You want to get more leads. But marketing teams are already busy and trying to get results with limited resources. How can you use software to build a lead generation engine that delivers big results?
Marketing automation can help you streamline processes, increase productivity, and generate more leads. Are you ready to shift your team into high gear?
When you build automation, you try to automate repetitive processes and build more customer connections. But achieving great results requires more than just streamlining efficiency and expanding reach.
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The key is to create automated sequences that adapt to your audience's behavior. As prospects engage with your brand at different touchpoints, marketing automation software delivers different messages.
With the right approach, you can use automation software to deepen connections, provide value, and pass qualified leads on to your sales team. As you begin your marketing automation journey, consider the following tips to get the most out of your solution.
1. Creating microsegments
Microsegmentation extends beyond traditional audience segments. So we're looking at creating segments based on a variety of common demographic, psychological and behavioral characteristics. Once you've identified your microsegments, you can build automation to deliver content that resonates with each audience at a more granular level.
2. Build adaptive automation
The most important criterion is that as audience behavior changes, the automation sequence will also change. When different customers within a microsegment perform different actions, automation must adapt without intervention. This requires forethought, as you need to build targeted workflows that take different paths depending on your audience's behavior.
example: If you're creating an email lead nurturing campaign, you can create triggers that send different sets of emails based on the links users click within each email. As a result, different prospects participating in the same automation may start out with the same email but end up with different content.
3. Personalize your experience
When building automation, you want your potential customers to feel like the message is specifically aimed at them. We create micro-segments and tailor each engagement based on behavior, so you can take the next step and personalize your conversations. As a result, you want your bot to adopt a conversational tone while focusing on what's most interesting to each prospect.
example: Imagine you are interacting with chat software on a product page. Depending on how your automation is configured, enrichment data can identify user name and postal code targeting criteria to determine user location. Using these data, bots can send personalized messages that feel like they're coming from a human, with a personalized approach that: “Hi Michelle, did you know that we are located just off Highway 10? Can I send you directions?”
4. Deepen your connections
Use automation software to deepen your connections with potential customers.adopt modus operandi We focus on delivering value. The principle of reciprocity suggests that people want to be rewarded for good behavior. Providing value to your audience, like delivering a helpful whitepaper or video, increases the likelihood that they'll want to connect with your brand in the future. And yes, you can automate all of this because you are creating conditions (think “if this, then that” scenarios) that trigger the delivery of behavior-driven content.
5. Qualify leads automatically
Sales teams can't give every lead equal time. And why should you? That's your job. Automation technology allows you to identify customers who are most likely to buy. With the right software and well-written automated sequences, you can categorize and qualify your leads so that only those with a high likelihood of buying are let through.
6. Embrace optimization science
When implementing automation software, keep optimization science in mind. Optimization science focuses on maximizing the potential of customer-facing technology. Learn more about optimization science here. Optimal results can be achieved by using automated software to trigger the brain's responses at the right time.
7. Conducting A/B tests
Once the automation is running, you need to make sure it is optimized. Use A/B testing to evaluate the effectiveness of your workflow. Remember, just because you're successful doesn't mean you can't improve.
As a marketing leader, you can orchestrate a symphony of automation to help your business connect with customers across multiple channels and deliver results 24/7. Can you hear that music in your ears? In that case, turn up the volume and step on the gas. A treasure trove of clues lies just beyond the horizon.
The opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
