Chances are if you have (or are considering having) a marketing automation platform, the idea of “automation” is a pretty important one for you. One of the crucial differentiators between a marketing automation platform and any other email sender is the ability to automate sophisticated, targeted campaigns across the lifecycle of your customer’s journey, easing the effort on your marketing and sales teams by engaging more people, more frequently, automatically.
So you know automation is important to your marketing strategy, but where do you start? Here are just a few ideas.
Building your digital audience is an important part of your strategy. So what does your organizations do with the email addresses and contacts collected on your website, at event booths, through online ads? As you add new contacts to your database, consider automating a welcome campaign, where you deliver specific content introducing contacts to your company, setting them up for your customer journey. For inspiration, check out these “21 Welcome Emails to Inspire Your Lifecycle Marketing”.
After you send out a piece of content, do you go back and see who didn’t engage with it? Do you retarget campaigns to those unengaged subscribers? If you’re sending out a lot of content or simply have a lot of other responsibilities, you might not have the time to go back after every email send and schedule a resend of content. Automated resend campaigns can be setup in Marketo to resend emails to people who didn’t open, click or otherwise aren’t engaging with your offers without the hassle of setting up new campaigns each time.
If a prospect takes the time to meet with you, visit your tradeshow, or begin the process of purchasing something on your site, they’re already engaging with your company, and could be just a few crucial follow ups away from a conversion. Automate follow up campaigns to send after you attend events, hold meetings, or even for customers who “abandon cart” on your website, so that you never miss the opportunity for a sale again.
This is just the tip of the iceberg when it comes to setting up automated, sophisticated marketing campaigns for your organization. Keep in mind, as you turn on more automation, it’s a good idea to revisit, analyze and retool based on the data you’re collecting on the behavior of your audience, you may not always get the frequency or message right the first time (but that’s what we’re here to help you do!). If you’d like a full assessment of how your organization can better market to build a better relationship with your audience and increase sales, contact us.