Congrats! Someone has committed to buying your product! Some people combine this with the next step, “purchase,” but depending on your industry, this could be a different step entirely. Sometime people make a verbal commitment to buy, but then walk away and never come back to make a purchase. Once someone leaves, there’s a very good change that they’ll never be back. So, if someone says they intend to buy, it is your job to get that money right away. Don’t let them go talk to a spouse. Don’t let them come back next week. Do what you can to make the sale now.
Personalization. Without personalized messaging, you’ll miss out on a significant number of conversions. Leverage marketing automation’s tracking capabilities to tailor your conversations with your contacts. Personalization works: 88% of U.S. marketers reported seeing measurable improvements due to personalization — with more than half reporting a lift greater than 10%.
When you’re considering marketing automation platforms, you need to find the provider that best meets your specific goals and business needs. While it’s important to consider individual features and functionalities, your focus should be on finding a platform that is cost-efficient for you in the long run, as well as scalable, so it can grow in tandem with your business.
When running PPC ads, it's important that you keep careful track of the specific ads and keywords that you're targeting. You can do this by using the Google Analytics UTM builder to create campaign URLs that you can use to track the campaign source, the medium and any keywords or terms that you might be targeting. This way, you can determine the effectiveness of any campaign that you run and figure out the precise conversion rate.
“Aligning marketing and sales during the sales funnel does more than just align the teams — it creates better business outcomes,” said Mathew Sweezey, Principal of Marketing Insights at Salesforce. His stance is validated by a SiriusDecisions study that found brands with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. The three easiest ways to ensure marketing and sales alignment will succeed is a common language, co-created shared programs, and a policy to abide by a service level agreement.
Because of the popularity of marketing automation, a misconception has grown that marketing automation software can be a salve for any slowdowns in marketing growth -- including the need to generate new leads. This misconception leaves many marketers with sophisticated tools to automate the middle of their funnel, but no solution for generating new leads to nurture in the first place.
While it is possible to see results from your marketing efforts quickly, the reality is that marketing, especially the type that generates long-term results and referrals, takes time. You're competing in an increasingly crowded and loud marketplace. The better you can connect with your ideal market and develop a relationship with it, the better your results will be. If you provide a great product or service and are attentive to your customers, your customers will provide you with positive reviews, referrals, and testimonials that will help you stand out in the crowd.
If you are running a larger business, chances are you already have a sizeable database of contacts. A marketing automation platform can connect with your CRM to streamline your data and eliminate any cold contacts from your email marketing process. Similarly, if you’re already managing multiple campaigns and websites, automation software can provide you with powerful data on which landing pages are converting the most, which emails and posts are working best, and which content is getting the most downloads. Automated segmentation is also a helpful tool to ensure that you’re sending relevant content to your leads, especially if you provide different services or operate in different countries.
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