Improve your results and increase productivity with marketing and sales automation – WAU
Does your marketing team still spend a lot of time sending emails and relating to leads manually? Does your sales team struggle to approach leads because they don’t know what stage of the buying journey they are at? These are very common problems in all types of companies and can be […]
Does your marketing team still spend a lot of time sending emails and relating to leads manually?
Does your sales team struggle to approach leads because they don’t know what stage of the buying journey they are at?
These are very common problems in all types of companies and can be solved by implementing a sales and marketing automation.
What is marketing and sales automation
Sales and Marketing Automation refers to software that has the ability to automate a company’s marketing actions in an effective and organized manner.
However, the implementation of a marketing automation program does not mean replacing a good marketing team, as its function is precisely to optimize the team’s work.
Therefore, having a good marketing strategy is fundamental, what automation can do is make this process more agile than it would be if done manually.
For example: your company develops an E-mail Marketing campaign to base your contact and convert customers.
Through the software, it is possible to automate this work by sending emails to each contact in a single shot, in addition to being able to work with a flow of nutrition, which increases the engagement of these people with your brand.
That is, having only the software and knowing how to handle it well is not enough, but also a good marketing strategy with objectives and goals is essential to success.
For this, the marketing automation program has several features that are not limited to E-mail Marketing and Social Networks, but also in digital marketing as a whole.
Starting with social networks, because, depending on your audience, your company needs to be present in many, have a constant frequency of publications and measure the results of actions on these channels.
Instead of logging in and analyzing them one by one, you can use an automation tool to schedule publications on more than one network at the same time and access reports that show the performance of each one.
E-mail Marketing actions, for example, often require knowledge of HTML and codes that can be complicated to configure, hence the importance of automation.
To generate leads through the delivery of an e-book it is essential to have software of this type to create the landing page where the e-book is available that people can download after filling out a form and thus become leads of your company.
From there, the actions taken with these leads will determine the chances of conversions to customers.
One of the first steps is to make a nutrition flow in order to send emails with tips and later, offers from your company.
Using the marketing and sales automation tool, this work can be done automatically, without the need for a dedicated person to send these emails manually.
It is also possible to monitor the level of engagement of each of these leads before passing them on to the sales team whose purpose is to convert them into customers.
Why invest in marketing and sales automation?
Now that you know what marketing and sales automation is, it’s time to understand why you need it in your company.
The first reason is commercial; marketing automation can help you sell more. It is common for companies to lose sales in situations such as:
Seller: Hello! All right? I noticed that you downloaded our e-book on tips for e-commerce. How about acquiring our platform now?
Lead: No, thanks.
Many salespeople have certainly been through situations like this, not because their approach was wrong but inappropriate, because that lead was not yet at the time of purchase.
If she downloaded an e-book on tips for e-commerce, it is because she is certainly interested in knowing more about it, that is, she is in the middle of the funnel stage.
The seller should only offer the product when that lead is at the bottom of the funnel and one way to get it there is through the E-mail Marketing nutrition flow provided by the automation tool.
Furthermore, more prepared leads can generate bigger tickets.
After all, imagine if this lead from the example that downloaded the e-book does not know anything about e-commerce and will have greater knowledge because of the tips that it receives through e-mail.
This lead will be better able to buy a more complete product or service, which serves you better, than the basics precisely because they do not know all the benefits that that solution can provide them.
In this way, the lead arrives with less doubts to the salesperson who is more likely to turn them into customers.
Decrease in CAC
In addition to increasing revenue through sales, another advantage of marketing automation is to lower the cost of customer acquisition.
One of these reasons is that there is less recurring work for the Marketing team, as the preparation of leads for the sales team starts to be done automatically. This lessens the need to have more and more members in marketing dedicated to making this relationship manually.
Therefore, salespeople receive better prepared leads and can take fewer steps during contacts to make a sale. This makes the sales cycle shorter and the sales team has more productivity.
Once the tool does that good job, salespeople can see which leads are the best to connect.
How to do marketing and sales automation?
Doing a marketing automation can vary from company to company, so we summarize here the four points that any segment can follow to be successful.
The first step is to create a monitoring dashboard, that is, a checklist of the tasks required to build your automation flows and support content.
As with any marketing plan, it must be based on objectives and the actions necessary to achieve them.
For example: if your goal is to nurture your entire lead base, the tasks to be done should involve creating personas, mapping content, conversion points, among others.
By the way, identifying the conversion points is the second step to be given. Here the objective is to map the points capable of making a lead reach your company.
The most used ones are the landing pages and their forms that can make the person become a lead of the company.
And this is not only done with the delivery of an e-book, but also by registering for a webinar, downloading spreadsheets and even signing up for a newsletter, which in this case is a cold lead.
The third step is to list all the content you have – both articles, e-books, infographics, etc. – according to your persona’s purchase journey. For this, we must remember that it is divided by:
- Top of the funnel: stage where the person discovers he is having some kind of problem.
- Middle of the funnel: At this stage, she looks for tips that can help solve this problem.
- Bottom of the funnel: here she finds out who offers the definitive solution to this problem.
So, when a person is interacting more with your content that is at the top of the funnel, it is a sign that they are still dealing with a problem and, if they become a lead, the seller will need to approach them to the point of understanding which ones are your biggest pains.
Those in the middle of the funnel will read more articles, download more materials that bring tips to solve the problem, so the seller’s approach to a lead like this can have another footprint, pointing out solutions that your product has (but without offering it). it, as this should only be done when the lead is at the bottom of the funnel).
Lastly, the fourth step refers to defining how lead nutrition will be done.
The nutrition flow consists of sending a sequence of emails with content related to the materials that the lead has downloaded or accessed in the past few days.
Therefore, it is not enough to send any content, it is necessary to segment the leads into groups and send different emails to each one so that they can provide greater engagement and interest when it comes time to speak with the seller.
For this, you can use the Autoresponder, that is, sending emails in a predetermined sequence or the Marketing Automation itself, which can cause the lead to start receiving different content according to the actions you take.
For example: the lead can receive an email with digital marketing tips, a link to learn more about SEO and another to learn more about Paid Media.
Depending on the click the lead makes, it may fall on the list of those interested in SEO or Paid Media, this information is relevant for the sales team to know what to offer.
Marketing and sales automation tools
To ensure that marketing automation actions generate good results, you need to choose the tool that best suits your company. We separated 3 that serve several segments very well.
Hubspot is the North American company that created the concept of Inbound Marketing, through which you can create landing pages, CTAs, lead nutrition, social media management, email marketing campaigns, etc.
Developed by the London company Resultados Digitais, RD Station allows the management of leads according to the sales funnel, besides being able to create efficient landing pages quickly.
MailChimp specializes in managing E-mail Marketing campaigns with which it is possible to perform A / B testing, administration of the contact database and schedule sending of e-mails.
Now that you know what a marketing and sales automation tool is and how it can make your leads better prepared to talk to a salesperson, the next step is to learn the techniques for converting them into customers!
Check out the article we wrote about it.