According to last year report by Gertner Research, about 45% of users visiting WWW page are likely to make a purchase. If for some reason they don’t, it is estimated that within 12 months the same persons will take advantage of the competition services and about 75% of them will make a purchase directly, from the first salesperson that contacts them. So how to engage client with Marketing Automation and don’t let him go to competition? We have a few tips for you.
- give up ‘cold calls’
Thanks to Marketing Automation, the problem of (too) early contact with the client won’t exist. Marketing team will be able to head up the acquired lead through the sales funnels at its own pace, accordingly preparing the client for the purchase. This way, salespeople will receive leads already prepared for the talks and with at least basic knowledge about the product.
- know what to talk about with potential client
Being able to monitor visits in real-time and having clients’ precise behavioral profiles, which are automatically completed and constantly developed, we know what particular user is interested in and what exactly he looks for on the WWW page. That’s crucial knowledge during initial talks with the client.
- know when to make a phone call
It’s a crucial to know when to make a phone call to a particular person. Knowing what stage of a sales funnel a particular person is – such ratings as scoring or alerts, which appear in salesperson inbox, are also a very good indication to signal if the lead seriously considers making a purchase. There’s also an option to set up special notifications informing when the contact checked the price list (for instance). Such signal may prove serious interest and readiness for a purchase.
- cut down the sales cycle
According to the research, caring the leads in special campaigns like Lead Nurturing allows to significantly shorten the whole purchase cycle. In addition, leads educated this way generate higher values of particular transactions than those left out without Lead Nurturing (10% and 40% respectively according to Aberdeen Group research). In turn, according to Bulldog Solutions report, businesses which invested in Marketing Automation can observe accelerated sales cycle by even 70%.
- use e-mail marketing potential
E-mail marketing is still one of the most effective channels of communication with potential and current clients. Thus, it allows for high sales conversion rating and client retention. With Marketing Automation, we can send tailored and top personalized trade offers at the best time. E-mails can also be launched when the system identifies particular activity – like signing up for a newsletter or filling in a contact form. However, thanks to integration with CRM system, whole communication is registered on contact card of a particular user.
- take advantage of segmentation
Properly segmented contact base is a key to successful automation of most marketing and sales processes. Thanks to specific segmentation trade offers can be tailored in quick and simple way from the perspective of contact interests. Segmented base is also a big help for sales department. From the initial contact with potential client, salesperson knows very well what segment particular persons belongs to, what tags have been assigned to them and what they are actually interested in. Having such knowledge, the salesperson can take advantage of this by/when starting the conversation.
- scoring – interest measurement
Scoring, or engagement points are automatically assigned by Marketing Automation system on the basis of users’ particular behavior on WWW page. Points value depends on particular activity. Accordingly high number of points is a signal for the salesperson that particular person may already be up for a purchase and the phone call should be made in the first place.
- take maximum advantage of the information gathered by the system
Having demographic data and viewing people engagement in marketing campaigns and visits on the WWW page, this knowledge can be used to cross-selling and up-selling action types, which significantly increase transaction average value. Cross-selling is offering additional products to those already chosen by client. Up-selling is usually more expensive, more advanced or refined version of a particular product. We simply make client aware of another option, informing him about differences and also benefits for him if he decides to choose that.
- Integration with CRM
Marketing Automation has got ready integrations with most popular CRM systems like SugarCRM. This means that both marketing and sales departments work on the same, unified data, what is really timesaving for the business.
- common objective for marketing and sales
It’s important to realize that both departments play big and what’s important EQUAL role in client’s journey, from the moment he lands in the base as a lead. Marketing Automation provides essential tools to adjust and adapt the process of sales and cooperation of both departments. Commonplace cooperation is a key thing here and there’s one goal: maximum effectiveness.
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