‘Research Corp’ carried out their own research concerning using technology in building brand awareness and acquiring potential clients. Most of the companies surveyed base their processes on CRM integrated with Marketing Automation, which is responsible for monitoring of potential clients’ behavior and tailored communication with them. Such merge allows marketers to gain maximum ROI from performed processes. 89% of companies which implemented Marketing Automation merged it with already used CRM or take advantage of the one existing within Marketing Automation system.
Why it’s worth to merge CRM and Marketing Automation
When those two solution join forces, contact management becomes much more efficient. Knowledge from client’s behavior monitoring and identification allows to build client scoring and their profile. This grants matching and personalization of communication, individually with each client. Thanks to this, marketing can achieve sales needs – greater number of contacts better prepared for sales. Here are areas in which we gain most:
• potential clients education – Lead Nurturing
• communication – dynamically tailored and personalized contacts in respect to content, communication channel and sending time
• potential clients engagement measurement – contact scoring
• client circulation management – passing on contacts automatically between marketing and sales
Which campaigns are performed by companies using Marketing Automation in B2B and B2C
According to the research 53% of companies have implemented Marketing Automation solutions. As much as 90% of them perform a minimum of two types of campaigns day-to-day. It’s not much as such class systems offer much wider possibilities, which in ideal environment would be fully taken advantage of. 50% of them perform as many as four or more campaigns.
Among most popular are those typical for B2B sector. In 50% of instances events, on-line seminars, contact forms and recurrent Lead Nurturing campaigns are in the lead. 30% of companies which implemented Marketing Automation, use automatically launched Lead Nurturing programs, in which further messages, instead of recurrent ones, are sent in reaction to specified behavior of individual receivers. It’s interesting that 60% use simultaneously recurrent campaigns and those being sent basing on contact behavior.
How are the campaigns launched most often
As much as 58% of surveyees admitted that further steps in campaigns are activated by potential clients’ behavior, like for example a visit to WWW page, opening or clicking in e-mail message, filling in a form or direct contact with the sales parson. Why it’s worth to work this way? The answer is surprisingly simple. If we react to client’s behavior, it’s exactly as if we answered questions they ask when searching for information on WWW page, emails or other spots. We enter a very dynamic and individual interaction with every potential client and actively react to their needs. Thanks to this, we are the first to respond their needs and secure our advantage over competition. These type of campaigns are more flexible and are better adjusted to the pace in which potential clients make a purchase decision.
Summary
Exploiting Marketing Automation in the world markets becomes more and more popular. The businesses intensify their activities, creating more and more marketing-sales campaigns. In huge communication noise, high quality communication becomes really significant and is granted by systems like Marketing Automation SALESmanago. The quality we are talking about are custom-made content, time and communication channel, individually for each client. The average level of campaign complexity is not as high as it’s available but already outclasses the possibilities of traditional e-Mail Marketing platforms.
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