Investing in marketing automation will help you maximize the results of your inbound marketing initiatives. The impact of your content can be increased, lead intelligence can be collected, conversion rates can be raised, repeat business can be encouraged, and your brand’s entire customer experience may be enhanced with marketing automation.
I want to concentrate on how marketing automation may increase the return on investment from inbound marketing in this article. Below, I’ve included a list of several common marketing automation platform features that will help you directly raise your ROI.
Smart Lead Forms
You may gather pertinent data and progressively construct contact records by adding smart lead forms to your landing pages, which enables you to get to know your prospects better and create campaigns that address their particular problems. For instance, a visitor may see a landing page on their first visit to your website and complete a form with the following details (to receive an offer):
First Name
Last Name
Email Address
Business Name
Continuing with this illustration, the same visitor—now a lead—visits your website once more to take advantage of a different promotion, which directs them to a different landing page. With marketing automation, you have the option to delete the fields that have already been filled out, allowing you to ask for further information without overburdening the recipient with inquiries (many inquiries can be daunting for website visitors and may cause bounces from the landing page). We may consider posing the following inquiries to a company like Synecore:
Career Title
Site of the business
Mobile Number
Industry
Are You Using Marketing Automation Right Now?
Do you currently have any PPC campaigns running?
Create Lead Scoring
With the help of a technology called lead scoring, marketing automation makes it really simple to comprehend how qualified a given lead is to be forwarded to the sales team. To measure a prospect’s level of preparedness to talk with a sales representative, lead scoring distributes points to preset contact qualities or activities completed by the prospect.
When set up properly, lead scoring guarantees that the only leads sales professionals will be contacting have a mindset that is prepared to make a purchase. As a result, the sales team’s rate of conversion is dramatically increased since they are able to spend more time with qualified, sales-ready leads rather than phoning potential customers who might not be ready to speak with a sales representative.
The distinctions between a marketing-qualified lead and a sales-ready lead will become clearer to you over time. The next step is for marketing to nurture the leads that meet their criteria down the funnel into a sales-ready mindset.
Nurturing Leads (through Emails)
As was already said, marketing’s responsibility is to guide the marketing-qualified leads down the funnel toward a sales-ready mindset. You may build up automatic email lead nurturing campaigns using the tools provided by marketing automation to send prospects useful content, offers, and promotions that will raise their lead quality scores and make them more valuable customers for your company.
Individualized Content
You may utilize dynamic, tailored content with some marketing automation solutions, like HubSpot, to better interact with your prospects and deliver them the offers and material they want. With the use of this capability, you can control what information or deals each contact in your database sees based on details included in their contact record.
For instance, the automation software might be configured to identify that a certain lead has already downloaded the offer you are now advertising and provide a different offer. You may also add the visitor’s initial name or business name to certain terms on pages. The options are limitless.
Ability to Engage in Marketing Activities
I can assure you that companies without marketing automation won’t be able to conduct as many campaigns as companies with automation. The capacity for marketing activities is considerably increased by the use of marketing automation.
What does that imply then? Simply said, marketing can conduct more campaigns, connect with more potential customers, and provide the sales team with more qualified, sales-ready leads.
Data
By centralizing all of your marketing data in one location, marketing automation makes it simple to track your marketing efforts, examine statistics and trends, make inferences based on actual outcomes, and make comprehensive marketing choices. You may view information for:
- Web Visits (sources, bounce rates, etc.)
- Campaigns
- Contacts
- Landing Pages
- Forms
- CTAs
- Emails
- Blogs
- Videos
- Social Media
- Ads (search, retargeting, social, etc.)
Advice: Don’t forget to acquire feedback from the sales staff in addition to all the data you can get through marketing automation. Make sure the marketing team is receiving feedback from the sales reps on their talks with the qualified leads that your company has in contact with. In order to shorten the sales cycle and make it simpler for the sales team, this information will assist the marketing team confirm that the lead scoring is functioning correctly as well as address frequent queries on the website and in the lead nurturing email.
ROI for inbound marketing
Move quickly! I’ll now briefly discuss how each of the points I outlined above will affect ROI. Get set and go!
Smart Lead Forms – Allows you to gather more details about leads in order to accelerate sales and lower acquisition costs.
Create Lead Scoring – This lets you control how many leads are shared with the sales team. The sales staff may concentrate on the most quality leads and close deals by efficiently using their time.
Lead nurturing (Emails) – Before the sales representative ever picks up the phone, automated emails are sent out each day to various groups of prospects with educational content and offers, moving them closer and closer to a sales-ready mindset.
Personalized Content – By providing website visitors with an experience that is tailored to their individual needs and interests, the sales cycle is shortened.
Capacity for Marketing Activities – You are able to do more marketing activities in less time.
Data, Data and More Data No need to waste time switching between several analytical platforms in search of the information you want for decision-making.
