On average, 49% of companies (B2B and B2C combined) are currently using Marketing Automation. With more than half of B2B companies (55%) adopting the technology. – Emailmonday "The Ultimate Marketing Automation stats". (2016)
It's not just the millennials and Gen-Y who have new consumer behaviour; maybe they have driven the change, but most consumers are now looking to engage with providers beyond their product or service. It is no longer true that a person will stay loyal to a brand, just because of the brand – they want more.
The most successful providers will use a synthesis of on/off line buying data to guide their next move and plan the very best response to their customer's needs and wants.
By building a relationship with the customer, the provider will widen the conversation with them so that they can be guided to buy what they need and want. But, this comes from first understanding the buyers' behavior and then communicating with those buyers in a targeted manner.
What we now know, is that customers like to buy more products and services from providers they trust. No longer is it relevant to separate the customers into product or service types. Instead, intelligent analysis of why the customer buys and how they use their purchases, can lead to innovation in both sales and product development to drive more sales and bind the customer to a brand.
Imagine being able to track and trace the journey of your customer, from prospect to buyer to raving fan, and analyse each of the compelling 'why' decisions they make along that journey. Imagine then being able to utilize that intelligence to widen your customer base and the number of products or services they buy from you!
With statistical analysis you have the flexibility and opportunity to link and so analyse every step of the buying process. This allows you to communicate with your customers using content language and solutions that are proven (through analysis) to matter most to them. You therefore raise your customers reason to stay loyal to you. In a market where competition is fierce … You've built trust.
An example of a trend you may spot from analysis:
Buyer X browses on-line but prefers to buy in-store/in-person and likes to receive constant contact by email offering even more value. Buyer X won't take telephone calls and wont share her postal address, neither will she turn up to any special events you host. Buyer X only buys 'more' products when they are 'on special' and will wait until the last day of the offer to buy. Buyer X opens, reads fully and shares on-line content from you through her own social media channels when the content is related to ABC only…
The ways of utilising such intelligence are endless. You can plan to keep Buyer X engaged with your brand and your products and services by knowing better what it is that they want more of (and why). Looks simple doesn't it. That's because it can be when your analysis is a wholly integrated process.
In addition to analytics, successful businesses have a keen knowledge of and strategy for using advanced techniques like text and predictive analytics, as well as improving search engine optimisation (SEO) for digital content, quickly categorising content and text mining words, phrases and topics for customers. They know the language of their ideal customer and what keeps them awake at night. This all goes into the recipe for success when deciding what to sell, what to leverage and what to give away.
This is where Marketing Automation comes into play. By using the analysis of your buyers' behaviour, knowing their hot-spots (key search words) and when they engage, you can create a strategy that engages with those buyers without any more than a set of well-designed content touch points, that are triggered by a customer behaviour and provider response pattern.
A simple example of a Marketing Automation plan would look something like this…
Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads - The Annuitas Group.
At OpusXenta, it is our experience that creating such a plan is the step providers can manage quite well. It makes sense and there are plenty of Google images to model. It comes undone when it comes to execution. They struggle with content, the number of touch points and the ability to read their captured analysis and utilize it effectively.
As the saying goes 'the devil is in the detail' and our approach is to assist you, the provider, so you know how to Create, Engage, Capture and Analyse your customer journeys to create more growth.
OpusXenta's 5 Top Tips to Effective Marketing Automation:
1.Know your buyer. Focus on your buyer. All content should be of value to them. Self-promotion can disengage your customers. Content should give them value and reassurance that you know what you are talking about and can be of real help to them.
2.Test your automated campaign within a peer or colleague group before you go live. Nothing can annoy a prospective buyer or existing customer more than being sent irrelevant or incorrect content.
3.Pay attention to your content assets and targets. Making sure that the right content is going to the right people matters.
4.Know your funnel sectors. A list should be separated into value and the content should therefore reflect that value. For example, newest prospects want more over-arching information about them as opposed to your business. You would be speaking about things that matter most to them and giving some tips and helpful hints to start the trust building process. Whereas longer standing customers may be more interested in special offers or product detail.
5.Have multiple touch points. Engage and interact with your customers through as many mediums as possible including your website, social media, on-line advertising and through email. The more places they see you in, the more trust in and affinity with the brand is created.
Great article! We're also considering using marketing automation next year. We're currently trying to compare some tools, like Marketo and GetResponse.