Convert leads and build customer loyalty with an automated marketing tool
Marketing automation is the key to business performance. Well integrated into an Inbound Marketing policy, it can completely change the way marketing and sales departments operate. That being said, how should we concretely use an automation marketing solution to convert and retain leads? Answer in pictures!
Track their actions
First, when you integrate your customer base into your automation marketing software, you will discover the possibilities available to you to track their actions. And you might get some surprises!
Give them content
For your tracking to be effective, you must have elements to follow... Indeed, if you have no content to feed the leads, your tracking may be uninteresting. Knowing that Jane Doe has clicked on your company logo again in an emailing will not get you far. This is why it is essential that automation marketing is integrated into a more global Inbound strategy, with the creation of premium content.
You must be able to provide them with testimonials, videos, blog posts, white papers on various topics to enable them to make the business journey. By testing different topics, you will identify those that interest which target.
Scoring their actions
Being able to know what your leads are doing on your website is one thing, but taking advantage of it for the business process is another. To do this, we recommend that you set up a scoring system.
For example, when a lead downloads a white paper, 10 points are assigned to it. For the registration to a webinar it is 20 points, etc. It is up to you to determine which actions are most engaging to you.
Convert at the right time
Thanks to automation marketing, you know exactly where your leads are at. When the score exceeds a certain threshold, the sales representatives can then contact each other, neither too early nor too late.
Of course, before the telephone contact is made, the email workflows continue their work. In B2C, conversion can even take place without "human" action, simply thanks to well-worked CTAs and landings pages.
Turn your customers into ambassadors
Thanks to marketing automation, you will be able to transform your customers into ambassadors.
How? By integrating them into automated email paths offering them to testify, participate as an expert in one of your webinars, intervene during your user day, etc.
Since you will have nourished them with the same type of content produced with peers, they will be much less reluctant to accept it. And you know it, when a client recommends your skills and puts his word at risk, he stays loyal much longer.
Listening to customers
Of course, marketing automation can sometimes create a certain distance between salespeople and leads at the beginning of the sales process, since they no longer intervene directly.
We must therefore remain vigilant and continue to listen. Regularly analyze your software statistics, study the feedback you can get from automated mailings, check your conversion ratios...
In short, never disconnect from your customers' paths and constantly adjust your actions to remain efficient.