CRM & Marketing Automation Management
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What is marketing automation?
Our clients and customers commonly confuse marketing automation softwares with email marketing softwares, so let's settle it, here and now, what is marketing automation and why should you be using it for your business?
Fresh, new ideas & bold strategies for your Sales & Marketing Automation
Everybody is talking about automation – but not many are doing it and doing it well. That’s because sales and marketing automation is about so much more than just flooding your contact list with email after email.
If you’re looking to take your market by storm by deploying sales and marketing automation, the first thing you need to make sure of is that you are adding value to your prospects and customers. That means, creating quality content and automating it to be delivered at exactly the right moment. By doing so, you will simultaneously position yourself as the authority in your niche or industry and gain the trust of your audience through offering free insights and education. Most importantly, you will stay present during their buyer journey, or even better, nurture them through their journey exactly the way you want them to be.
Achieving this comes down to your strategy and your process. This will be vastly different for each and every business, taking into account your sales process, decision-making timeframe and your sales and marketing capabilities. The one thing that remains constant, however, is the critical nature of getting your marketing automation right from the outset.
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CRM & Marketing Automation
Marketing Automation and CRM systems allow you to leverage the following feature sets, so you can automate the growth of your business and predictably scale.
and much, much more!!
Frequently Asked Questions
What are the main features of marketing automation?
Marketing automation is the production line that links your strategy together and simplifies your process. The best way to describe the main features is through an example:
A potential customer searches one of your products and visits your website (SEO). They view your page on ‘marketing automation’ – but don’t sign up. Advertisements follow them on social media (retargeting), until they click one and find your landing page about a free eBook you’re offering and fill in their details (content).
You send an automated email to them with your eBook (email), before getting your sales team to give them a call (sales). If they’re not interested in anything more than the eBook at this stage, you could automatically schedule a follow-up call or email, or you could wait and only schedule something if they come back to your site. The sky’s the limit.
Which tools are the most essential in delivering effective marketing automation?
Iwise uses a variety of tools to drive automation services. Our main one is HubSpot marketing, but we also can use Mautic, Pardot, Acoustic and many market leaders.
Ultimately, the best way to deliver effective marketing automation is by choosing one platform (or a few tools that integrate well together) and using it exclusively. The more data you’re able to drive to HubSpot, Active Campaign or any other tool, the better your automation will work.
Want to prioritise which leads to call first? Want to show social media ads of the shoes your visitor was just looking at? Want to send emails that are relevant to what your customers are interested in? Whatever part of the process you want to automate, by feeding your CRM as much data as possible, all of these things and more will quickly become possible.
Where does automation sit amongst your whole digital marketing strategy?
Marketing automation is not a separate entity. It’s the glue that holds your digital marketing strategy together. Consider it in the same way as the machine that moves your product through the steps in your assembly line. While you could make the product manually, it’s a lot smoother to have an automated process in place. The same can be said for your digital marketing strategy. Automation frees up your team’s time, allowing them to focus on other important tasks (like helping your customers).
It’s important to note that while automation can work with just one or two services, such as email marketing and Google Ads, it’s ideal if it’s implemented with an omni-channel experience in mind. This ensures you’re capturing as much information as possible and targeting your prospective customers at all stages of your sales funnel, no matter where on the web they happen to be.
What is an inbound marketing campaign?
Attract. Engage. Delight. That was the original concept behind inbound marketing, and if you’re doing it right, not much has changed. It’s a strategy that focuses heavily on attracting customers through relevant and helpful content. This leads to customers seeking out your company, rather than the other way around.
It all sounds a bit “build it and they will come”, but we promise you there’s more to it than that. The content has to be useful, after all. And it shouldn’t be purely hosted on your website. You need to optimise for keywords, share on social media and even guest blog on other websites to successfully pull off an inbound marketing campaign.
Marketing automation can help with this process. Once your content is developed, you can build landing pages to capture customer details, schedule social media posts, automate emails and more. The possibilities are endless.
Can SMBs also use marketing automation?
Yes! Marketing automation is not just for large enterprise companies. Whether you’re a small gardening business or a large landscaping corporation, automation can help deliver leads more effectively and ensure your business continues to grow.
The best part about marketing automation for SMBs is it means less time spent actually doing marketing. Some small companies don’t have the time to waste. While Impressive can handle the majority for you, contacting your leads is still up to you!
But with marketing automation, we can set up a framework that suits your business model and overall marketing strategy. You’ll see leads roll in, and you won’t need to waste any time chasing them with follow-up emails or retargeting – our automation strategy can handle that for you.
Once everything is in place, it’s simply a matter of our team reviewing, reporting and tweaking to ensure everything continues to flow and bring you business.
How do you develop good leads with marketing automation?
Data, data, data.
We keep using this word, we know. But it’s the truth. The more information you have about your customers and prospects, the better automation will work. When you work with our agency, we’ll ensure we create forms that encourage visitors to provide as much information as possible. This will then be compiled in your CRM and categorised depending on any rules you have in place.
From there, we can qualify your data depending on your business model and goals. This will depend on whether you’re a B2B business targeting other companies, or you’re chasing consumers. It’ll also depend on whether you’re selling products or services. Once we have the information we need, we’ll utilise this to start sending automated emails, planning social media campaigns and a myriad of other services that align with your overall business strategy.