Jan
26

Marketing Automation consists of automatically triggering the most relevant marketing actions depending on a lead’s degree of maturity. This will gradually bring the lead along the path to conversion. As long as you don’t cut any corners.

While this type of platform effectively industrialises the sending of mailshots, it above all enables – which may seem paradoxical – the personalisation of the client relationship. The advantage of Marketing Automation consists of delivering the right content at the right time to the lead depending on their degree of maturity. It is particularly advantageous in the B2B sector where decision-making is especially long.

As the concept has had increased success over the past years, many publishers have positioned themselves in this niche, such as Marketo, Hubspot, Pardot (Salesforce) and Eloqua (Oracle). Their solutions are paired with CRM so as to share information on a given account. This also lets the marketing and sales teams synchronise their actions.

At what point is a lead deemed sufficiently qualified to be passed over to the sales team?

 

Define personae

At the project launch, you need to define 4 or 5 fictional characters, or “personae”, responding via their profiles to the shared characteristics of a group of clients. Examples would be the boss of an SME, the technical director of an industrial site, or the buyer for a large account.

Once these personae have been defined, it is possible to script engagement programmes by pushing the messages appropriate to each requirement. Following the principle of lead nurturing, you should nurture your leads’ thought processes by sending them content (studies, tutorial videos, client testimonials, etc.) at key moments. Subsequently, data collection will enable the Marketing Automation platform to hone these profiles over time by modelling purchasing behaviour.

 

Nurture conversation

A visitor arriving on your website is, as their name indicates, anonymous. Nonetheless, they leave connection logs behind. Once they have identified themselves by accepting a cookie or completing a form to download a white paper, the Marketing Automation platform will make the connection and retrace their web browsing. It can also take into account their requests on search engines or their interactions on social networks.

The challenge is to follow their journey so as to trigger the relevant marketing action at every stage. For example, Mr Smith has skimmed a study related to the impact of new European data protection regulation, so why not invite him by email to a webinar addressing the subject. Once the conversation has been engaged, it will be a question of maturing this prospect into a qualified lead by gradually leading them into the conversion funnel.

 

Measure the performance of your campaigns

Ultimately, this conversion rate will of course be the main indicator for judging the success of a marketing campaign. But it won’t be the only one. A Marketing Automation platform lets you trace other metrics like email opening rates, the type of content proving popular, the most efficient sources of traffic (advertising, blogs, social media, etc.).

This quantified feedback will enable you to refine your editorial strategy or the design of your landing pages. Finally, by giving this global view, Marketing Automation enables you to optimise your marketing and advertising budgets.

 

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Xavier Biseul
About the Author
Xavier Biseul is an independent journalist, focused on topics such as Digital Marketing, Social Media and New Technologies.