Below are four things to know when leveraging marketing automation to fill your sales funnel.
1. Know Your Web Solution
Are you using your marketing automation platform to its fullest potential? Most marketers feel that they aren’t. Ensure that the web solution functionality offered fits what you’re trying to accomplish. Sit in on tutorials and do some digging to ensure your web solutions will support your goals. For instance, if you want prospects to be able to self-select deeper into the sales funnel but your web solution doesn’t support that, it may be time to research alternative web solution for your business.
2. Integrate With Web Solutions For Better Customer Intelligence
Integrating your CRM and marketing automation system using a web solution for your business can have a direct positive impact on ROI, as it enables your business to more accurately report performance metrics to create a successful foundation. The integration using a web solution allows sales teams to have a complete picture of how your prospects have engaged with your brand – from pages viewed to white papers downloaded.
Marketers can find a great deal of benefit from having this kind of up-to-date information about prospects that can result in an even better customer experience later on down the line.
3. Segment By Persona
A Web solution must provide list segmentation in your business. List segmentation remains one of the best ways to cater to prospects throughout the sales funnel. By breaking down your audience into specific personas, marketers can characterize the important topics, questions, and needs of each group and cater messaging to provide them specific value.
A web solution should be able to help you segment by Persona. Knowing the breakdown of personas in your email list allows you to evaluate the balance of your content – blog posts, white papers, and other resources – in order to provide the right piece at the right time to the right prospect.
4. Hone The Tone
Make your web solution customer / prospect specific for eg: How do your prospects want to be addressed? Do they want to laugh? Do they want to be challenged to think or ponder? Will they respond to a personal tone or do they want formality?
With full inboxes and little time to peruse emails, you will catch your prospects’ attention much more quickly with a distinctive tone and consistent messaging strategy that fits your target audience.
Your emails don’t have to be run-of-the-mill, sent out with the hope that someone will land in the sales funnel as a result. Set up a persona-focused strategy leveraging your current content and integrated with your CRM for an experience that puts the prospect first. Care about your prospects’ journey, make it a valuable one, and let them navigate their way to your final destination. They’ll get there – and the ones that do will be worth the effort.
