Whether you’ve been using marketing automation for years or just getting started, you have to be on the lookout for creative ways to maximize its potential for lead generation. In this article published by Entrepreneur.com, several hacks are outlined to help you get the most out of marketing automation technology. Small business and large enterprise alike can benefit from these tactics.
1. Create sequences of hyper-targeted content.
Essentially, you’ll use the information you gather about leads to tailor your offer to their unique pain points, triggers and needs. Think about it as if you were having a one-on-one conversation with them.
As an example, here’s how Wishpond segments its content automation:
Its team goes even deeper with the workflow:
2. Gain behavior insight with alerts.
It’s difficult to figure out how to properly work the new leads you gain. That’s why many of the top marketing automation software have a feature called Alerts. Some things that you can receive an email alert about include:
- When a new lead is assigned to a rep.
- Activity alerts when a lead lands on your site.
- If a lead requests a demo or trial.
- When a lead watches a video marketing piece on your site.
- When leads attend webinars or virtual events.
A few well-placed alerts can hack your sales process and give your team an advantage.
3. Go viral with automated incentives.
If I asked 100 entrepreneurs the following question, I’d guess that all 100 of them would give me an emphatic yes:
“Would you like to reduce your cost per acquisition?”
It can happen through automated incentives. This kind of marketing automation hack is exactly what Dropbox used to increase signups by 60 percent.
4. Remove yourself from the sales cycle.
What if you could completely remove the element of human error from the sales process?
Certainly, that’d be an amazing feat. But while it’s not 100 percent possible, you can use sales automation to systemize and automate the sales process. A few ideas include:
- Setting up dynamic email workflows to interact with customers.
- Automating your follow-up process.
- Using intelligence to make a more efficient sales pitch.
5. Send a drip campaign after each purchase.
In the business-to-business marketing world, it’s all about engagement and education. You want to keep people interested in your service long after they made the purchase. This continuous education cycle makes you a valuable partner.
Use post-purchase drip campaigns to keep the conversation going. It could be a simple weekly newsletter about industry developments or an in-depth course for getting the most out of their purchase from you.
6. Automate content marketing with a user-generated system.
If you’re invested in long-term user acquisition, invest in content marketing. And once you build up a large enough audience, consider hacking the process by experimenting with an automated user generated content system (UGC).
One of my favorite B2B examples comes from Moz with its YouMoz blog.
7. Restart the nurturing process with inactive leads.
You won’t close every lead that makes it through the sales process. At any given time, a lead may become inactive due to lack of engagement or lost interest.
Teach salespeople to move inactive leads into a re-engagement campaign. These initiatives work to revitalize interest in your company’s offerings through a new lead nurturing campaign. Sometimes it’s the best — and only — way to get the sales process back on track.
For the rest of the hacks, please visit the article on Entrepreneur.com.