Marketing Automation is a fast growing industry that is built around the rapidly growing marketing technology sector. Years ago, automated marketing would mean being able to send pre-programmed emails or scheduling social media posts; now marketing technology has made it possible for you to build an entire relationship with your prospects or customers in an automated way.
It includes landing pages, marketing workflows and lead nurturing programmes, list segmentation, lead scoring, CRM integration and social media automation. With the right technology and the right implementation, this can be a powerful ‘back end’ to your marketing – you drive website visitors with content and traffic strategies, and then the marketing automation kicks in to convert those visitors into sales or sales-ready leads.
Marketing technology enables us as marketers to be able to automate activities that would take a lot of time and resources otherwise. It includes allowing you to send personalised emails to leads and customers at exactly the right time, grade your leads in order of priority, and alert your sales team when leads or enquiries visit key pages of your website. Working with JDR as your marketing automation agency means you can tap into our knowledge of the technology, the strategy and the tactics needed to succeed and have our team implement everything for you.
The main programmes usually have 3-4 different levels of budget which vary according to the number of email contacts, the number of users, the number of website visitors and the features required. They usually start at £100-£200 per month. Some businesses will invest hundreds of thousands of pounds a year into this technology.
While it does increase and improve your ability to communicate with your potential customers, it does require work – some companies even hire full time software ‘administrators’ to keep up. This is the benefit of hiring an agency like us – we can reduce the need for this extra work.
We are partners with Hubspot and Infusionsoft – these are the tools we use in our own business daily. But they are not right for everyone. We sometimes recommend alternative products like Pardot, Marketo or even Sharpspring or Act On
There are some lead nurturing best practices, but the best lead nurturing is when it is completely tailored to your buyer personas and the buying cycle/buying journey they go on.
Most Marketing Automation platforms integrate with a CRM system, or even incorporate it in their own system, like Hubspot for example.
Integration with a CRM system means that there can be a single view of individual leads and the information that is gathered about them, their business, their situation, and their behaviour. This ensures that there can be much closer alignment and visibility between the Sales and Marketing departments. It’s even better if, like a lot of businesses – Sales and Marketing “departments” are the same person!
Here at JDR, we can advise on the best systems for your own business, and have overseen many businesses CRM integration process.
At JDR we are dedicated students of marketing tech – we have now worked with and tested 74 different marketing technology platforms and are perfectly positioned to understand your needs and recommend the right solution for you.
When marketing is automated, there is room for customer relationship management using a system design for this purpose. The ability to not only track, but communicate with leads and current customers means that they always stay within a business’s cycle of sales, and always have their questions and concerns at the forefront of the business’s mind.
Just as buying an F1 car does not make you Michael Schumacher, investing in marketing automation technology does not guarantee results alone. Many businesses struggle to implement the strategies that are made possible with this type of software, JDR can help in two ways.
Firstly, we can help you plan the strategy – mapping out conversion sequences, content requirements and sales/follow-up strategies.
Secondly, we can provide a ‘done for you’ service where our team execute the strategy – creating the content, building the landing pages, writing the email sequences and setting up all of the workflows needed.
There are many tasks associated with marketing campaigns, many of them tedious. However, with marketing automation, these tasks are eliminated. This is because data about demographics and behaviour are used to qualify leads. When used in conjunction with a scoring system for leads, those leads ready to buy are easily identified and can be contacted by the sales team without fear of wasted time.
If you’ve been seeking a way to go beyond traditional marketing tools and tactics, marketing automation could be the solution you’ve been looking for. Automated marketing can take your communications to the next level, even aggregating customer conversations from social media. This allows you to respond almost instantly to comments made about your business.
JDR can help you to both choose and incorporate your desired marketing automation tools so that you do not have to lift a finger. We can help you increase your ROI, improve customer relationships and much more. Ask us how we can help by calling us today at 01332 343281