Effective marketing is crucial to the growth of a business. That is not news, but marketing has had to keep pace with the times. Gone are the days of in-your-face marketing; the consumer base does not care about such adverts anymore where businesses praise their own products. Instead, they prefer companies to provide honest, informative, and relatable content that promises to enrich their lives.
As the consumer base is getting more sophisticated, direct targeting of potential or existent leads with general advertisements is falling out of favor.
Email marketing is great, but you run the risk of subscribers hitting the “Unsubscribe” option if you end up sending too many emails, or those not relevant enough. Let’s face it – persistence on the part of marketers or sales people can be downright annoying to potential customers.
We are not asking you not to be persistent, however. If anything, be more so! But change the tactics. Evolve with the evolving customers. To be successful, you’ll have to create sophisticated marketing campaigns across channels that lure them in and keep bringing them back.
Marketing automation is an overarching concept that covers all aspects of digital marketing – email marketing, content marketing, social media marketing, as well as mobile marketing. By nurturing the interest of the visitors and leads across channels, it maximizes the chances of lead conversion and revenue generation for businesses.
Meet where they are and send them the content they want
Cross-platform marketing automation software allows you to track the behavior of your visitors. You know, of course, that not everyone who visits your website is ready to do business.
But there’s no way to know just how interested (or disinterested) they are unless you have at disposal a tool that points out the content they have consumed on the website, the resources they have downloaded, the number of newsletters they have subscribed to, how often they have visited the website, and how many times have they checked out your products/services in earnest (by going all the way to the check-out page).
Your leads may be at various stages of buying, but with access to the data points listed above, you will be able to send targeted messages to them depending on where they are and the next steps that you want them to take. Carefully crafted emails, content experiences and social media messages can be compelling and give them just the nudge needed to make a purchase!
If that sounds wonderful, here are our top three picks in this category.
This is a leading platform for businesses of all sizes to capture and convert leads. Marketo is at the top of their game with software that promises to help businesses manage leads and market to them in a targeted and structured way across channels.
So much of marketing is about nurturing leads and keeping them interested season after season as they keep visiting your website. Some might never make a purchase. Others might be waiting for the right moment.
With Marketo, you can attract the right customers and keep them engaged. Its SEO tool analyzes the performance of your existing keywords and recommends more competitive ones to improve your web ranking. Its “engagement platform” helps you collect rich customer behavior data, which can be integrated with social media platforms to create targeted ads.
Marketo also helps you engage visitors with personalized content (based on their browsing behavior and data derived from the visitors’ location) to keep them interested. If you’re emphasizing account-based marketing (ABM) practices, you can even manually create an audience segment of VIP leads from your email list and surface different content experiences to people visiting your site from these companies.
With the help of a tool like Marketo, you gain insights into the behavior of your visitors/customers, zero in on the right ones and send them personalized content, improve your Google search rankings (so that more of the relevant people can find you), and make social media an integral part of the marketing mix.
After all, it doesn’t matter how someone found you, as long as they have found you and are interested in your website. Your marketing efforts should be able to direct traffic to your website from whatever platforms you have a presence on.
Marketo has separately priced plans for their various services. You have to get in touch with them for pricing.
This is a specialized B2B automation tool that helps businesses weed out the time wasters and focus on promising leads – even when people who visit your site don’t opt in via any of your lead capture forms.
Its integration with Google Analytics helps the tool glean data that is worth its weight in gold. With Leadfeeder, you can find out exactly which businesses have visited your website, as well as the specific pages they visit and for how long. (If they are in your target demographic and have seen the product demo or checked out the pricing, you know a sales call might be in order.)
Procuring details on these companies is easy and helps marketers qualify leads. Leadfeeder also offers lists of email addresses, as well as Facebook, Twitter, and LinkedIn profiles associated with people who work at these companies, so that your marketing team can organize contacts according to priority. Then, salespeople can warm up leads across channels and make calls to pitch when the time is right.
What makes Leadfeeder even more useful is its integration with a number of popular marketing tools, such as Salesforce, MailChimp, Zoho, Pipedrive and webCRM. With the help of Zapier, which Leadfeeder rolled out an integration with in late June, you can now push Leadfeeder data to hundreds of other platforms, like Google Sheets, AdRoll, Todoist, Slack, and several more CRMs.
Leadfeeder offers a 14-day free trial, after which plans start at $53 per month and go up to $269 per month.
Turn traditional marketing on its head with Drift, a leading “conversational marketing” platform that helps businesses capture leads fast and shorten the typical sales cycle.
Advantages for businesses are clear. You don’t need to waste time making cold calls or getting visitors to fill out contact forms and then wait to follow up.
Drift’s intelligent onsite chat bots initiate conversations, engage visitors in real time to capture/assess their interest, answer queries, guide them through the website, and in general create a “more human buying experience.” Those interested in considering your products/services will not mind sharing their information.
It’s fast and easy to qualify leads in this manner and saves the sales and marketing teams precious time. Since the chat bots are around 24/7, your website keeps capturing information about potential leads ’round the clock.
Drift integrates with your current CRM to give you one more channel for lead generation. It currently provides integration support for Salesforce, Slack, HubSpot, Zapier, Shopify, Zendesk and several more platforms, including Zapier. In late 2017, Drift took its multi-platform prowess a step further, announcing the release of its open developer platform.
They offer a free plan with limited features. Paid plans begin at $50 per month and go up to $500 per month.
When done right, marketing creates a delightful experience for customers and employees alike. Take away the uncertainty and stress from the process of selling by signing up with an appropriate tool that equips your marketing team and salespeople with useful and actionable data every step of the sales cycle.
In-post images have been taken from the respective websites.
Featured image by Kyle Glenn on Unsplash.