Posted by Marketing on 12 Oct 2017
So you want to increase your sales? That is exactly what Marketing Automation technology has been designed to deliver!
Marketing Automation software gathers intelligence about anonymous website visitors, it then transforms them into actual leads, tracks them over multiple channels and their devices, and then digests this data and segments your leads into lists based on their own interest groups etc, enabling you to provide a very tailored experience that drives them down your sales funnel and converts these leads into sales.
Once prospects have been segmented, valuable content such as blogs, white papers, emailers, videos, a myriad of download opportunities, webinars, demos etc can be created and pushed out to your leads, building trust between your business/brand and the lead - by giving them what they want to read and watch, to make an informed purchase decision. No hard sell, remember the internet has made sales a buyer led process, they want to feel that they are in control.
Your content strategy enables the automation platform to automatically assess their sales-ready status and nurture them through the sales funnel until they are your customer.
A MAP (Marketing Automation Platform) creates 3 times as many leads as traditional outbound marketing activities.
Over time, as more and more intelligence is gathered, your business will gain a complete insight into prospect requirements, interests and online choices, enabling you to respond with offers/content that elevate your position as a trusted brand adviser. This lead generation tactic has proven to be a game changer in generating more and better quality leads.
If you don’t have a dedicated sales team, you can design your funnels to drive the process through to a completed sale. If you do have a sales team, then the sales ready lead can be handed to the sales team when the lead is ready to purchase your product or service.
But it’s not just a question of generating more leads for your sales team, it also creates better leads and opportunities by giving the sales team leads that are ‘sales ready’ and have been nurtured through your sales funnel. Many B2B companies that have used automation software have ranked this as the number 1 reason why they have invested in the technology.
Reaching out to people, at the right time in the sales funnel
While outbound marketing activities can still generate interest (leads), very often these are non-specific, and far more costly to acquire.
With an automated lead, the prospect will have expressed an interest in a specific subject, ie: by downloading a brochure, watching an explainer video, etc. This gives you a level of insight that is a useful starting point for connecting with them.
Getting your sales team involved when a prospect is ready to buy
As leads mature and move along the sales funnel, your sales team will be kept informed about progress and can log into the central dashboard, at any time, to view real-time data on the life of the lead and its lead score - a score derived from online touch points between your brand and the lead. Such as emails clicked throughs, pages visited, media viewed, forms completed and more.
Automated alerts can be provided that notify the sales team to take action when a lead hits a certain score or has taken a particular action, eg: completed a form to request a demo. This allows sales to connect with a lead when it is sales-ready, so they can be more productive with their time and resources.
Giving you a new sales capacity and insight into your buyer’s journey
By refining successful automated sales campaigns, you can create faster funnels, higher close rates and improved efficiencies (across sales and marketing functions).
Marketing Automation is a fantastic lead generation tactic that can make a huge difference to your business performance and future.
Perfect is a SharpSpring Platinum Partner and experienced Customer Acquisition Agency specialising in Sales Lead Generation, through Marketing Automation. If you find our blog interesting then please take 2 minutes to make contact, so you can start benefiting from our experience and ideas.
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