Alldigital Marketing Resources

Effective Marketing Automation campaigns need to start with an understanding of the buyer.

Creating an aligned customer journey using Marketing Automation will give you intelligence from the outset, as you use customer insights to gain deeper knowledge of how your customers think and feel about your products and services, building perception of what your prospect needs, and establishing why they need it.

Buyer profiles and behaviours

The creation of ‘personas’ (a representation of your ideal customer), set out the initial process giving you drivers to work with as you establish where new business campaigns should focus. Using a persona helps you understand and identify customer preferences and buying requirements.

Marketing Automation works with your website to achieve this, offering prospects information to interact with, such as account creation, form submissions or other useful downloads like newsletters or technical documents. As the automation process tracks visitor interactions using visitor ID, it starts to establish who they are building a valuable picture of, where their interests lie with your business.

The digital behaviours of your prospect can be used effectively to enhance engagement, where customers are identified you are ready to trigger further campaign stages within the sales cycle customised to reflect the needs of the prospect. All these exchanges are set up in the ‘Life of the Lead’ giving you visibility of the prospect journey 24/7.

Converse in in the prospect’s language

Using Marketing Automation’s set of integrated tools will help you to segment your prospects by what connects them to your business, understanding their interests, their demographics and their digital behaviours allows you to provide relevant content to a wider audience, grouping contacts and applying relevant campaigns to drive your sales.

Bespoke campaign content is drip fed to prospects using the automated process, speaking to each lead directly as a one-to-one exchange. Dynamic content on your  web-pages or emails based on user signals or behaviours, effectively uses the data acquired  from tracking the progress of your prospects to convey the right message at the right time, using language that reflects the level of the audience.

For instance; if you have a technical product a manager may be looking for just an overview and benefits of the product, where someone who would actually be using the product would want to drill down for detailed technical data, you can ensure that the information they receive is tailored accordingly.

Allow prospects to buy at their own pace

Using Marketing Automation to ensure a  prospect gets the information they need will maintain their level of engagement give your customer a great experience of both your products and brand and leverage your sales conversions.

Building a series of automated emails as personalised drip-fed campaigns doesn’t just grow trust and confidence it means you are not applying immediate pressure; you are allowing your prospect to buy at their own pace.

While the automated process keeps your prospect inspired, triggers can be set within your campaign cycle so you know what stage your prospect is at. From initial awareness of your business, to consideration, and final decision all phases can alert you to progress and any actions required.

1. Awareness –not yet buyer ready - harvested through gated content on your www, links and advertising, a prospect to target as an automated nurture campaign
2. Consideration – A lead that is engaged requires content that is authoritative and relevant to their needs, white papers, expert guidelines and video content.
3. Decision time – Your lead is warming up, conversion content can be led through vendor or product comparison, case studies and live demos.

As a prospect reaches the decision stage, the sales team engagement will trigger, being able to react intuitively, armed with insights, and ready to close a sale.

Gain loyalty and referral business

Content is king

The most important element to leverage Marketing Automation is quality content, it is proven that well-crafted content will assist a business to increase sales conversions.

Campaigns irrespective of the channel used require a content plan outlining consistent, on brand messaging to construct communications, from smart e-mail templates, to e-mails about products or services, social media updates or on line advertising the plan should look to provide:

• Consistent and relevant content focused on the customer journey
• Targeted information relevant to the segment you are speaking to
• More about you, educate prospects on other facets of your business that may be of interest

Your brand plays a vital role in the delivery of content, it needs to give authority to the buyer, be sure to stand out from the competition and utilise awards, statistics and data to support your content.

Marketing Automation maximises the capacity to retain clients. Once your customer has made a purchase then follow through, maintain loyalty with automated campaigns to ensure your business is front of mind at all times and also encourage referral business.

If you are looking to grow your business, gain a better understanding of customer needs drive greater loyalty, client upsell and enhance referral business, contact us now for a no obligation demonstration and assessment to see if Marketing Automation would work for you.