Marketing Automation is What Your Business Needs, Right Now

Marketing Automation is What Your Business Needs, Right Now

 

Marketing Automation is What Your Business Needs – Right Now

 

$25 billion! If you are not part of this spend chances are your competition is! An April 2018 report from global research agency Forrester concluded:

‘As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast … we expect global spending on marketing automation tools to surpass $25 billion by 2023, implying a 14% annual growth rate.’1

 

Personalisation, reactivity, relevance: words like these get thrown around a lot in marketing today. The reason: giants like Google, Facebook, YouTube and Amazon are changing what customers – including yours – are coming to expect from their daily digital experiences. Gone is the one-size-fits-all approach to marketing. In its place: relevance and reactivity – with a high degree of personalisation.

The Forrester report highlighted:

  1. Spending on marketing technology is increasing – 55% of global marketers planning to increase their expenditure on marketing technology in 2019.
  2. Personalisation enhances customer experience. More than that, it is now the norm:

‘Customers reward firms for personal, relevant, and value-added individualized experiences. As personalisation becomes the standard, consumers now expect this level of engagement across channels and digital touchpoints. Marketing automation technologies can help marketers scale their personalisation efforts.’

Slick, speedy, insightful and intelligent, top-tier marketing automation tools are remaking how marketers both reach and talk to their customers.

What is marketing automation exactly?

At base, marketing automation is a customer relationship management (CRM) solution that allows companies to run massive marketing campaigns with ease. No mess. No fuss. No unnecessary admin. More than that, marketing automation means companies can track and nurture leads at the touch of a button, sync customer information into a centralized hub and reach prospects in new, tailored, automated ways.   In a nutshell: gone are manual processes. Ditto for misaligned marketing and sales goals. In their place is a single solution that handles all elements of the marketing process, leaving marketers free to focus on the creative and relationship-based elements of their roles, not the admin burdens.

What can I do with a marketing automation tool?

It’s all about accuracy and ease. Marketing automation covers:

  • Social marketing
  • Landing page creation
  • Campaign management
  • Prediction and scoring
  • Lead management
  • Social marketing
  • Email marketing

More specifically, marketing automation is about:

  • Reaching out to prospects – With automated, customized messages across email, web, social media, and text.
  • Qualifying leads – Understanding where customers are in the purchase journey, and providing relevant information.
  • Suggesting the right products at the right time – By storing purchase histories, customer information and methods of contact, marketing automation means customers receive relevant suggestions – not the same old shot-in-the-dark product recommendations.
  • Information sharing between marketing and sales – By sharing insights gathered during the marketing process with sales teams, the entire organization becomes more reactive, responsive and attuned to customers’ needs.
  • Running multichannel marketing campaigns with ease – Marketing automation allows organisations to set up orchestrated email marketing, web landing pages, webinars, phone calls, events and more.
  • Leveraging the power of social media – More and more of our time is spent on social media channels. Marketing automation helps companies not only build up a robust social presence, but source new leads, and engage meaningfully with prospects.
  • Hand over sales-ready leads – Marketing automation allows companies to identify which leads are ready for sales engagement, with lead scoring and sales readiness grades.

Customer journeys are the sum of individual personalized experiences with a brand. With marketing automation, companies can tailor every interaction based on customer data to create resonant, seamless journeys through every brand touchpoint.

Upping the upside

The benefits of marketing automation are many, but here’s a snapshot:

  • The ability to both automate and streamline the segmentation process to find the right audiences rapidly and at scale.
  • Messaging and landing pages are tailored automatically using customer profiles.
  • Creating relevant and personalised experiences becomes possible, with a few simple clicks.

A great marketing automation tool’s other great feature is what it lets marketers know about campaign performance. Integrated analytics allows companies unprecedented insight into how their campaigns are performing. Meaning ROI is never murky, and the result of campaign spending is always crystal clear.

The sum-up

With marketing automation, companies can effectively and meaningfully connect with customers through their purchasing journey, no matter how far along they are, be it acquisition or advocacy.   Providing great, relevant content to customers in the way they prefer not only drives sales, but helps turn prospects to brand advocates.

Best of all, it’s automated. And happens in a snap.

Do you want to learn more about marketing automation? Read what our marketing automation solution offers you.

References 

1 https://go.forrester.com/blogs/global-marketing-automation-spending-will-reach-25-billion-by-2023/

Make this a reality!

Don’t miss more articles by The CRM Team

6 Ways Technology Can Supercharge Your Sales Process

6 Ways Technology Can Supercharge Your Sales Process Today’s marketplace is always on. And it’s always evolving. To keep up, leading-edge organisations are turning to technology. Why? Because technology drives market traction. Greater forecast accuracy, real-time...

Never lose a prospect? What lead nurturing can really deliver

Never lose a prospect? What lead nurturing can really deliver The sales and marketing funnel is all about conversion. Curious prospective buyers enter at the top and happy customers exit at the bottom. But what happens when your funnel looks more like a sieve? By...

How a CRM Solution Can Fix Your Sales Forecasts

    How a CRM Solution Can Fix Your Sales Forecasts Sweaty palms? Nervousness? Fingers hovering over the keyboard, afraid to commit to a single figure? Sales forecasting can rattle even the most seasoned sales director. When forecasting – for the month, quarter or...

Looking for more of the latest headlines?

Never lose a prospect? What lead nurturing can really deliver

Never lose a prospect? What lead nurturing can really deliver

Never lose a prospect? What lead nurturing can really deliver

The sales and marketing funnel is all about conversion. Curious prospective buyers enter at the top and happy customers exit at the bottom.

But what happens when your funnel looks more like a sieve?

By certain estimates, as many as 8 out of 10 marketing leads fail to convert. Other stats focus on buyers’ readiness. By some calculations, only half of the leads are ready to buy.

However, by simply implementing a few intelligent, tried-and-trusted tools and techniques, it’s possible to:

  • Convert more leads
  • Source higher-quality leads
  • Significantly shorten the sales cycle
  • Boost revenue

Which is exactly what today’s leading companies are doing with nurture campaigns.

 

From generic to genius

It’s the age of the individual. Today’s customers won’t settle for generic content and messaging. They want to be met on their own terms. They want to know their custom is valued. They want to be treated as an individual. To have their unique tastes and preferences catered to.

More than this, they want to feel that the company whose products or services they’re buying is engaged and aware of how they want to be treated.

It’s a reciprocal relationship. And it’s the foundation of long-term business and repeat customers.  

Building that kind of relationship takes time. It involves creating awareness. It centres on emphasising knowledge and expertise. It hinges on openness to answering questions and dispelling lingering doubts. Finally, it’s about onboarding new, quality customers likely to buy again and again.

 

Why you need to nurture – hint: it’s about connection

Every day, each of us is swamped with messages from companies trying to catch our attention.

Hey you, buy this!

What about you, sir? Madam? Look at this amazing product!

How can you imagine life without Product X? Product X will change everything!

What happens when we’re exposed to something over and over? Our brains begin to screen it out, so we can focus on other (more important) things.

Think about the way you stop noticing the background noise in a restaurant, so you can listen to the conversation at your own table. Or the way you forget about your breathing – until someone reminds you about it, that is.

Here’s the thing: every day, consumers are subject to the same marketing background noise. And after a while, it’s all the same, over and over, so people just filter it out.

 

From Noise to ‘Notice Me!’

Is there a way to craft a message that’s listened to? To be the single voice customers hear above the marketing noise?

The answer simple. Yes.

How?

  1. Have a great product or service
  2. Connect meaningfully – and personally – with prospects.

Enter the nurture campaign.

It’s a journey, not a pit stop

Unlike regular, once-off marketing campaigns, nurture campaigns are repeated exposures to your company and its products/services.

From establishing thought leadership to introducing positioning, the aim of a nurture campaign is to help a prospect evolve from an explorer or discoverer of company and its capabilities to a decider and finally – a buyer.

The best lead nurturing campaigns ensure that as many qualified prospects as possible end up as buyers.

How? By keeping prospective customers interested and engaged. By avoiding information overload. By making sure marketing messages are highly personalised – tailored not only to who the prospect is, but where they are in their buying journey.

 

How the right CRM system helps companies build amazing nurture campaigns

It all starts with prospecting and the lead. From there, it’s about qualifying and – when a buyer begins to get warm – accelerating their journey. Email and content marketing are the cornerstones, but keeping it personal is the key. Moreover, focusing efforts where they’ll yield the most returns – with intelligent lead scoring – is what it’s all about. Then there’s getting the timing just perfect – approaching prospects at a time that they’re most receptive.

The key to unlocking these capabilities is using the right technology. Managing an effective lead nurturing programme – on a massive scale – requires the right data and the right systems. Automation is critical. As is intelligence.

Dynamics 365 delivers all this and more. Find about more by seeing how our marketing solutions enable incredible, personalised lead nurturing.

Don’t miss more articles by The CRM Team

Omni-channel vs Multi-channel. Is there a difference?

Omni-channel vs Mutli-channel. Is there a difference? The words multi-channel and omni-channel are often used interchangeably by experts and consultants alike, but is there a difference? We believe there is.   Multi-channel refers to the fact that organisations...

Better service from a bot? How A.I. is remaking customer service

Better service from a bot? How A.I. is remaking customer service For years, the human touch was considered the cornerstone of great customer service. Friendliness, a helpful attitude – it’s easy to imagine. But can machines augment this and help make customers even...

Marketing Automation is What Your Business Needs, Right Now

    Marketing Automation is What Your Business Needs - Right Now   $25 billion! If you are not part of this spend chances are your competition is! An April 2018 report from global research agency Forrester concluded: ‘As digital marketing complexity...

Looking for more of the latest headlines?

What’s new in Dynamics 365 for Marketing

What’s new in Dynamics 365 for Marketing

What’s new in Dynamics 365 for Marketing

Dynamics 365 for Marketing is a leading marketing-automation application that is part of the Microsoft’s Dynamics 365 platform of business apps. It delivers comprehensive capabilities for creating and running multi-channel campaigns. The application includes event management, lead management, embedded intelligence for segment targeting, lead scoring, and interactions insights. Being built on the same platform as Dynamics 365 for Sales, your marketing and sales teams can share common information and business processes to help them collaborate closely throughout the sales cycle. Here’s what’s new in the upcoming 2018 Spring release:
  1. Multi-channel campaigns
Create automated multichannel campaigns using the customer journey designer. Each journey establishes a target market segment and can then deliver automated communications, make automated decisions, generate internal tasks, deliver follow-up communications and respond to customer interactions. Run high-volume email campaigns to deliver personalized messages that look great on all platforms and screen sizes. Judge the effectiveness of emailing campaigns with detailed counts of opens, clicks, forwards, etc. Use the embedded segmentation engine to set up sophisticated, dynamic marketing segments that perfectly target your campaigns. The engine queries against a high-volume database that uses your collected behavioural, demographic, and firmographic data to find targeted prospects. 2. Rich content creation Create modern online content, including visually rich email messages, landing pages, and forms using intuitive, graphical digital content designers. You can get to work quickly by starting with professionally designed templates, which can easily be customized and saved to help reinforce brand identity and build brand awareness. 3. A new event management module The Marketing application features comprehensive event management, which helps you plan, execute, promote, and follow-up on webinars and in-person events. Start your planning by modeling your venue, booking speakers, collecting sponsors, and setting up your event schedule. Then publish your event details directly to an event portal, where attendees can read about the event, view speaker bios, register online, and build their session schedule. Finally, set up a customer journey to promote the event, collect registrations, and follow up with attendees.  4. Improved Lead management Use landing pages to invite contacts to register with your organization and generate leads based on those submissions. An automated, rule-based lead scoring engine helps identify your hottest leads as they interact with your marketing activities. The engine can then automatically forward sales-ready leads to salespeople when they reach a defined score threshold. Run lead-generation campaigns on LinkedIn and import those leads directly into Dynamics 365 for follow-up, nurturing, and qualification. Dynamics 365 business apps share the same platform, making it possible to share data and collaborate with sales, marketing, customer service, and other business groups. 5. Embedded marketing insights The system continuously collects customer-interaction data, keeps records of marketing activities, and holds financial details. You can view targeted analytical dashboards right in the app and explore detailed interaction records for any email, landing page, or customer journey. Generate detailed analytics with pre-made widget-based reports. Gain qualitative insights, improve decision-making, and maximize your return on marketing investment (ROMI). Dynamics 365 for Marketing is an intelligent marketing application that will help you turn your prospects into customers. As well these features, it comes with a Microsoft Social Engagement, an application to monitor and interact with social posts and Voice of the Customer, an enterprise level customer survey tool. Want to get more information around what a sales solution could do for you? Check out our solution’s page.

Don’t miss more articles by The CRM Team

6 Ways Technology Can Supercharge Your Sales Process

6 Ways Technology Can Supercharge Your Sales Process Today’s marketplace is always on. And it’s always evolving. To keep up, leading-edge organisations are turning to technology. Why? Because technology drives market traction. Greater forecast accuracy, real-time...

Never lose a prospect? What lead nurturing can really deliver

Never lose a prospect? What lead nurturing can really deliver The sales and marketing funnel is all about conversion. Curious prospective buyers enter at the top and happy customers exit at the bottom. But what happens when your funnel looks more like a sieve? By...

How a CRM Solution Can Fix Your Sales Forecasts

    How a CRM Solution Can Fix Your Sales Forecasts Sweaty palms? Nervousness? Fingers hovering over the keyboard, afraid to commit to a single figure? Sales forecasting can rattle even the most seasoned sales director. When forecasting – for the month, quarter or...

Looking for more of the latest headlines?

Increasing your marketing effectiveness with ClickDimensions & Microsoft Dynamics 365

Increasing your marketing effectiveness with ClickDimensions & Microsoft Dynamics 365

Increasing your marketing effectiveness with ClickDimensions & Microsoft Dynamics 365

Increasing your marketing effectiveness
If you have Microsoft Dynamics 365, you’re probably using the marketing area to automate many of your marketing tasks. But you may get to a point where you need greater functionality. We recommend adding in ClickDimensions. ClickDimensions is an award-winning marketing product that runs inside Dynamics 365. It’s not a separate program, but lives inside it, so you don’t have to learn a new system.

We love it. And you’ll see many of our packages come with ClickDimensions bundled in.

We’ll outline the marketing benefits of Dynamics 365, followed by the extra ClickDimensions brings.

Dynamics 365 Marketing area

The marketing area within Dynamics 365 gives you the following benefits:

1. Speed up campaign creation. With accounts, contacts and leads all stored in Dynamics 365, it’s simple to create target lists for your campaign. Just chose the inclusion criteria and draw the records automatically from Dynamics 365. Lists can be static, or dynamic. If you chose a dynamic list, when information is updated inside Dynamics 365, your list will get updated also.

2. Easily co-ordinate team activity. Once you have planned your campaign, tasks can be allocated to team members. You can even require certain tasks get sign off within Dynamics 365 for Marketing before the next stage can be carried out. Campaigns can use a variety of distribution methods.

3. Track campaign effectiveness. Once campaigns are sent out, reports can be generated on status and progress. Because the campaign is tracked within Dynamics 365, the return on marketing investment can be calculated. Accurate insight can be gained into which deals resulted from which campaigns.

4. Hear what people are saying about your campaign. If you have ten or more users on Dynamics 365, you’ll have free access to the social engagement module. This is a powerful way to view what is being said across social media channels about your campaign (or even just your business).

 

ClickDimensions Email Marketing and Marketing Automation for Dynamics 365 empowers marketers to generate and qualify high quality leads while providing sales the ability to prioritize the best leads and opportunities. Providing email marketing, web intelligence, lead scoring, social discovery, web forms, surveys, landing pages, nurture marketing, subscription management, campaign tracking and more, ClickDimensions allows organizations to discover who is interested in their products, quantify their level of interest and take the appropriate actions.

Adding in ClickDimensions gives all the benefits above, but in addition you’ll be able to…

1. Discover where your sales are coming from. ClickDimensions gives you detailed web analytics. Unlike other web analytics tools, ClickDimensions traces individual activity separately. Once a person identifies themselves, through filling in a form, downloading an article etc., ClickDimensions then allocates all their previous anonymous activity to the new Dynamics 365 record. Coupled with Dynamics 365, this means that every sale can be traced back to how they first made contact with you: which web page they first went to, whether they came via Facebook, Twitter etc. Consequently, you get detailed insight on what works, and what doesn’t. While you can work out your campaign Return on Marketing Investment (ROMI) with Dynamics 365, ClickDimensions broadens this to allowing you to calculate your ROMI for all your marketing activity.

2. Send personalized communication that really converts.

Animation demonstrating ClickDimension's drag and drop email designer.
Like many programs, ClickDimensions allows you to create beautiful emails effortlessly. Simply drag and drop content into preformed templates and autofill details from lists in Dynamics 365. Once you send out the campaign ClickDimensions tracks which sections of the email was viewed the most, presenting you with a heat map at the end of the campaign. As you learn which parts of the mailer people interact with most, you can continually improve the design to improve the interaction and click through rate. You can also do A/B testing during a campaign, and send the design that wins to the rest of your campaign list. ClickDimensions also allows you to send personalized SMSes in bulk, which people can reply to.
3. Never miss an opportunity to capture a prospect’s info. ClickDimensions allows you to rapidly create forms, automatic responders and landing page scripts so that your visitors have multiple opportunities to identify themselves. You don’t even need to know any HTML. All this information is automatically stored inside Dynamics 365, so you’ll never lose track of it.

4. Nurture leads until they are ready to buy.

Animation demonstrating ClickDimension's nurture campaign creation module
After a lead makes contact, easily automate a follow up process. Set up multiple steps that activate according to certain criteria being met. This could involve sending an email newsletter, arranging a call, or sending certain product information. Form multiple options that react to what the lead does. Workflows and lists within Dynamics 365 will adjust automatically as the program progresses, and your lead should be feeling engaged with.

5. Never hand over dud leads again. ClickDimensions has an automatic lead scoring system that places leads in order of priority.  You can customize the scoring according to your specific criteria and then create thresholds that must be met before handing over a lead to sales. These can be tested and adjusted until you are confident that a lead with a certain score is of enough quality for sales to follow up with.

6. Understand your prospects better. Draw publicly available data from your prospects’ FB pages, Twitter accounts, YouTube, Flickr etc. into Dynamics 365. ClickDimensions will present the data next to the record, giving you a fuller understanding of your prospects.

7. Capture event information within Dynamics 365. ClickDimensions integrates with many of the popular event management tools (WebEx, Eventbrite, GoToWebinar etc.) This information will be brought into Dynamics 365 so that people who attend can be tracked, like any other prospect or lead.

8. Use surveys to engage more with your prospects. Surveys can be created and emailed to leads, accounts, and contacts to get valuable feedback. All responses are automatically stored in the account record in Dynamics 365.

If you want to find out more watch this brief overview:

Want to add ClickDimensions into your current Dynamics 365?

If you already have Dynamics 365 for Marketing, ClickDimensions is extremely quick to deploy. Fill in your details below to see what this could look like. We’ll get in contact to arrange a demonstration.

 

Don’t miss more articles by The CRM Team

 

6 Ways Technology Can Supercharge Your Sales Process

6 Ways Technology Can Supercharge Your Sales Process Today’s marketplace is always on. And it’s always evolving. To keep up, leading-edge organisations are turning to technology. Why? Because technology drives market traction. Greater forecast accuracy, real-time...

Never lose a prospect? What lead nurturing can really deliver

Never lose a prospect? What lead nurturing can really deliver The sales and marketing funnel is all about conversion. Curious prospective buyers enter at the top and happy customers exit at the bottom. But what happens when your funnel looks more like a sieve? By...

How a CRM Solution Can Fix Your Sales Forecasts

    How a CRM Solution Can Fix Your Sales Forecasts Sweaty palms? Nervousness? Fingers hovering over the keyboard, afraid to commit to a single figure? Sales forecasting can rattle even the most seasoned sales director. When forecasting – for the month, quarter or...

Looking for more of the latest headlines?