Your marketing automation platform may already be working wonders for your sales force. For instance, your team may be able to reach out to qualified leads at the right time, after they’ve been nurtured using marketing automation features. You may also be able to shorten the sales cycle by providing contacts the content and information they need to guide them through various buying stages.
A quarter of all B2B Fortune 500 companies use marketing automation for these benefits, but they’re just some of the ways marketing automation technology can help you manage your marketing efforts and equip your sales force for success. Here are three additional ways you can put your software to work so you can use the platform to its fullest:
Acquire and Nurture Event Leads
Whether your company is sponsoring an event, attending a conference or exhibiting at a tradeshow, your marketing automation platform can help you systematize your efforts to attract and gather leads. You can leverage marketing automation at events to:
Create unique landing pages with content specific to your event. Include relevant information for attendees and an event-related offer, such as an ebook, consultation or product trial, to acquire new contacts.
Send email communications for your event to relevant contacts in your database. Segment your contacts by the most pertinent audience information, like geography, industry or job title, to promote targeted messages and event details. Set up automated emails to follow up with leads after the event.
Share Marketing Insights with Product Management
Your marketing and sales teams aren’t the only people who can capitalize on your marketing automation platform. Marketing automation can also benefit your product management team. According to Jeff Lash of SiriusDecisions, marketing automation can help product managers better understand their customers. This is because the platform is full of data on customer buying behavior, including insight on customer needs and pain points. Data from your marketing automation platform can help product managers find answers to questions such as:
- What product pages are customers and prospects visiting on your website?
- Which pieces of content are generating the most traffic and leads?
- What keywords are buyers using to find your site?
- How do keywords, content and page traffic differ by segments, industry and company size?
Answers to these questions will provide product managers with valuable information they can use to build out product road maps that will align with customers’ needs.
Segment Your Audiences for Sophisticated Content Marketing
As HubSpot CMO Mike Volpe explains, “At its best, marketing automation software [allows] companies…to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn [existing] customers into delighted customers.”
Marketing automation can help you target “useful content” to the most relevant contacts in your database. To do so effectively, use the data readily available within your CRM platform to:
- Align your segments with target audiences and relevant marketing messages.
- Segment your prospects based on their behavior.
- Optimize your email marketing and content offers for each segment.
Optimizing your audience segments within your marketing automation platform ensures your prospects receive the most relevant information, hopefully moving them closer to engaging with your sales force and leading them to purchase.
For more tips about how you can implement these ideas and leverage your marketing automation software to its fullest, contact us today.