Does your marketing team still spend a lot of time sending emails and interacting with leads manually?
Does your sales team have difficulty addressing leads because they do not know what stage of the buying journey they are at?
These problems are very common in all types of companies and can be solved with the implementation of marketing and sales automation.
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What is marketing and sales automation?
Table of Contents
Marketing and sales automation refers to softwares that have the ability to automate the marketing actions of a company in an effective and organized way.
However, the implementation of a marketing automation program does not mean that it is the substitution of a good marketing team, since its function is precisely to optimize the team’s work.
Therefore, having a good marketing strategy is essential. What automation can do there is find a way to make those processes more agile compared to what can be done manually.
Your company develops an E-mail Marketing campaign for your contact base and customer conversion.
Through the software it is possible to automate this work by sending emails to each contact in a single shot, in addition to being able to work on a flow of nutrition, which increases the engagement of these people with your brand.
That is, having only the software and knowing how to use it well is not enough, but also having a good marketing strategy with objectives and goals is essential to achieve success.
For this, the marketing automation program has several functionalities that are not limited only to email marketing and social networks, but also integrate digital marketing as a whole.
As for social networks, and depending on your audience, your company needs to be present in several of them, in addition to having a constant frequency of publications and measuring the results of actions on those channels.
Instead of going into one-by-one analysis, you can use an automation tool to schedule posts on more than one network at the same time and go into reports that show each other’s performance.
On the side of e-mail marketing actions, for example, it often requires knowledge of HTML and codes that can be complicated to configure. Hence the importance of automation.
To generate leads through the delivery of an e-book, it is essential to have software of this type to create a landing page in which the e-book is available so that people can download it after filling out a form and, thus, become leads of your company.
From there, the actions taken with those leads is that they will determine the possibilities of converting into clients.
One of the first steps is to make a flow of nutrition so that it sends emails with advice and later, offers from your company.
By the sales and marketing automation tool, that work can be done automatically, without the need to have a dedicated person send those emails manually.
It is also possible to monitor the level of engagement of each one of these leads before passing them on to the sales team whose purpose is to convert them into customers.
Why invest in marketing and sales automation?
Now that you know what marketing and sales automation is, it’s time to understand why you need that in your company.
The first reason is commercial; Marketing automation can help you sell more. It is common for companies to lose bandages in situations such as:
Seller: Hello! How are you? I saw you download our e-book on tips for e-commerce. How about acquiring our platform now?
Lead: No thanks.
Many sellers, with certainty, have already gone through situations like this, not because their approaches were wrong, but they were inappropriate, since that lead was not yet at the time of buying.
If this lead downloaded an e-book on tips for e-commerce, it is because they are certainly interested in knowing more about it, that is, they are not in the middle stage of the funnel .
The seller should only offer the product when that lead is at the bottom of the funnel and one way to get there is through Email Marketing nutrition provided by the automation tool.
On the other hand, more prepared leads can generate higher sales.
In the end, imagine that lead in the example, who downloaded the e-book and knows nothing about e-commerce, but becomes more knowledgeable thanks to the advice he begins to receive by e-mail.
That lead will be more apt to buy a more complete product or service, because it will understand you better than the one that is based on the knowledge base and that does not know about all the benefits that solution can provide.
In addition to increasing the budget through sales, another advantage of marketing automation is lowering the Cost of Customer Acquisition (CAC).
One of those reasons is that there is less recurring work for the marketing team, since the preparation of leads for the sales team happens to be done automatically. That lessens the need for more and more marketing members dedicated to making that relationship manually.
Therefore, sellers receive more prepared leads and can take fewer steps during contacts to make a sale. That makes the sales cycle shorter and the sales team more productive.
Once the tool does that good job, marketers can see which are the best leads to connect to.
How to do marketing and sales automation?
Doing marketing automation can vary from company to company, so we summarize here the four points that any segment can follow to be successful.
The first step is to create an accompanying dashboard.
In other words, a checklist of the tasks necessary to build the automation and support content flows.
As in any marketing planning, it must be based on objectives and the actions necessary to achieve them.
For example: if your objective is to nurture your entire lead base, the tasks to be elaborated will need to involve the creation of people , map the content, conversion points, among others.
On the other hand, identifying the conversion points is the second step to take.
Here the objective is to map the points capable of making a lead reach your company.
The most used are landing pages and their forms that can make people become a lead of the company.
And that is not done just by delivering an e-book, but by registering a webinar, downloading spreadsheets, and even even creating a newsletter, which in this case is a cold lead.
The third step is to list all the content you have
– Both articles and e-books, infographics, etc. – according to the purchase day of your person. For this, we must remember that this is divided by:
- Top of the funnel: stage in which the person discovers that they have a problem.
- Funnel Medium: In this phase, the person seeks advice that can help them solve that problem.
- Funnel background: here you can find out who offers the definitive solution to this problem.
Thus, when a person is interacting more with the contents that are at the top of the funnel, it is a sign that they are still dealing with a problem and, in case they become a lead, the seller will need to address them to the point of understanding which ones they are his biggest ailments.
The one in the middle of the funnel will read more articles, download more materials that have tips to solve the problem. In this way, the seller’s approach to such a lead can have another solution, that is, it can point to solutions that your product has (but not yet offer it, since that should only be done when the lead is at the bottom of the funnel ).
Finally, the fourth step refers to defining how the nutrition of the leads will be done.
The nutrition flow consists of sending a sequence of e-mails with content related to the materials that the lead has downloaded or entered in the last days.
Therefore, it is not enough to send any content, it is necessary to segment the leads into groups and send different e-mails to each one so that they can provide more engagement and interest when it comes time to talk to the seller.
For this, you can use the Autoresponder, that is, sending emails in a predetermined sequence or the marketing automation itself that can cause the lead to receive different content according to the actions it takes.
For example: the lead may receive an email with digital marketing advice, a link to learn more about SEO, and another to learn more about Media Payments.
Depending on the click that the lead makes, this may fall on the list of those interested in SEO or in Half Payments, that information is pertinent so that the sales team knows what to offer.
Marketing and sales automation tools
To ensure that marketing automation actions generate good results, it is necessary to choose the tool that best serves your company. We separated 3 that serve the various segments very well.
HubSpot is the North American company that created the concept of Inbound Marketing , through it you can create landing pages, CTAs , lead nutrition, social media management, email marketing campaigns, etc.
Developed by the Brazilian company Results Digitais, RD Station allows the management of leads according to the sales funnel, and can also create efficient landing pages quickly.
MailChimp is specialized in the management of E-mail Marketing campaigns with which it is possible to do A / B tests, administration of the contact base and schedule the sending of e-mails.
Now that you know what a marketing and sales automation tool is and how it can make your leads more prepared to talk to a salesperson, the next step is to know the techniques to turn them into customers!