What is Marketing Automation?
Marketing automation effectiveness depends on getting the right message to the right person at the right time. MarketNet helps you segment your marketing database so you can develop messaging that does just that. 75% of the ears that hear your message and respond in some fashion are really not ready to talk with a salesperson. Marketing Automation lets you record certain activities and send communications and offers to further engage prospects and customers based on their ongoing behavior and interests.
Ongoing behavior (in our world, this includes both online and offline activities) determines what, when and how you communicate and engage with your audience. Behaviors and activities help deliver the right content at the right time. Even the absence of behavior or engagement can be considered a trigger that moves someone to re-engage dormant prospects.
Starting a marketing automation program can be daunting; it is not a one-size fits all solution. MarketNet will help you find your most compelling assets, set up your content matrix and campaign flow to maximize your lead potential.
Lead generation isn’t easy. The days that a marketer only relied on outbound techniques like trade shows, cold calling, and advertisements to get leads are gone. Today, you need to build a relevant mix of informative and entertaining content that builds relationships with your audience and helps them move down the sales cycle. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.
Scoring allows you to identify which customers are most interested in you and ready to purchase.
- Demographics (e.g. location, role, industry)
- Behavior (e.g. visited key web page, opened email, attended an event)
- Product-specific scoring
The average customer will visit your website multiple times before deciding to buy. Timing is key! Getting a better understanding where your customers are in the buying cycle is vital to getting them the right information at the right time. Make sure you are closing the loop by adding behavior tracking to your scoring.
- Multiple visits in a month
- Looking at pricing pages
- Visits to product pages
- Reading case studies
Lead nurturing is a combination of marketing automation, lead scoring and some of the “secret sauce” we’ve built into incommand. Communicating consistent and meaningful touches with viable prospects who are not at the buying stage yet. Since only 25% of leads are ready to be sent to sales (we call this “Sales Qualified”), the other leads need to be kept back and nurtured until they are ready to move on.
In other words, if you contact leads that are not ready to buy and push them into making a decision right away, you will likely lose them. Lead nurturing gives you the ability to continue to keep your brand “top of mind” with relevant messages to make sure you engage the consumer at exactly the right time.
Having an event? Make things easier with automated processes.
- Manage personalized invitations, reminders, and follow-ups
- Clone an event, including emails, forms and landing pages, to minimize configuration for future events
- Manage event check-ins
- Analyze the effectiveness of the event with flexible reports