Grow Your Business Faster with Marketing Automation

by Jun 19, 2017Marketing, Sales0 comments

Grow Your Business Faster with Marketing Automation

Marketing automation has become a buzz word in the sales and marketing industry. But for those who are new to this term, what exactly does it mean and why should you pay attention to it?

What is marketing automation?

Simply put, marketing automation includes the tools, software, apps and strategies that a business uses to automate its marketing efforts. That is, to qualify and nurture leads as quickly as possible.

The reality is though that marketing automation is highly misunderstood lately. Most business owners will purchase a tool or piece of software and expect the tool to perform all their marketing needs. These tools leave businesses with certain parts of the sales process intact, but others faulty.

For example, marketing automation tools can nurture leads, but to nurture these leads, you must have a list of leads in the first place.

Companies that rely solely on marketing automation tools to grow their business realise that these tools need a constant supply of leads to perform efficiently. As a result, they may purchase email lists to supply their tools with these leads, but after it all, they find out that purchasing lists do little for their long-term growth.

The alternative? Coupling marketing automation along with proven lead generation techniques. In this blog, we will explain how to do this and grow your business.

How to use marketing automation in your business

Step 1: Finding leads

Finding leads doesn’t have to be like looking for a needle in a haystack. There are certain things that you can do to attract leads naturally. Here they are:

  • Landing pages – Search engines and other advertising methods send leads to your landing pages where they provide their contact information in exchange for content.
  • Cold calling – This method of attracting leads still works. Call a list of people based on certain criteria (people who may need your solution) and sell your solution to them. You can find these people by searching the internet or the yellow pages.

When collecting leads, make sure that you collect the right information. An email address is good, but it’s not enough to use marketing automation techniques to its fullest. Consider collecting their name, surname, company name, industry, communication preferences, birthday and geographic location.

Step 2: Blog writing

Do not only use content to educate but to sell your products/services too. One way to do this is by writing blogs and sending them to your prospects directly via email. If you include a call-to-action at the bottom of your blogs, leads will be more willing to click on it after reading your awesome content. Furthermore, add a promotion or a discount to increase the possibility of closing sales.

Step 3: Email drip campaigns

Once the leads have started to come in, marketing automation begins. 60% of consumers read marketing emails, therefore, it’s fitting that you should send automatic email campaigns to your leads.

With that said, it’s not enough that you send the same emails to your entire list. You’ve got to segment leads according to:

  • Demographics
  • Behavioural data
  • Interests
  • Preferences

This is where collaboration between the marketing and sales teams become important. Together, these departments must score leads to determine which ones are ready for sales. Depending on the lead score and segmentation results, certain email campaigns are sent automatically. Hence, your marketing automation tool should sync with your CRM.

The purpose of email campaigns is to nurture leads and bring them closer to a sale. Therefore, test your campaigns by using AB Testing methods to find out which colours, wording and layout works best for your audience.

Not sure how to set this up? Contact us today, we can help you! SnappSales is a modern lead generation company servicing the IT and Software industry. We find, engage and cultivate leads for you using a unique methodology.