If you already use Marketing Automation, see some tips to extract more results from your actions
Marketing Automation is, as the name implies, the use of technology to automate Marketing actions and processes. With this, it is possible to reduce manual work and increase the efficiency of actions. It is the main tool to nurture and advance Leads until the moment of purchase.
Despite being increasingly consolidated in the market, Marketing Automation still generates some misconceptions. It is not limited, for example, to setting up an auto-responder in your email. Or to leave your posts on scheduled social networks. These are simple actions.
Look at this definition:
Marketing Automation means understanding and acting in a personalized and scalable way with the people who interact with your company in different online channels. It’s about understanding exactly the Lead’s interest and its purchase stage, giving it all the information it needs at any given time in an automated way.”
Sky Marketing recently held the Advanced Digital Marketing Strategies Week. There were 6 free webinars with subject matter experts for those who want to extract more results from their actions. One of the conversations had the subject “Marketing Automation: strategies to ensure the efficiency of the sales funnel”.
In this post, we will tell you a little of what Rodrigo Martucci, from Nação Digital, and Gabriel Folis, here from RD, debated live. You can watch the full video, in addition to all 5 other streams, by subscribing below. Then keep reading!
9 Benefits of Marketing Automation for Your Company
Before talking about the webinar, it is worth reinforcing the importance of Marketing Automation in the current context. So with the recommendation of Blue World City Management team, here is the list of 9 benefits it brings to your company. You can find the details of each of them on our epic page on the topic. See what they are:
- Leads nutrition that are not ready
- More efficiency in the funnel
- More prepared leads generate bigger tickets
- Personalized communication for each person
- Less recurring work for marketing
- Sellers Receive More Prepared Leads
- shorter sales cycle
- More productivity for sellers
- Better prepared leads are more successful with the product
Now that you know some of the benefits, let’s talk about more specific strategies that can bring real results to your sales funnel. Remember, you can start your free trial of RD Station Marketing at any time.
Marketing Automation Strategies
In their webinar at the Week of Advanced Digital Marketing Strategies, Rodrigo Martucci and Gabriel Folis addressed the topic of Marketing Automation, dividing it into three stages:
- Analysis and optimization
We will use the same division in the post, for ease of understanding. The attention given to each of them is different, but every stage is important!
Here, the key is to look at the basics. Thus, it is possible to guarantee the support and direction of the entire Marketing Automation strategy. And that goes both for those starting it from scratch and for those who are updating the structure, taking a few steps back.
If you already have a few things going, the path could be in revisions. For example: personas, shopping journey, forms and content. To help you out, Gabriel Folis shared a very nice material, the General Content Mapping template according to the purchase journey. Just make a copy and use it!
Draw a picture of the plan
Here we are literally from a drawing. It could be a whiteboard, the cardboard we used at school or, if you are one of those modern people, a digital tool. Here are some options: Miro, MindMeister, draw.io, Coggle and Funnelytics.
The idea of this design is to allow you to understand the dynamics, the sequence of flows, and the input triggers. In addition, it makes it possible to understand segmentations, tags, emails, steps and everything else that will be required.
Finally, you need to close this step with the macro objectives of the flows and sequence of flows very clear. Just skip to the execution part with that set, otherwise you might just waste time and need to start over.
This step was, of course, the most detailed by Rodrigo Martucci and Gabriel Folis. They gave more practical and advanced tips that leverage Marketing Automation and improve funnel efficiency. See some of them:
- Create individual threads that bring the Qualified Leads and Opportunities from each of the personas, using them as input trigger of parallel funnel stage change streams;
- Insert tags when Leads come in and remove them when they leave, so you’ll be signaled not to receive newsletter while it’s being nurtured;
- Use tags to signal interest, according to the flow the Lead enters or the link clicks. They can stay permanently, being able to segment the base according to the interest;
- In relation to the duration of the nutrition flow, less is more. It depends on the segment, but it may be more interesting to set up micro journeys, with 3 to 4 anchor emails;
- If the Lead has not opened an email, send it again with a different subject;
- If you have opened but not clicked: new email, different copy and same link;
- Insert only 1 link in the emails, to optimize the segments, analysis and actions expected from the Lead;
- Activate Leads in addition to email, doing remarketing and integrations with SMS and WhatsApp tools.
Automation and Integration of Marketing and Sales
See more tips, pulling to the sales part:
- Having an SLA between Marketing and Sales is critical to the success of your automation flows. It is essential for marking opportunities, using both Lead Tracking and Lead Scoring;
- Create a lost flow, also designed in the SLA, so that certain Leads can be re-engaged, depending on the reason;
- Develop after-sales and referral flows, such as a guide on how to use your product or service, and ecommerce suggestions, such as a flow of clothes and accessories that match what was purchased.
Both Rodrigo and Gabriel gave even more tips on the webinar. Remembering that, to watch it in full, just sign up for free.
3. Analysis and optimization
There’s not much secret here: it’s testing, testing and testing. Then test some more. Experimenting is what will make you find the best Marketing Automation actions. Don’t be afraid to go on trial and error. Be part of it!
It’s not because flows work automatically that they can be left unattended, so to speak. From time to time, you need to check the results and fine-tune them. So the process starts over and is refined.
But what exactly is a good result for an email stream? For Rodrigo, 20% is a good opening rate, but there is always room for improvement. Also measure your click-through rate on CTAs, a key metric.
We have a nice material to help you, the Marketing Metrics Tracking Worksheet. It is now in its 2nd edition, and allows you to follow the evolution of your business through graphics.
Watch the full Marketing Automation Strategies webinar
In this post, we summarize what Rodrigo Martucci and Gabriel Folis talked about in the webinar “Marketing Automation: strategies to ensure the efficiency of the sales funnel”. We hope the tips are useful for your business.