Using Marketing Automation to Bring Your Leads to Revenue
For the most part, it's an accepted fact that it generally takes seven touches to convert a cold lead into a customer. Unfortunately, the manner in which the average marketer converts these leads makes these seven steps necessary. Typically that involves firing off emails to vast customer lists and hoping for the best. Instead, communications with your customers based on their segment, where they're at in the sales cycle (also called lead score) and what type of interactions they partake in on your website is a smarter move.
For this, you'll need marketing automation which will allow you to score leads and attack them with extreme targeting drip campaigns and email lists. Of course, this is a large task that involves integration, scoring the leads, developing new strategies, but solution systems such as Pardot, Marketo and others help you get the ROI back tenfold when compared to the time you spend setting it up. In fact, studies done by the Annuitas Group show a 451% increase in qualified leads by companies that implement marketing automation to nurture their prospects.
Kicking Off Your First Drip Campaign
Once everything is in place, you'll want to start off with your hottest leads. These are the ones that are most likely to close and you're already probably sending them content focused on practice each week. What you want to do now is make them even hotter and boost your revenue from them.
Do this by going over your CRM or marketing automation and check up on your recently qualified customers and prospects. See how often they visit your site, open emails, where they go once they're there, etc. This will help you score your leads and figure out who is worth pursuing and who is not. Work closely with your sales team on this as wasting money following cold leads is just not worth the time.
Put your warm leads into a file for nurturing and begin the cycle. This is very easy to do and mostly involves setting up a rule that states "once lead score of ABC reaches 25, add them to the 123 marketing campaign. Then, start sending emails once a week. Keep an eye on the rates at which the emails are opened and how they respond via CTRs. Then, adjust as necessary, getting more
sophisticated later on with frequency options that are automatically adjusted based on response rates or responses to CTAs. For example, if someone clicks on a link for info but takes no more action, your automation tool can send them an email with a free demo within a day or two based on their actions.
The Automated Feel of Humanity
Essentially, what you're creating here is a more efficient human response by means of an automated system. Gone are the monotone days of automated dialers and emailers; now it is possible to create deeper connections with your prospects by tailoring the marketing campaign to them based on your automated set up. They won't know it's automated and that helps you as a business.