Marketing Automation
What marketing automation can do for your business
- Effective sales and marketing theory has taught us that your average buyer does through a funnel
- Marketing automation let's you nurture your prospects through the conversion funnel
- Without marketing automation, it would be impossible to effectively "push" your prospects through the funnel
- Marketing automation, as the name implies, automates the sequence
- Takes some effort to set it up, it can scale infinitely
- The more people you can put at the top of the funnel the better your results at the bottom of the funnel
Example
This is where things get interesting!
Let's walk through how Marketing Automation Systems can be used.
- Imagine a new visitor comes to your website. They are an IP address, nothing more, maybe some basic geographic data.
- They browse pages on your website, eventually landing on a special page with a call-to-action form (Contact us). This form collects a few bits of information (e.g. name and email address).
- Now this visitor is a known visitor. You may have a contact segment setup to capture these visitors and add them to a specific campaign. These campaigns will send emails, post to social media, and other actions based on either specific times or user interaction.
- Think of it like a decision tree. If the user opens the email, do this, otherwise do that. These campaigns can span hours, days, weeks, or even months! Now are you starting to see what's happening? This known visitor is gradually becoming a contact.
- As this contact completes various actions, you give them points. These points help you to weight your contacts and see which ones are hot. Once a contact earns a certain amount of points they are automatically moved into your CRM systems or direct sales team.
- Now you have a list of contacts you can confidently know are ready to be directly contacted.