Trying to make marketing automation work in your sales process starts with the IT work. However, it is only the start of what really matters. Configuring a system and ensuring data flows in and out out of your CRM is a basic element of starting the work to help you see what is happening with your leads.
If this is where your interest lies, then you can simply connect a real-time analytics program. Marketing automation may be overkill.
The real work starts with strategy. The strategy for connecting with a buyer and wooing them gently through a sequence of
steps that provide high value and build trust is what makes marketing automation valuable. The strategy is the linchpin for success. Here are some of the strategic parts of a successful marketing automation system to perfect:
- Landing page content. Your content has to serve people with inattention. They land on a specific page seeking information. They are not going to buy now. They are browsing. Ensure your content provokes thought and educates them. Invite them to go deeper. Your tone has to connect with your audience.
- Call to action content. Again, there needs to be a compelling call to action that invites a next step. At the core, your strategy should be to provide a high level of value for helping your buyer understand how your market works, the questions to be asking and stories of past problems and successes. Package this in white papers, ebooks, webinars and multimedia.
- Lead nurturing. The sequencing and timing of email communications, direct mail and sales calls needs to be coordinatedand triggered in a logical and personal sequence. Your touch points should seek to build a relationship and provide a high level of value and stay away from selling.
- Sales engagement. The timing and the conversation your sales team will be in needs to be coordinated with your content. Avoid awkward connections and ensure your personal sales engagements continue to bring value. There should be a direct call to action such as a sales meeting. Sales should be a continuum to the marketing automation process.
The strategy is critical for success. How you set up various campaigns based on buyer profiles needs to be thoroughly designed and implemented.
Your metrics will provide the feedback for continually iterating on the content and programming of your system to deliver relevant leads.
Where are you finding challenges in marketing automation?
