The sales team, for obvious reasons, wary of marketing automation . We do not want to annoy customers with sending letters too often and at the same time we don’t want to lose valuable leads by sending them sample letters that do not carry any benefits. But at the same time we do not want to miss potential customers.
So, let’s see how sales professionals can use marketing automation services in their daily work not just to reduce workload and increase efficiency, but also to gain noticeable advantages over competitors.
Give a chance to automate marketing.
According to Forester Research statistics, 78% of sales teams described marketing automation platforms as the main tools for increasing profits. Marketing automation is the key to success in modern companies, so do not lose hope and patience if your efforts do not bring results at the same moment.
Keep the automation platform at the center of your profit-generating initiatives, and after a while this tactic will bear fruit.
Make customer profiles work for you.
I am an ardent supporter of creating customer profiles, because it teaches us to think about customer problems, and not about the solutions we sell.
When creating profiles, we take data collected from clients and use them to build a portrait of our clients – what do they like, what do not like, what goal do they pursue, interacting with us?
When the client profile is ready, you can load this data into the automation platform and allow automated processes to do the work for you.
According to a study published in the blog of Adobe‘s marketing director, targeted advertisements and sales contacts are 200% more efficient than regular ones. Work out customer profiles, try to understand their needs and goals, and the rest will be taken care of automation.
The success of sales depends on the perseverance shown, on the desire to try new approaches in an effort to achieve conversion. Marketing automation pursues the same philosophy of perseverance and a positive and positive attitude, while eliminating the need for manual interaction with each lead.
I recommend starting the automated process of nurturing (“warming up”) leads and setting up regular mailings at intervals of 1, 2 and 3 months.
These actions are easy to automate, so that your company will not miss the profit from potential customers, which could be converted into buyers, but eluded you.
What is the main reason why you turned to marketing automation? It is possible to save time, reduce workload and devote working time to other tasks.
Given this, sales professionals who use marketing automation systems must be prepared for losses. And we must do everything possible to minimize them. Even if you are working to increase conversion, sales, and profit in the long run with automation, you nullify prospects if you do not reduce losses.
Check the effectiveness of the procedures. Are there procedures in your sales department that are ineffective and not worth the money spent and effort? Make sure that the conversion takes place without loss of time, effort, or (God forbid!) Money.
Carefully select automation objects.
We cannot automate everything. If we could do this, then the management of the company would look like this: in the morning you wake up, press a button and go to bed. You know, we would figure out how to automate this movement too!
In reality, effective sales automation requires a balance of organic, lively human interaction and automated processes.
There are many functions of the sales department that could be automated and used for profit, but instead they are performed manually. This includes comparing and collecting data from disparate reports (most quality automation platforms can do this) or sending leads and potential customers to various specialists. You pay for your marketing automation system, so ensure its effective use.
Think over the letter templates.
I have already mentioned that effective automation requires a balanced approach.Lida are more likely to respond to emails that come from a living person, and ignore messages from bots and other automatic mailings.
If your automation system sends emails with a “Dear!” Appeal, you are unlikely to have many conversions. The solution is very simple. Create email templates for as many situations as possible and upload them to the system.
Recall all the cases when you regularly refer to clients — follow-up letters, letters of thanks, letters with promotions — and adapt the text to each of these cases .
Every time when the sales team launches a mailing list, you need to try to optimize them to the needs and interests of customers. It will take a little extra time to optimize the sales or content specialists, but this work will pay off and allow you to achieve your goals.
Enter a potential customer evaluation system.
Some leads are more valuable to your company than others. Unfortunately, your automation platform is not able to understand it itself, unless you use an advanced platform based on a prototype of artificial intelligence from NASA.
What to do? Teach the system. Enter the parameters and indicators on the basis of which the system will determine the customers who will bring the most benefit during their life cycle . This can be achieved using a rating system. Analyze customers, their goals, think about what products or services they need to achieve them. In accordance with this, assign them certain points .
Efficient and thought-out automation is more than just a tool. When used properly, it makes a revolution in sales culture. Of course, it should make life easier for you and your team, but beyond that, if used effectively, it should bring profit to your company.
Follow these tips, and you will certainly overtake success!