If you’re evaluating whether or not marketing automation is the right step for your business, the main pain-points in your marketing strategy should be at the top of your list of things to consider. Once you’ve identified the big-ticket issues, it becomes easier to see how a marketing automation tool can align with your marketing strategy. While every problem is unique, these six common challenges can be conquered with marketing automation.
How do we provide a customized experience to visitors to our site?
Providing a customized experience that personalizes your visitors interactions on your website is one of the great features of marketing automation. You can denote particular regions or browsing habits (for example, someone who’s watched a webinar, or downloaded an eBook) and set up a rule that will determine what pieces of content each group will see.
Why it helps: With dynamic content, instead of creating numerous versions of forms, landing pages, email templates and content, you can set up a system that will automatically provide a customized experience based on who is viewing your content. So if you’re running a special offer in Melbourne, visitors from Melbourne can be specifically chosen to receive promotional content. Personalization happens quickly and seamlessly, so you can guide your visitors through down a specific path.
We want to test engagement on content depending on where it’s posted.
This kind of issue can be solved with custom redirects. By creating a shortened, custom URL for a piece of content, you can tweet, email, or post it and compare click-through rates.
Why it helps:
Being able to test content across a variety of different platforms will give you a good idea of how it performs depending on which channels it’s placed on. For example, are your webinar registrations being driven by social posts or your blog? A custom redirect will also let you get insight into asset performance outside of your own domain. Simply put, it’s a beacon that helps you focus in on what works.
We need to qualify leads before sending them to sales.
You’re in luck! That’s one of the major things that marketing automation is designed to do. With lead scoring and grading, you can evaluate every lead you get based on their interaction with your content, and how relevant your product would be to them.
Why it helps:
Giving marketing the power to qualify leads based on tangible, trackable activity takes some of the pressure off the sales team; it means more quality leads (the thing sales is always on about), without having to rethink your whole strategy.
How do we follow up with clients and prospects after an event?
If there’s one thing that marketing automation is good at, it’s helping you keep track of who’s interacted with you and when. After your event, create a list of clients and prospects (or just prospects, or just clients) who attended, and one for those who were invited or informed about the event but didn’t attend. You can then customize your nurturing campaign based on the type of interactions you had with them (or didn’t have!). If you are using a connected event or webinar tool, these lists can event be generated automatically.
Why it helps: Now you don’t have to worry about losing potential leads after an event. By creating a nurture campaign around them, you can keep the buzz going with your attendees and alert sales to any new opportunities to add to your pipeline.
We lose a lead when a prospect isn’t ready to buy for 6 months
Got a long sales cycle? Six months is a long time, but it doesn’t mean that your hard-earned lead is lost. Those nurturing campaigns come in handy again: you can create one just for long-term prospects that will keep them informed about your products.
Why it helps: Your sales team can comfortably focus on prospects who will become clients within the next few weeks while knowing those who are going to take a little longer are still being kept up to date. It’ll save them spending time manually adding all those extra touch points, and it’ll allow prospects to take their time coming to a decision, because they’ll be the ones to indicate when they’re ready to be approached by sales by engaging with your content again.
Our marketing team is small — will we need more staff?
Marketing automation can take even a team of one and turn it into a marketing juggernaut. A single person can manage and create campaigns, lists set up nurtures and drips, and manage website tracking. No headcount? No problem.
Why it helps: It’s the automation part of marketing automation that makes it possible to run full-scale campaigns without adding to your staff roster. You can set up automation rules that will form the basis of your campaigns, and then build out your nurturing and tracking around them. Then review your reports and make tweaks to further adjust and customize to your business’ needs.