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How can marketing automation benefit your business?
Marketing automation generates more leads, drives sales and proves ROI.
It will help optimize each phase of your marketing funnel. At the top, you will capture more leads with VistorID and dynamic forms. In the middle, lead tracking, lead scoring and sales notifications will enable sales teams to close more deals. At the bottom, closed deals (won and lost) are analyzed to eliminate waste and identify successful tactics – allowing you to drive more leads with the same marketing dollars.
How does this differ from an email service provider?
MailChimp is an email service provider (ESP) – other popular ESPs include; ConstantContact, Vertical Response and iContact. ESPs are extremely limited in functionality and analytics. An ESP will send an email and tell you how many people opened and clicked through the link. On the other hand, marketing automation will send emails then track where contacts traveled through the website, score this behaviour and automatically send follow-up emails based on activity. Just as important, marketing automation can notify salespeople of a leads behaviour and interests, so they have the knowledge to turn the lead into a sale. Finally, marketing automation will produce analytics for every step through the sales funnel, allowing the savvy marketer to optimize the entire process.
It’s important to understand the difference between marketing automation and Email Service Providers (ESP) like MailChimp or Constant Contact. This list of features will help you clearly understand the value of marketing automation and the limitations of an ESP.
How does this apply to your business?
In nearly all cases, the high revenue per sales transaction (RPU) of the typical B2B company justifies the relatively small spend on marketing automation. Every sale is worth thousands, and every lead is worth hundreds of dollars. Typical B2B companies spend hundreds of thousands, or millions, of dollars on sales, salaries, and lead generation activities. Therefore, it is extremely important to identify every lead and convert each of these leads into sales at the highest rates possible.
Marketing automation drives more qualified leads and collects valuable sales intelligence to improve closing rates. These efficiencies are incredibly valuable to your B2B clients.
Triple Your Leads via VisitorID
For B2B companies, the Visitor ID feature can double or triple the number of leads generated by all of your other marketing efforts. How? Less than 3 percent of visitors fill out a form. That means that 97% of the traffic being generated from PPC campaigns, search engine optimization (SEO) and other digital marketing can be considered wasteful. VisitorID will identify many of these “anonymous” visitors, tell sales people what they are interested in and provide contact information such as email and phone numbers. In many situations, Visitor ID can double or triple the average conversion of a website.
The benefits of marketing automation for B2C companies can be equally impressive.
The ability to segment customers and automate near one-on-one communication will drive more sales. While all the analytics captured will help eliminate waste, refine messaging and prove ROI.
Customer Segmentation via Dynamic Lists
Dynamic lists are a great way to illustrate the power of marketing automation. For instance, a tshirt company selling coloured shirts. You send out an email with five links for five coloured shirts. The contacts will click through to the colour shirt they are interested in. As this happens, a dynamic list will populate and inform the t-shirt company which shirt colour the contacts like. The dynamic lists then allow you to send specific messaging geared towards the contacts’ interests – in this example the colour of the shirt. SharpSpring’s lead scoring will quantify the engagement of this communication and notify your client’s sales team when a hot lead is ready for a purchase.
*RPU – revenue per unit
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Powerful Marketing Automation for Your Business.