Marketing automation software is a software that automates the repetitive task of the marketers that are the part of marketing. Primarily it handles customer segmentation, data integration, and overall campaign management. Once campaign runs, marketing automation provides report and result of a campaign which includes open rate, click-through rate. Additionally, with it, you can compare two campaign to find out which one generate a better result.
Not all clients understand the importance of marketing automation at first because they might have used a traditional method of marketing in the past or never utilized it properly or might never use it before. It’s quite tough for an agency to sell automated software to its clients. To help better understand the benefits of marketing automation to a client’s business, I have given a list of top four points to mention (agency can use) when selling marketing automation to clients.
- Focus more on visitors to lead conversion ratio: Tell your clients to focus preliminary on converting visitors into the lead once the visitor visits your site. Advance feature of the tool like dynamic content, landing page, web forms, focus items and so on helps in converting website visitors into the lead. These tools guide visitors to perform next action or where to click in order to proceed (CTA- call to action). Focus item (pop-up window) ensures no visitor left unattended.
- Cold lead can be converted into the hot lead: Explain to your clients that through marketing automation even one-year-old leads can be nurtured automatically, no separate effort or tool required. With proper nurturing, cold leads can be converted into a hot lead. Nurturing may include sending relevant content (in a form of email, newsletter, etc) at a certain frequent interval, solving their queries over email or phone call. Keeping regular touch with your prospect can turn out positive for you.
- Power of Segmentation: Describe the power of segmentation to your clients. Through segmentation, each lead can be categorized as hot, cold or standard lead automatically based on their repeated web activity. With proper segmentation performing other task becomes easy. After segmentation marketer know which type of a campaign is suitable to which segment, what content should be included in a campaign so that it engaged the maximum number of audience.
- Reliable pre-qualified lead for sales team: Tell your client that through marketing automation marketing team can rank every lead automatically and pass on to the sales team. Marketing team delivered those leads to sales team which are ready to convert into customers, this minimizes the burden of the sales team and they get hot leads.
When it comes to an agency to sell marketing automation make sure you are not just communicating the features of it, do tell benefits also otherwise hardly clients would take interest in your product.
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