Marketing Automation Set Up, Management and Optimization
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How Marketing Automation Works
This is just one example of how a company could use Marketing Automation to nurture leads and build their pipeline. Because of the customizable nature of Marketing Automation, the possibilities are endless.
1. Prospect reaches website through a search engine campaign
They end up on a page about a white paper that interests them. The content is gated, meaning they have to fill out a form to download it.
2. Prospect registers to download the white paper
The prospect provides their contact info and a lead is created. The website places a unique cookie on their computer that identifies them every time they visit the website. We are now tracking them.
3. Prospect receives white paper email
The prospect clicks on the link in the email to download the white paper. At this point our brand is fresh in their mind and it’s an ideal time for another interaction. An automated email is sent, offering the prospect a promotion specific to them.
4. Prospect downloads white paper
The prospect receives an email with instructions to download the white paper. We track how often they open the email, and when they click on the link.
5. Prospect revisits the website
When they go back to the website, the copy on the home page is updated to reflect the personalized promotion we’re offering them. They are the only people that see this personalized promotion.
6. Prospect shows interest in promotion
The prospect spends more time on the website, reading about the promotion and exploring our offering in more depth. At this point the prospect is a hot lead and ready to be engaged. A salesperson is notified.
7. Prospect is converted into a Customer
The salesperson calls the prospect and sells them on the offering. Because Marketing Automation has already warmed them up to the offering and provided an incentive to buy, the Salesperson’s effort is cut in half.
Benefits of Marketing Automation
Drive and convert more leads into sales
Gain insight into customer interactions
Offer a personalized experience
Cut salespeoples' time in half
Behind the Scenes
Visitor ID records each visitor to your website, how they got there, where they are from and in most cases contact information. A unique profile is created and future interactions will continue to be tracked across devices. When a form is filled out, that lead information is associated with previous interactions with your website.
Dynamic Web Content
Offer your customers what they want. Using their behavior across your website and other platforms, they are offered content tailored to their interests. This will provides a customized browsing experience – proven to increase engagement and conversion rates.
Dynamic forms remember information your visitors have entered previously on your website. This means they spend less time filling out forms and every time they complete a form your database becomes more complete and accurate.
Behavior Based Email
Behavior-based email lets you send the right email to your customers at the right time. Pinpoint the exact time to send someone an offer (i.e. abandoned cart) and email them a personalized offer at that exact time.
Once a customer profile is created, our software searches social networks for them and adds additional information to their profile. If someone on your sales team is connected to the customer, they are notified so you can leverage that relationship to close the sale.
Automation helps nurture your leads over time based on their behaviors. You can create email drip campaigns, triggers and workflows based on what a sales person would normally do. This gives your sales force more time to sell and less time doing admin tasks.
Get information about Visitor ID tracking, email campaigns and sales pipelines with easy to understand reports allowing you greater insight into your sales cycle. You will receive reports on a weekly or monthly basis.
End to end ROI, behavior and multiple device tracking are just some of the metrics you can monitor to help your company grow.
We work with:
Marketing Automation from Accel helps us track every interaction our leads have with our site. When we contact them, we know exactly what they’ve been researching and are ready to continue the conversation over the phone.