Marketing Automation

SEGMENT. BUILD. ANALYZE.

77% of companies that use marketing automation saw an increase in sales (source: Invesp).

Email and Marketing Automation

86% of professionals prefer to use email when communicating for business purposes.

Email marketing is the single best way to generate business. For every $1 spent in email marketing, the average campaign earns $38 in ROI (Hubspot). Marketing automation saves time, generates leads and increases revenue. We integrate the right systems for your business to send email updates to key partners and customers. We configure nurture campaigns to educate leads, so your solutions stay top of mind no matter where they are in the buying process. We connect these systems to deliver user engagement information to your customer relationship management system (CRM), so you have a digital trail for each user that interacts with your website pages and content. Our email and marketing automation systems deliver key information to your organization that highlights buying signals and shortens sales cycles.

76% of companies that implement marketing automation generate a return on their investment within the first year.

44% of them see a return within six months (Marketo).

How to Leverage Marketing Automation

Strategy

Roadmap – 3 months, 6 months, 12 Months
Set S.M.A.R.T. Goals
Align with business goals and revenue objectives
Identify targets
Determine KPIs

Planning

Take inventory
Hold ideation and campaign briefs
Discuss with key stakeholders
Align campaigns with edit calendar
Develop and publish campaign calendar for sales and marketing
Analyze skills gap

Design & Execution

Segment database to match targets
Create content and assets
Map the campaign timing and flow
Program campaign flow, add assets
Test delivery and launch campaign
Manage leads as they engage

Measurement & Reporting

Have a campaign performance plan
Have a testing plan
Examine campaign operation metrics
Gather executive KPIs
Measure content metrics
Score engagement metrics

Use Marketing Automation to Nurture Leads

Best Practices

Mine and Segment lists by Industry or Target
Nurture leads based on their activity and interest levels across all channels, so your solutions stay top of mind no matter where they are in the buyer’s journey
Educate, don’t pitch or sell
Remind people how you can help them solve their problem
Establish credibility and thought leadership
Keeps you top of mind

Prepare a Master Nurture Campaign

1 Custom Email – How your product(s) work(s)
1 Custom Email – Highlight Product Features (offer something of value – a download or a Free Trial)
1 Newsletter Offer with sign up form
1 Microsite Offer (Customer Solutions, Industry News Developments, Case Studies, White papers etc.)

Nurtured leads make 47% larger purchases than non-nurtured leads (source: The Annuitas Group).

Release Triggered Emails:

Based on High open rate
Website Activity
Profile Data (birthday, expiration date)
Opportunity stage change
Event interaction
Auto Enroll active users
Educates Leads

Create Custom Landing Pages

Create landing pages for each campaign
Make some content exclusive, so users have to give information
Use surveys and ask questions to build user profiles

Companies that nurture prospects experience a 451% increase in qualified leads.

Consumer Content Preferences

%

Want content that is specific to their industry

%

Want content that is specific to their job function

%

Want content that is specific to their company size

%

Want content that is specific to their location (geography)

Marketing Automation and Lead Nurturing Benefits

Saving Time 30% 30%
Lead Generation 22% 22%
Revenue Increase 17% 17%
None of the Above 12% 12%
Customer Retention 11% 11%
Tracking and monitoring campaigns 8% 8%
Shorten the Sales Cycle 2% 2%

So What Should You Hope to Accomplish?

Establish and enhance your industry expertise
Establish and enhance your thought leadership
Build relationships with your prospects
Nudge prospects through the stages of the sales cycle until they reach the conversion stage
Stay in touch and top of mind so you’re their choice when it comes time