The details of my services have suddenly made me very popular at dinner parties. When I describe what companies can accomplish with marketing automation, people are just astounded. Similarly, when we meet marketers to talk about what they can accomplish on a small budget, our recommendations are almost always met with intense enthusiasm (and a bit of shock).
Below are just a few amazing achievements marketers can accomplish with marketing automation:
1. Dynamic content. Marketers can deliver personalized experiences by displaying content that matches each user’s interests, needs, and preferences. Tailored content has been known to dramatically improve conversion and click-through and response rates. If you’ve ever shopped on Amazon (and who hasn’t?), you know what we’re talking about.
Imagine: You are comparing companies to perform a particular service for your business. You go to the websites of a bunch of different agencies offering a wide array of services, including the one service you need. But then, you come across an agency’s website that has all sorts of content on the home page about the specific service you need, including an announcement about recent awards won for that service and an article detailing several important reasons to choose them for that service. The company offers all the same services the others offer, but this company clearly has an edge over their competitors who are delivering a much more general message.
2. Visitor tracking. Keeping track of every action each prospect makes accomplishes three important objectives: 1. It allows the sales team to hone in on the prospect’s key needs and interests, 2. It allows the prospect to be scored for sales-readiness so you can be sure sales reps are reaching out to the prospect at the right time, and 3. Collective data allows you as a marketer to gauge the effectiveness of marketing materials.
Imagine: Your boss puts you on the spot at a meeting and asks you to detail the performance of current marketing initiatives. Thankfully, you have been constantly improving your landing pages and other marketing efforts based on real data from real site visitors. As a result, you can share impressive numbers with the group that show progress, conversions, and sales. All of a sudden, your value to the company has multiplied.
3. Progressive profiling. We all want to collect as much information on prospects as possible, but if you present a visitor with a long information form on a cluttered landing page they are going to bounce. With progressive profiling, the user is presented with opportunities to provide info slowly at various points in their relationship with your company. Their profile will also include information on the interests and needs they’ve expressed through their behavior on the site. As the user’s behavior is tracked, the user will be scored on their readiness to buy.
Imagine: You are a college admissions marketer. A prospect who has been to your site a handful of times researching college options calls your team. Their profile is instantly brought up on your screen and you immediately know they are interested in life science, specifically botany, and that they have an interest in Greek life. What do you do? Mention that the college is particularly strong in the sciences, that the botany program is unique and world-renowned, and that the college also has lots of exciting opportunities for students interested in joining sororities. The conversation is sure to impress the prospect!
4. Automatic lead assignments based on sales readiness. When a user scores enough points by completing certain actions on your site or doing things a set number of times, they are considered sales-ready. An alert will be sent to you and the sales team and the sales rep who best matches their interests and needs will automatically be assigned the prospect and receive all information collected on them.
Imagine: A customer consumes the final piece of information they need to make the decision that they want a product like yours. Your Johnny-on-the-spot sales team reaches out to them immediately that day with relevant, timely information. You make the sale.
These are just a few of the miraculous marketing functions pulled off by marketing automation.
If you find yourself envisioning what programs like these can do for your company, we welcome you to reach out. The Lake34 team looks forward to meeting you and discussing cost-effective options that will help you achieve your goals.