. This can be achieved by asking the team for their victories of the week, sharing new ideas that have worked, empathizing with team members and seeking out the unspoken.

Relate the sales strategy and objectives for the coming months to the victories achieved over the past year, by asking yourself the following questions:

  • What lessons did you learn?
  • How are they used in the current strategy?
  • How can you duplicate them or draw inspiration from them to build a scalable model based on variables observed on a certain scale?




Webinar - What motivational levers to adopt for each
each employee?

KEY No. 4: Expert advice


10%,

A company loses an average of 10% of its customers every year! While the causes may be varied (more needs to be solved, disappointment with the service, departure for the competition...), the result is the same: your company needs to find a solution to compensate for these departures and avoid losing sales.

When you consider the investment required to acquire new customers, reactivating your old ones is a strategic move! Because even if they no longer require your services, they already know your company, your expertise and your working methods.

As a result, they'll be more inclined to work with you again on a future project. Here are the steps you need to take to reactivate your former customers!

*Source: Harvard Business School

STEP 1 - Identify your lost customers


To set up an effective customer reactivation campaign, you need to be able to clearly identify which customers have left your company.

To achieve this, the daily use of a CRM is indispensable. It will give you a global view of your customers' history: when were their last transactions? How did your last exchanges go?

By using your CRM's various targeting filters, in particular on the date of activity of your customers, you'll be able to identify your inactive customers.
And thanks to the contact data collected for each customer, you can personalize your reactivation campaigns according to their expectations.

If you need help identifying lost customers in your CRM, check out our special CRM "Q&A" webinar!


Discover the webinar
"CRM Q&A


Thanks to your CRM, you can calculate your attrition rate.

Also known as the "churn rate", the attrition rate refers to the percentage of lost customers in relation to your total number of customers.

Once you've measured the extent of your attrition rate, you can investigate the reasons for these departures and implement your win-back strategy!

💥 STEP 2 - Rework your value proposition

An essential step in a pertinent marketing approach, the value proposition is the simple and precise formulation of the added value of a product or service as perceived by the customer.

In other words, it demonstrates the profitability (savings made, revenue generated) of the proposed solution, and reassures you about the risks associated with the project. By making your proposal unique, it differentiates you from your competitors, and facilitates your customer's buying process .

If the value proposition is not clearly identified by the customer, it can be the cause of their loss. If this is the case, it's essential to rework the wording.

How do you build your value proposition?


Is your offer understood by your target customers? 

Are the differences clear? 

Is it easy for people in your company to talk about it?

These are the questions that will help you identify whether your value proposition is effective!


Download the canvas
Value proposition

🤝🏻 STEP 3 - Leverage relationship marketing

The cost of acquiring a new customer is higher than that of reactivating old ones. It can therefore be more effective for companies to win back lost customers. For this, relationship marketing is an interesting strategy for renewing contact and developing a privileged, lasting relationship.

The aim will be to understand customers' specific needs, preferences and behaviors, to encourage them to place their trust in you again, and ensure the future of exceptional customer service.

There are several ways to implement a relationship marketing strategy
to win back lost customers:

  • Customer segmentation: use the data you have on your lost customers to segment them into groups, according to their needs, buying behavior and preferences. This will enable you to tailor your win-back strategy to each group.
  • Customized communication : respond to specific needs, via social networks or emailing campaigns.
  • Loyalty program: consider setting up a loyalty program to reward returning customers and/or a referral system.
  • Customer service : offer your lost customers impeccable customer service, with a fast, efficient response to their queries.
  • Customer feedback: identify areas for improvement by sending out satisfaction surveys or setting up call campaigns.

By using these relationship marketing techniques to win back lost customers, you can also improve your retention rate and reduce the cost of acquiring new customers.


Talk to an expert in
Relationship marketing

💡 STEP 4: The expert's advice


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