Marketing Automation Systems (MAS) make it possible to monitor, manage and nurture the individual buyer’s journeys. Research released by Google in 2010 revealed that the majority of the B2B buyer’s journey (in their research – the “IT buyer”) is spent in the consideration phase and that during this phase, the buyer has a voracious appetite for information. At the end of this phase, the buyer will have established a consideration set of solution providers.
With marketing automation, you can monitor your website visitors, identify them through an exchange of information, and automatically nurture them throughout their buyer’s journey. Unlike with traditional marketing tactics, marketing automation enables you to align your content and messages more exactly to the individual buyer’s timeline. To do this, marketing automation systems use techniques such as lead scoring, lead routing, trigger and drip email campaigns, progressive profiling and other functionality not generally found in a CRM.
Marketing automation can also be integrated with off-line marketing activities. For example, we have delivered excellent results for clients in automated pre and post event communications. In some instances, we have seen a 10-fold improvement in response rates to event invitations from contacts who are part of an ongoing nurture program. By using marketing automation to deliver post event messaging and content, we have also seen a dramatic increase in the number of leads generated from the event, and a much higher conversion rate of those leads to sales.
We have developed a ‘best practice’ marketing automation approach based on broad experience across a number of systems. If you already have a MAS, we can help you get the best out of it. If you do not have one, we can work with you to design an appropriate lead nurture program and select the right MAS for your business. In all cases, we can work with you to ensure that not only are your MAS and CRM systems well integrated, but that your marketing and sales teams and processes are as well.
To find out more about Marketing Automation watch our Marketing Automation Videos here.