The GrowthMinds guide to marketing automation

Grow faster with marketing automation

Marketing Automation adds great value by growing your leads, speeding up conversions and improving retention. Discover how you can automate customer’s journey to align sales and marketing.

In this guide, you’ll find out:

  • How to incorporate marketing automation into your growth program
  • How to set up an Account Based Marketing program
  • How smarter customer insights can help you improve.

 

Why you need marketing automation

symbols for automation Quite simply: it’s tech that makes your life easier, by automating repetitive marketing tasks and driving prospects towards conversion. A basic example would be automatically sending an email when someone submits a form. It gets a lot more interesting, and sophisticated though.

We’re big fans of marketing automation. Done well, it can add massive amounts of value by growing your leads, speeding up conversions and improving retention with minimal input once it’s been set up. And it’ll also free up time for other business-winning activities: win-win!

 

Where to start

Email is always a good place to start basic marketing automation. Most email providers offer some form of automation, so you can create ongoing campaigns and triggered emails. With automation, you can create welcome campaigns – a series of emails people receive when they first join your list.

Abandoned cart series is always another good idea where appropriate: if someone’s added something to their basket, but abandoned half way through – a follow up reminder email is triggered.

 

Of course, the complexity you can go to will always depend on your systems and the technical know-how and there are some fantastic ways to target people and drive conversions. Combining customer intelligence from various data sources to develop lead scoring programs can be incredibly powerful and lucrative.

Virginia Fiume, GrowthMinds Head of Growth Marketing

For really great results, marketing automation needs to work across multiple channels, with a good balance of personalisation. And in B2B environments, it should bridge the gap between marketing and sales.

 

Speed up conversions

Marketing automation both saves you a lot of time, and can achieve great results. There are endless levels of sophistication, starting from the most basic personalised emails through to sophisticated integrated multi-channel campaigns with lead scoring mechanisms to pass qualified leads over to sales or to an automated conversion point.

 

Where to begin

The potential for marketing automation is huge, given the right know-how and resources. If money’s no object there are some fantastically sophisticated platforms out there that can pretty much do anything you can imagine.

 

See how we optimised campaigns and gathered intelligence for the sales team at GeoSpock.

 

 

Our approach is to focus on the end goal and build a plan around that – start simple, and test out the channels before forging ahead with a plan that will do most of the heavy lifting.

Gina Edwards, GrowthMinds Head of Client Growth

Work together. Analyse your customer journey.

Sales and marketing efforts need to be properly joined up to facilitate an automated customer journey that promotes effective sales conversions from marketing activities.

Anything that improves the relationship between marketing and sales can only be a good thing. To really get your marketing automation firing on all cylinders – this collaboration is critical.

  • Devising a plan for your automation efforts should be driven by marketing as they’ll be executing it and can inform others about what’s achievable and what’s not.
  • Sales should educate marketing on the quality of leads and any additional intelligence to help conversions.

With this intelligence, you can often move conversions from a manual purchase to an automated method, saving your sales team for the bigger sales that need their time.

 

Lead scoring and marketing automation drive only the most valuable leads to your sales team.

Account Based Marketing (ABM) – a strategic approach

The pinnacle of any B2B marketing strategy has to be Account Based Marketing (ABM) for which marketing automation is fundamental.

ABM is a very strategic approach to business marketing – it works to concentrate marketing and sales resources on the accounts that matter most, improving your ROI and reducing  abandonment with the added benefit of improving the relationship between sales and marketing.

 

How to set up ABM

Taking this kind of approach will work, no matter how simple or complex your customer journey.

  1. Identify the accounts you want to target based on product fit etc.
  2. Map out those accounts, identifying influencers and decision makers, business initiatives etc.
  3. Prioritise the accounts based on specific criteria
  4. Then think content! Develop compelling content for each audience that provides value.
  5. Once you’ve got your audience and your content, you can put together the campaigns – and this is where marketing automation enters with lead nurturing, lead scoring and personalised campaigns.
  6. Once you’ve launched, monitor campaigns closely so you can optimise them. This is a really important part of marketing automation. Never assume lead scoring will work straight away.  It needs a little time.

 

Always optimise!

To optimise your campaigns and really understand the accounts and their behaviour, sales and marketing need to collaborate. We suggest a working group to facilitate account selection and planning, and for both to understand the customer journey and experience of the key accounts. This will better inform sales when it comes to adding value and closing deals. Always measure results of any changes, and adapt as you go.

Taking if further

There’s a range of tools out there for marketing automation, and it’ll often involve custom programming. Talk to us about how we can help streamline, automate and measure marketing tasks and workflows, and we can help increase your operational efficiency to grow revenue faster.

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