Melody Esteban

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Marketing Automation Tips to Improve Conversion

Optimize
User
Experiences

Marketing

Automation

identify
Qualified
&

What is Marketing Automation?

Marketing automation can be defined as a technology that assists firms in growing by automating marketing operations, tracking customer engagement, and providing personalized experiences to each customer across marketing, sales, and service. Businesses can track and act on customer data with marketing automation integrated to a CRM to deliver automatic engagements across the web, email, social, and sales channels depending on who the customer is and what they worry about. This allows marketing teams to create successful campaigns that provide the appropriate message to the right person at the right time.

Marketing automation is the technique of employing software to automate marketing campaigns and activities throughout the buyer’s journey. It helps you get greater outcomes by streamlining your digital marketing operations, reducing human error, and increasing efficiency.

Role of Marketing Automation in Lead Nurturing

Marketing automation assists you in identifying potential customers and automating the process of nurturing those leads to the point where they are prepared for the sales process. It automates processes that get prospects to the stage where they may be directly engaged by the sales team with the objective of closing a sale and beginning a long-term relationship, and the information it gathers might assist you in deciding which marketing strategies to employ. Marketing automation accomplishes this by substantially increasing the productivity of your sales funnel, allowing you to quickly convert a large number of leads into satisfied customers through a combination of tactics. 

Marketing automation allows businesses to streamline, automate, and measure marketing operations and workflows in order to improve operational efficiency and accelerate revenue rapidly. Many modern marketing practices, such as lead generation, segmentation, lead nurturing and scoring, relationship marketing, cross-sell and upsell, retention, ROI measurement, and account-based marketing, are made possible by marketing automation.

According to statistics, 49 percent of organizations are already utilizing marketing automation, while over 55 percent of B2B businesses have adopted automation technologies

B2B organizations can use marketing automation to connect and engage prospects in a variety of ways, including:

  • Email marketing
  • Social media marketing
  • Lead nurturing and inbound marketing
  • Digital advertising
  • Landing pages and forms

Let’s discuss about proven marketing automation tips that can help improve conversion for your marketing campaigns.

Marketing Automation Tips to Improve Conversion

Marketing automation, like any other marketing strategy, emerged and proved useful because it assists businesses and organizations in achieving specific business objectives, the most important of which are:

  • Generating qualified sales leads
  • Converting qualified sales leads into profitable customers
  • To maximize your clients’ lifetime value through customer retention
Marketing automation wheelDELIGHT

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Image Source: fssi.medium.com

Design a Map for the Lead Journey

Despite the fact that marketing automation solutions now handle the majority of the work, you still need some guidance and assistance to enable the software to provide optimal results. It’s critical to visualise how your leads go through the different phases of their conversion journey. This can assist you in identifying the processes as well as determining where leads become stuck along the way, which you can address in the marketing campaign design. 

Lead journey funnelLEAD SCORING MODEL

Image Source: crazyegg.com

There are numerous lead stages in a journey that could be significant to your automated program design planning. Have a strategy in place for each lead stage so that you can utilize marketing automation to handle the behaviors and actions at that phase and keep every lead progressing toward conversion.

Related: How Can You Influence the Buyer Journey?

Employ an Automatic Qualification Process

More leads and conversions can be generated by being able to move leads through the pipeline at a quicker rate. Driving promising leads through the conversion process opens up space in the pipeline  to funnel new leads. Allocating score values to act like a lead signing up for a demo or a free account might be part of your automatic qualification process. This move could reflect a desire for a particular product or service.

Lead scoring model

Image source: saaslist.com

Investing the time to allocate the appropriate values to how leads interact with your brand will allow you to collect leads quicker and automate the next appropriate move, accelerating the lead’s progression to sales. Increased speed to lead means your prospects get the data and engagements they seek quicker, and it also lets your sales team realize when the prospect is prepared to discuss and engage with sales.

Marketing automation software can be used to assign a lead score based on the prospect’s actions and decide whether and when that lead matches your scoring criteria. From there, automated triggers for sales engagement or allocation into another campaign at any time.

Related: How to Spot Warm Leads Using the Right Lead Qualification Framework

See original post for reference:➡ The Savvy Marketer

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