Marketing Automation CRM is the solution.
Keeping your marketing relevant and engaging — while maintaining a regular line of communication — is an uphill struggle while wearing a headset, trying to carry a laptop and a smartphone with a blue tweeting bird on your shoulder. Oh, and you have to get to the top of that mountain by 5pm today.
If that’s not enough of a challenge, when you consider that most consumers are drowning in posts, tweets, photos, messages, adverts and the latest in ‘must-have advice’, it’s hard to see how the best marketing email in the world could survive an inbox purge.
So how does modern marketing stay on top of all the different channels of communication AND deliver customer relevant content?
A Marketing Automation CRM system will:
- Keep a real time record of every contact and prospect who comes into contact with your business and track their buying habits.
- Enable you to tailor your marketing campaigns to meet the unique needs or stage in the buying process for each of your customers.
- Automate your marketing campaigns to deliver these customer focused messages, about relevant products, at the optimum time, saving you time and guess work.
- Segment leads and focus on those who are ready to either make a purchase or speak to a salesperson.
- Analyse the success of each marketing channel so you can spend time and resources where ROI is highest.
How does it work?
Identify and record details of all potential customers
The first job of Marketing Automation software is to capture the details of each and every contact. This could be automated via online web forms, event registration, free trials, download requests or manually entered by staff after telephone enquiries or other interactions.
Track customer behaviour
Now the software will keep a track on each customer’s behaviour. Which website pages are they visiting? Are they mentioning you on social media? Have they responded to a particular marketing email? This highlights the prospects that have a genuine interest in your business.
Analyse and segment
You have access to a core of engaged, potential customers. The software can help you to work out who they are and where they are in the sales process. By setting predefined measures you can segment those that are still browsing from those that are comparing two products or downloading specific information so you can move them to the next stage.
Targeted and personalise messages
When you understand what the customer wants and how close they are to making a decision you can create marketing that really speaks to them. You don’t need to irritate them with irrelevant offers or inappropriate messages but can send them the information they are really interested in.
Automate marketing messages
If the customer isn’t ready to buy, this is where Marketing Automation comes into its own. The ability to automate your marketing campaigns means you can respond to specific customer action, such as completing a webform, with a predetermined, multi-phased email campaign. Drip-feed them product knowledge and the key benefits of your product or service.
Keep the lines of communication open over time so that when the time comes it is your company that they trust.
Convert to sales
Now both you and the customer know everything you need to in order to begin the sales process. Marketing automation CRM is the ideal partner for Sales CRM. By using the customer knowledge that’s been collated in via Marketing Automation during the sales process you can continue a seamless, personalised customer journey. For example, website pages visited or which contact methods they respond to. Integrating the two ends of the process can also help you to identify exactly where you are losing leads or which techniques deliver the greatest ROI.
Analyse marketing success
Once a sale has been completed you can track back and see exactly where their journey began. This enables you to analyse your marketing efforts and identify what has been successful and what has not. Reinvest your time and effort where you’re more likely to see the biggest ROI.