Everyone is aware of the digital transformation that has taken place due to the pandemic that has hit the globe. Almost every business and all other sectors have opted to go digital to increase their reach, establish a brand image, increase ROI, and engage with customers (the new and old ones).
There’s no second thought about marketing that has helped marketers increase the brand value of the business and enhance other factors of the company. The use of digital platforms has increased by around 50%. Using these different digital platforms and implementing different strategies with expertise is the thing in the market right now. Though COVID-19 raised the use of digital platforms and also escalated the need to adopt digital marketing, is your Marketing Automation strategy a good one? Before knowing the three practices of marketing automation let us understand what is exactly marketing automation!
Marketing automation helps to identify potential customers and automates the process of nurturing those leads to sales-readiness. The software automates the actions that bring prospects to the point where they can be approached by the sales team where it aims of closing a sale and starting an ongoing relationship, and the information it gathers can make it easy to choose the marketing tactics. Marketing automation gives crystal clear vision and information about the behavior of your potential customer.
We now have an idea of what exactly marketing automation is, let’s understand if your marketing automation is a good one, and if not follow the below-mentioned three practices which will lead you on the path of good marketing automation.
- Create a Lead-to-Revenue Process: This process is a set of guidelines that can be used by marketers to run their marketing automation strategy successfully. A marketing automation strategy should embody your lead to revenue process. Each stage should have clear entry and exit criteria.
- Utilizing Lead Scoring: This tool can help you to separate the strong prospects from the weak ones. It is an important step that each marketer should take as one should know about the strong and weak prospects of your business. It will be tedious work if you sit and do it manually and also to balance when to reach out and when to not. With lead scoring, one should look out at these three metrics as well: Firmographic, which makes one understand the industry, size, and location of the prospect. Demographics, explores the job title, gender, and prospect. The behavior looks out at the interactions on the website and the events of the prospects.
- Create Segmented Group: Segmenting the e-mail lists can be extremely beneficial if you want to create more relevant and bespoke messaging and higher engagement with the customer. You can create automation workflows that move contacts to specific lists depending on their unique engagement and interactions. However, that means regularly keeping your account data up-to-date to ensure good marketing automation. You’ll want to hold onto those existing customers as much as possible using various metrics such as product interest, campaigns, and level of interest in the company to segment leads. You can also utilize segmentation to distinguish leads that have had little to no activity within a timeframe.
