There arent many metrics that cause business-to-business marketers more problems than Return on Investment. As business-to-business marketers, this metric is among the most critical for warranting our attempts (and spending budget requests) to senior management. Here are five methods through which marketing automation may help you foster your Return on Investment.
Getting prospects nurtured to a sales state is a requirement since client relationships drive the purchasing cycle. There is no doubt that secret that nurturing will get you a larger yield – and to nurture based on their interactions with your content, you can automatically add prospects with a marketing automation platform.
Understanding when a lead is sales-prepared is among the most important thing when trying to raise your conversion rates and increase your Return on Investment. You can monitor possibilities action across your website and ensure that whenever theyre prepared, youre prepared. Marking and grading takes the guesswork from ascertaining sales-preparation by prospects that are putting a number score based on each identifying interaction they have with your content and a letter grade
Did they visit the pricing page? See a video? Download a white paper? Its possible for you to set up both of those activities that can add or subtract from a prospects score and grade, and once theyre both pretty high (you can discover what which should look like), then you can pass them on to sales.
When they achieve a specific score or grade, have your leads automatically passed to sales. Sales will subsequently receive a prompt to follow up as fast as possible, and an alarm a brand new lead continues to be delegated.
When sales and advertising are aligned, they work as a team to move leads throughout the funnel, prepare prospects and keep relationships with customers, which leads to a higher Return on Investment total. Marketing automation opens up the lines of communication between sales and advertising. Marketers can offer the content they want to in sales and keep track on the communications of the sales team with customers by creating time-saving templates that save time and remain on-brand. Chilly leads can subsequently be demoted back to advertising to be warmed up. Sales can spend more time focusing on warm, competent leads.
Give lead-generation efforts a boost by creating types and squeeze pages which will funnel information directly into your automation platform for marketing. Map out your campaigns based on the possible activities a prospect might take and be prepared with an offer, case study, or the right nurture.