Marketing and sales automation is possible thanks to person’s behavior identification and monitoring on WWW page and in communication channels. Automation works by reacting to those behaviors and carrying out actions, stated in automation principles. That’s why, working with Marketing Automation, one should place emphasis on identification of highest possible number of contacts. In this article, we explain how it works and how to build a base of monitored contacts.
Person’s behavior monitoring and identification as well as building behavioral profile based on gathered data is a key and fundamental function of Marketing Automation SALESmanago system. This stand alone Marketing Automation solution proves its superiority to well-known traditional systems like CRM, ERP or email-Marketing. Additionally, it grants us possibility to analyze traffic on WWW page much more precisely than typical analytics tools. Marketing Automation collects data and assigns it to particular person, which gives us quality data. Analytical tools collect data focusing on quantitative traffic. Precise monitoring with Marketing Automation tools is due to advanced Cookies technology and visitor IP tracking.
How to begin contacts monitoring
Similarly to other analytics systems, SALESmanago is based on monitoring code. The code needs to be pasted on every WWW site we need to monitor. Most often it’s placed under Google Analytics code. Below you can see a sample of tracking code.
Soon after pasting the code, the system will begin to display first visits. However, initially there will be mainly B2B companies visits. In order to monitor particular persons, we need to start operations.
3 basic methods to build monitored contacts base
In order to begin contacts monitoring we need potential and current clients to interact with one of feasible channels of acquiring monitored contacts. Below we list 3 ways to begin contact monitoring.
1. Newsletter and e-Mail Marketing
Transferring e-Mailings to Marketing Automation is the simplest and quickest way to build monitored contact base. Every single click in e-mail message sent from the level of system or integrated client mail, causes contact identification and monitoring inception. In the system, we create a message similarly to traditional e-mail Marketing and system will take care of the structure of the links accommodated. In addition, transferring e-mail Marketing to Marketing Automation we gain:
2. Contact form on WWW page
Contact form is the second in the order of most commonly used solutions. As a form, we interpret every area on WWW page, where a visitor can put down his e-mail address as a minimum and confirm by clicking the button. There are two ways to implement such solution. We can integrate existing forms with SALESmanago system or generate new ones in the system, using build-in creator and embed on WWW page. Regardless of chosen attitude, every person, who provides their e-mail address will be monitored and their data will get to the system, where new contact charter will be developed or updated if already exists.
The advantage of forms prepared within SALESmanago is the possibility to display as pop-up or sidebar on WWW page to particular group of contacts, for example anonymous, and in precisely stated area of the page. Click HERE for more information about acquiring new contacts from WWW page with SALESmanago.
3. Social media application
Many businesses manage their own Facebook pages and all their fans are the base of potential clients, possibly interested in business offer. SALESmanago system allows to convert fans acquired this way, to particular base contacts. One just need to take advantage of numerous applications and encourage fans to sign up. Each participant will automatically get to the system. Then the charter with data from his profile will be developed and behavioral profile creation will begin.
Summary
The beginning of contact monitoring is the fundament to further marketing and sales activities in the automated world of Marketing Automation. We gain huge knowledge about behaviors, needs and interests of our website visitors and our e-mail messages readers. Basing on their behavioral profiles, automatic segmentation of contacts and tailor-made content sending is possible. This allows us to reach potential and current clients with the message they are interested in and at the specific moment they need it.
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