You’re trying to get multiple systems to work together. Your sales and marketing teams aren’t on the same page about what a good lead is. You don’t know your customers as well as you could.
Marketing automation lets you find out more about your customers, and helps you better anticipate the information they will find useful. Your work gets smarter, and your staff is able to be more creative and less repetitive.
Why You Bought It
You wanted to improve your conversion rate, and ease some of the burden on your sales team. Your team may not be as big as your competitors’, but marketing automation helps your smaller team become better equipped to handle the workload. You hoped to see your marketing and sales teams operate with clearly defined processes to make them more efficient. The promise of lower staffing costs was not an insignificant factor in your decision.
Why You’re Failing
It takes a carefully designed plan to fully implement marketing automation. Maybe your training was inadequate, or just plain sucked. Your staff doesn’t know what to do with this beast you bought to solve all the problems. You need someone who knows how to use the technology to guide your strategy from beginning to end so that you can finally start to see the benefits of this incredible system you’ve bought.
Decide how and when you reach customers. Phone call? Tweet? Postcard? Interact (automatically) in a personal way with every single individual lead.
You never have to stop your A/B testing. Tweak and refine over time, all the time.
Increased Customer Lifetime Value
Better interact with former customers to keep them involved in your company, whether you are reminding your customer to replace their old product or to interest them in entirely new products.
Post to all of your social media accounts at once, or even schedule your posts weeks or months in advance.
Without marketing automation, you just try to come up with some idea about a lead’s score. With it, you set up criteria ahead of time and don’t even see a lead until it’s qualified.
Better Conversion Time
A streamlined process means it doesn’t take as long for a lead to turn into a customer.
Be There at the Right Time & Right Place
Tracking your leads when they come to your website gives you a direct line into their brain. Call them right when they’re thinking of you. Contacting your lead within the hour means that you are 60x more likely to qualify that lead.
No More Cold Calls!
They’re terrible for everyone. Instead, get actual data about your leads, so you know something about them and their needs before you call them.