Marketing Automation sells 24/7 to allow you to have automated “attendants” that capture the attention of customers, and help you identify, focus and build relationships that boost sales. Why are you losing out on sales to competitors who are more nimble, more present, and better targeting their customers’ needs?
Marketing Automation – what is it?
Marketing Automation (sometimes called Sales Automation) is the automation of messages triggered to automatically send to your contacts visiting your website, when certain conditions are met. This allows you to pre-set conditions and campaigns to be executed when they are triggered. You can nurture an interested lead or return customer to convert to a sale. The messages can be very specific to the condition that was triggered. In this way, you are tailoring your message specifically to the current interest of the contact. A 24/7 salesperson (machine) that nurtures your leads and customers while you sleep.
By 2020, customers will manage 85% of their relationships without talking to a human. (Gartner Research)
If a customer is on your website and has activity on your “BLUE” product page, you can send out personalized messages tailored to their “BLUE” interest. It is more targeted and therefore, more likely to convert. If they start to change their behavior to the “RED” product, you can automatically change the messages to either focus on the “RED” product, OR both “BLUE” and “RED” to see if their new behavior reflects their true interest. These conditions could be a click of a link in an email you sent out, or a registered lead is returning to your site. Utilizing proper tools and lead tracking techniques, conversions can rise from 300-800%. Now that is the definition of effective.
Marketing Automation – what are the statistics?
One of my favorite experts on this, Jordie van Rijn, talks about the current state of Marketing Automation and presents industry statistics citing its efficacy. Note that this is a trend that has barely touched small businesses. So, if you want to get your business growing faster that your competitors, this is a no brainer.
Ultimate marketing automation usage statistic:
On average 49% of companies are currently using Marketing automation. With more than half of B2B companies (55%) adopting the technology. – EmailMonday “The Ultimate Marketing Automation stats”. (2016)
Marketing Automation Value
The real value of Marketing Automation is the efficiency and data you can get compared to manual methods of communications, data entry and reporting on the data to better utilize it. This data allows you to iterate on the messages and your products. Now you can see what is interesting to your contacts and what needs to be further iterated on. After all, marketing is all about using data to hone in on the messaging that resonates with your audience.
There are many tools available out there to do this, so start with your goals and match them to your budget and features. You can get started at around $250 a month, depending on your current marketing technology stack. No need to pay entertainment expenses, mileage or hotel rooms. Nice, quiet, non-argumentative results.
Automate away and reap the benefits…and get a nap in too.
Have more questions? Just ask us, as this is our most effective tool to increase marketing ROI.
-Bryan
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