Five Ways to Use Marketing Automation for Your Acquisition Strategy

Using Marketing Automation in your customer acquisition strategy.

Recruiting new customers is a challenge for any business. With Marketing Automation, it can be far easier.

To the vast majority of large businesses, marketing automation is nothing new, with 69% of the top performing B2B businesses having integrated it into their marketing strategy. When it comes to customer acquisition, marketing automation helps to streamline what can otherwise be a difficult, expensive and time consuming process. Without it, successful management of large customer bases can quickly become a near impossible task.

How can it help?

Marketing automation is not just for large organisations, many small and medium sized businesses are now adopting this approach to streamline their sales and marketing activities. Here’s five reasons why.

  1. Prioritise and categorise leads

Using a process known as lead scoring, you can essentially rank prospects in order of priority, by tracking each interaction and allocating a point. For example, making purchases, signing up to newsletters etc. will all have their own score. This allows the sales team to prioritise visitors offering the most value to the business, rather than wasting more time on those that are not engaged in your product or service.

  1. Keep your CRM system up to date

With marketing automation you no longer need to use disparate systems. Synchronise your leads, contacts and activities to your  CRM system and vice versa with prebuilt connectors. This gives you integrated data, one set of reports and one version of the truth.

  1. Know who and when to call

By tracking visitor interactions with your website and email campaigns, you can set up marketing automation to alert the sales team when certain actions take place. For example, when a customer has recently placed a product in their basket but has not yet made the step towards purchasing it (cart abandonment) you can create alerts for the sales team to follow-up with the prospect.

  1. Nurture leads through the entire sales cycle to customer

By gathering data and measuring each and every touchpoint, you can effectively segment your database into profiles. This allows you to send more targeted marketing communications to your database, drip-feeding messages to gently nudge them along the sales cycle.

  1. Reduce the sales cycle

Best-in-class companies are 67% more likely to use a marketing automation platform* and 27% of companies surveyed reported a shortened sales cycle from using marketing automation**.

Generate new business

The difference marketing automation can make to your customer acquisition strategy has been shown time and time again and is a must-have for any business looking to effectively grow its customer base.

Take a free demo of marketing automation to find out how you and your business can become more proactive, save time and save money.

 

Sources:

* Research by Aberdeen Group “State of Marketing Automation 2014: Processes that Produce,” 2014.
** Research by CMS Wire carried out in 2014.

 

Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.