Today, companies face a difficult situation because 60% of the buying process takes place online. Previously, the customer contacted a seller directly if they were interested in a product. This allowed the seller to read the word and body language of the interested party and thus react instantly to his or her signals. It has now changed significantly due to the potential customer being able to find information on the internet before he contacts you – thus he’s invisible until then, right? According to studies, at the time of initial contact, he has already completed more than 60% of the purchase process. Would it not be useful to know what information this person is looking for? With this knowledge, you could send him the right offers at the right time and reduce the chances of him going to your competition.
Of course, this is nothing new and becomes possible through the analysis of digital body language. Under the strange notion of “digital body language,” there is nothing but a collection of different signals that we all unknowingly send on the Internet. The skilful analysis depends on the effectiveness of our marketing strategy. A marketing automation system allows for an accurate interpretation of the online behaviour of our customers at every stage of the sales funnel and thus correct and efficient marketing decisions.
Improving marketing activities and increasing sales requires close collaboration and smooth exchange of information between the marketing and sales departments. For optimal results, it is, therefore, necessary to integrate a marketing automation software with your CRM system (Customer Relationship Management).
If you are a complete novice on this subject and these terms seem extremely daunting and you don’t know where to begin, we’ll help you. The task of the Marketing Automation System is to streamline marketing activities, managing leads in the early stages of our marketing funnel (gaining and maintaining customers). A correct CRM tool supports the sales department and allows you to interact with customers at later stages of the cycle: Leads are grouped and maintained through an appropriate Marketing Automation System. Each company decides what actions a lead adds to these points. After reaching a certain number of scores, the system forwards the data of a lead to an employee from the sales department. Through this integration, you can be sure that you will always reach your potential customers at the ideal time and inform them about what interests them.
It’s easier to use a system that automatically performs this assessment because each lead has individual needs and expectations that can change. Someone visits your website frequently and spends a lot of time reading product information, but is not ready to make a purchase. But if he often compares prices and verifies, it is more likely that he is about to make a decision. A professional marketing automation system analyses this information down to the smallest detail: demographic factors, its interests, etc. Thus allowing us to send a personalised message to the recipient at the right time.
If you want to learn more and know which Marketing Automation System best suits your business, do not hesitate to contact us today.
Author: Sarah-Johanna Hamera – MAC