80% of users of a Marketing Automation solution report an increase in the number of leads generated*.
For many of the companies we support, generating new leads is one of the main objectives. Is this the case for you too?
Are you using Marketing Automation solutions?
Behind this term lies a set of tools that allow you to automate many marketing and sales actions, which are often time-consuming: data enrichment, emailing, content production, opportunity tracking, etc.
Today, we present 4 ways to use Marketing Automation to develop your sales.
*Source: Invesp, 2022
KEY #1 - Optimizing Your Processes
Your teams' days are likely filled with numerous repetitive tasks that add no value: updating prospect information, writing follow-up emails, tracking transactions, etc.
By using Marketing Automation tools, your employees can automate these tasks and free up time for actions with real added value, focused on business.
Saving time and money is guaranteed!
However, Marketing Automation is not exclusively reserved for sales functions!
The management functions of your company can also benefit from the advantages of these tools thanks to the centralization of all your actions and thus your performances: number of new prospects, conversion rate, number of new customers, turnover generated, etc.
CRM solutions
The CRM (Customer Relationship Management) solutions address these challenges of automation and performance monitoring.
However, to ensure the effectiveness of this type of tool, you must choose a CRM that meets your needs. How do you choose your software?
To help you make the right choice and succeed with your CRM project, we are sharing our dedicated webinar, hosted by Dominique Seguin and Nicolas Boissard, respectively CEO and Marketing Director of KESTIO.
KEY #2 - An improved purchasing journey
Segment your target audience
Marketing automation allows you to segment your target audience and send targeted messages and ads based on the prospect's stage in the sales funnel.
You can target prospects who have downloaded specific content or simply viewed your services to send them a personalized message that will have a real impact. This helps you establish a more personal relationship with your target audience.
Personalize your scenarios.
By using your prospects' data (demographics, behavior, purchase history, etc.), you can create specific customer segments and tailor your marketing strategy accordingly. For example, you can send personalized automated email campaigns and create workflows.
Workflows are automated scenarios composed of several marketing actions aimed at prompting the prospect to perform a specific action. You can choose to trigger 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 in using your product, or a workflow for prospects who have downloaded a white paper or completed a free trial to encourage them to make an appointment with your sales representative.
In short, marketing automation allows you to reach customers in a personalized way through different channels, depending on the workflows (emails, chats, social networks, phone calls, etc.). The goal is to strengthen the customer relationship by offering a smoother and more personalized buying experience.
To help you surround yourself with the best tools, download our
Sales Enablers Guide!
KEY #3 - Data analysis
Through advanced data analysis, your company can collect and analyze information on prospect behaviors and preferences, enabling them to determine the best tactics to achieve their marketing objectives.
Data analysis is particularly important for lead nurturing!
Lead nurturing is an automated campaign process designed to build a trusting relationship with prospects. Companies provide relevant and useful content at the right time throughout the buying journey.
This technique allows BtoB companies with a long buying cycle to cultivate the relationship with prospects. The content offered must therefore be of high quality, personalized, and provide added value, to reach a more advanced stage in their buying process.
Lead scoring to identify the maturity level of 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 demographic data. The scores help you prioritize the most qualified prospects and target them accordingly.
What data is worth analyzing?
In summary, marketing automation gives you an overview of the strategy to adopt to optimize your sales. It allows you to know where you need to go and how to get there.
KEY #4: Expert advice
