to Maximize Return on Investment with Marketing Automation

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1 4 Ways to Maximize Return on Investment with Marketing Automation

2 4 Ways to Maximize Return on Investment with Marketing Automation The Challenge: Maximising the time and money you invest in the online sales process is crucial to the prosperity of every small and medium business. As a business owner/director you have probably been asking yourself the following questions: How do I close more sales without spending more on marketing? How do I manage the huge volume of leads that come into my site? Where should I spend my marketing budget to get the best results? Could I be generating more profits? The Solution: Marketing automation will help your business focus its resources on the most valuable sales funnels while allowing you to control the cost of marketing initiatives according to real world performance. In just four steps we will show you how implementing a marketing automation solution will maximize your return on investment: 1. Convert more leads using a lead nurturing process 2. Nurture more leads without spending more money 3. Maximize sales productivity with lead scoring 4. Measure and understand your marketing initiatives

3 1. Convert More Leads Using Lead Nurturing 70% of the leads that find your business online will end up purchasing the products or services they were looking for; either from you or one of your competitors. Unfortunately, most of them will not be easy to retain as customers. In order to convert these leads into business before they move on to a competitor, you need an effective lead nurturing process. Most prospects will go through a series of stages before making their final purchasing decision. They will research the product that they need, identify their top choices and then make a decision based on a number of factors. By staying in contact with these leads and nurturing their relationship with your business, you will be able to influence their decisions in your favour and increase your chances winning their trust and business. The Lead Nurturing Process 1. Nurturing begins when a visitor enters your site through a marketing campaign and demonstrates interest in your product/service (ex: newsletter signup) 2. Leads are vetted by analysing their interaction with your marketing touch points (ex: did they click a link in your newsletter?) 3. Leads are segmented and prioritized, then targeted with specific processes designed to address their stage in the sales funnel (ex: if they clicked a product listing in your newsletter, they are closer to buying than a lead who did not open the newsletter at all) Marketing Automation and Lead Nurturing Marketing automation solutions facilitate this process by integrating marketing outreach programs with tracking capabilities that will automatically assign a score to your leads to identify which ones are ready to become customers, and which ones still require additional nurturing. This data is used to automatically dispatch a specific marketing message to each prospect based on their interaction with your marketing programs. As the lead matures, and goes through successive cycles of lead nurturing they become more sales ready and more likely to do business with your company. Once they have reached this point, they can be assigned to the sales team who can focus on closing the deal with the most qualified prospects. Lead nurturing drastically improves your sell-through rates and customer engagement by positioning you as a source of valuable information. By automating this process, your business will gain a powerful tool to close more sales per marketing dollar spent.

4 2. Nurture More Leads Without Spending More Money Imagine how much time you could save and how much more efficient your business could be if you could automate your marketing tactics. All that time saved could go into focusing on what marketers do best - developing strong brands, building creative campaigns and delivering pertinent content. Marketing automation will make your business more efficient and save you time. Streamline your Follow-Ups: Implement automated campaigns for tradeshow follow-ups or events. Using campaign automation you can plan your follow-ups ahead of time and have them execute when you need them. Automated campaigns can be as simple as sending a thank for attending to all participants or more complex like a series of s sent out based on the attributes and/or actions of your leads (did they read your ? Visit your web page?) Automated lead transfer: Lead transfer to the sales team can be automated by either sending out internal alerts or syncing with your favourite CRM solution. Sales get instant access to your new hot leads without manual assignment Keep in Touch: Automated campaigns can be used to improve your current customer s satisfaction by touching base with every one of them and making sure they are happy. Send out customer satisfactory survey to your newer customers after three months or send out monthly product tips all in an automated fashion. Use auto-responders to trigger marketing campaigns based on certain lead actions. If they requested a trial on your web site, you can trigger a thank you . If they submitted the request a quote form on your web site, trigger a campaign that will automatically alert sales, sync the new lead to your CRM and send the lead a thank you .

5 3. Maximize Sales Productivity Using Lead Scoring Increasing sales productivity is a sure way to increase profits. Sales can be expensive especially when having to cope with longer approval cycles or selling to Fortune 500 companies. In order to better allocate your sales resources you need to ensure that your sales rep work on hot leads that are ready to buy. Having sales work on leads that are at the beginning of the buying cycle can quickly become a resource drain and leads to sales missing out on good leads. Lead scoring allows you to focus your sales and marketing efforts on the most qualified leads. Lead scoring lets you assign a quality score to each and every lead giving a scale on which leads are qualified. This will allow you to quickly identify which leads are closer to the end of their buying cycle therefore more ready to buy. Scoring can be based on a multitude of factors including lead attributes (title, organization size, revenue...) and lead actions performed (Is it the lead s third visit this week? Did they read your ? Visit your pricing web page?). Scoring when adapted to fit your ideal lead criteria s is a very useful tool to identify top leads in your marketing funnel and ensure that you give them the attention they deserve. Lead scoring can also be combined with automation allowing you to assign hot leads in real-time to your sales force without manual intervention. Assign leads automatically to sales if score is above a certain threshold. Easily create marketing to sales handoff process without the risk of having lead fall through the cracks.

6 4. Measure and Understand your Marketing Initiatives Measuring and understanding your marketing initiatives is a key component for a successful business. Knowing where and how to spend your sales and marketing dollars can help quickly increase profitability. One of the key challenges in measuring marketing initiatives is the multitudes of channels (Social media, blog, , print...) that have to be measured. What makes it even more complicated is that most of these channels work in silos and do not share information. This forces the marketer to consolidate data manually or worse not consolidate at all. It then becomes extremely difficult to understand how all your marketing initiatives tie together and which ones are bringing in the most value. Some marketing automation platforms can help solve this issue by automatically tracking all your different marketing campaigns, inbound marketing and social media efforts in one place. Easily understand which initiatives are driving qualified leads and which ones are allowing you to close more business. No more manual consolidation every month or trimester. Marketing automation will also keep track of all your ing metrics (click through rate, open rates, unsubscribe rates, etc.) helping you understand lead and customer interactions with your different ing campaigns. Gathered intelligence can then be reused in following campaigns. Integrated reporting is another key component of marketing automation products that will help gain insight in your sales and marketing funnel. Various reports are available that will show you how your leads are generated, which campaigns and landing pages are converting the best, and more. A good marketing automation product will also automatically calculate your cost-per-lead, lead acquisition costs, and other metrics that will help you measure and understand how your business is doing.

7 Conclusion By implementing a marketing automation solution, your businesses will: Convert more leads into sales Nurture more leads without increasing sales & marketing budget Focus your sales team through lead scoring Gain an understanding into what marketing initiatives are most profitable Marketing automation will help your business focus on the most valuable sales funnels while allowing you to control the cost of marketing initiatives according to real world performance. You will get more sales per dollar invested, more time to find new opportunities and more leads converting into loyal customers. About PUBLITRAC PUBLITRAC is an online marketing software platform that makes it easy to measure, manage and automate your multichannel marketing campaigns. Our goal is to provide you with the best marketing software that: Gives you tools to measure and increase all of your online lead generation efforts. Helps you manage all of your marketing campaigns ( , landing pages, social media ) Automates the process of creating conversations with your leads keeping the human touch in mind (lead nurturing) Provides marketing reports to help you make smart and informed marketing decisions What PUBLITRAC provides is a way to easily transform your website/marketing campaigns into a welloiled marketing machine that produces quality leads that then convert more easily into sales and revenue for your business. Easy to understand performance reports are also provided allowing you to understand what is working and what isn t. PUBLITRAC is part of Publipage one of the largest online and print media companies in Canada. Contact Us Publipage Tel : PUBLIPAGE ( ) 2055 Peel, Suite Montréal QC H3A 1V4

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