SalesFUSION Webinar - Supporting sales follow up with nurture-based campaigns
B2Best Social Media-revision 1 - Salesfusion · Here’s the order of events for successful lead...
Transcript of B2Best Social Media-revision 1 - Salesfusion · Here’s the order of events for successful lead...
B2Best Practice
How marketing automation
increases your inbound marketing
success
Published by
First things first.
Inbound marketing is the process of helping buyers in your industry find your
company. Many (cough, cough - MOST) of these “buyers” are nowhere near
ready to actually buy. But, their engagement with your content quickly turns into
brand preference, which gives you an awesome advantage over the competition
the moment they are ready to buy.
Marketing automation is a software that automates and regulates marketing
tasks. The ultimate goal is for companies that implement to sell more efficiently
and deliver more revenue.
Inbound marketing needs marketing automation to be successful. Don’t worry,
we’ll show you the way. Learn why stand-alone inbound marketing is ineffective,
where marketing automation steps in to help, and how to build your own
marketing strategy that meets the needs of your department.
It monitors your website traffic, scores
leads based on their activity and
engagement, allows you to nurture
them through multi-channel
campaigns, maintains communication
through email, and continues their
education as customers.
Marketing automation WORKS.Inbound marketing WORKS.
It engages prospective buyers, brings
them to your website, educates them
on your industry and services, then
helps sales close deals faster. What a
beautiful thing.
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of B2B buyers initiate their buying process through online search
And of these,of visitors land on your website by clicking on organ-ic search results. (Yahoo News)
Stand alone inbound marketing just won’t do it
Inbound marketing helps spark initial interest in your company and directs leads
to your website through social or organic searches, effectively filling the top of
your sales funnel. However, inbound marketing alone cannot move leads
through the funnel - because of this, it shouldn’t be used as a close tactic.
Without an answer to the troubling, “What now?” question, your sales funnel will
become overfilled with increasingly stale leads that don’t have a clear next step in
front of them.
Luckily, with marketing automation, the software can kick in where inbound
marketing steps back, surfacing potential buyers and dropping them into nurture
campaigns to continue their education through emails, high-value assets, and
event opportunities.
Successful inbound marketing/marketing automation partnerships keep your
funnel stocked with valuable leads without becoming a bottleneck in the
system.
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Companies that excel at lead nurturing generate 50% more sales-ready leads at
33% lower cost. (Forrester Research)
- SiriusDecisionsBut with our powers combined...+
Combining your inbound marketing and marketing automation efforts is truly a
balance of inbound and outbound marketing. Your outbound techniques, such
as trade shows, sales calls to leads, and sponsored events, are designed,
executed, and monitored through your marketing automation tool.
These efforts increase awareness of your inbound channels, grow the success of
your subscriber base, and increase the success of your inbound campaigns.
Here’s the order of events for successful lead generation and nurture with
your inbound marketing/marketing automation strategy:
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2
Start with inbound: Brainstorm, create, edit, and post content to
your website, company blog, and social media profiles.
Focus on increasing shares: Sponsor your tweets, design a
LinkedIn ad, get employees and partners involved in posting, and
sponsor industry sites. To hone in on your shares even more, make
sure your messaging and tone are tailored for each inbound channel.
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3 Capture audience information: Include links to gated content on
your social sites or inside blog posts. Once you have their email
address, you can add it to their lead profile inside your marketing
automation system and begin your outbound nurturing efforts.
Marketing automation’s in-depth website and campaign tracking gives you the
freedom to make more holistic marketing decisions. Stand-alone inbound
doesn’t let you identify how knowledgeable leads are about your products or
services and if they’re ready to purchase.
Tools like website visitor tracking, email engagement statistics, and predictive lead
scoring models provide actionable insights about which marketing campaigns
performed better, to improve upon those efforts in the future.
The evolution of social signals also plays a
critical role in your marketing decisions.
Now, we’re able to join the digital
conversation by interacting with buyers
through their social media accounts and
tracking each conversation inside our
marketing automation tools.
The way we approach campaign creation, the buyer cycle, and customer loyalty
has shifted in the past decade. With thoughtful planning and implementation,
inbound marketing through your marketing automation system should increase
your lead generation while decreasing your cost per lead.
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Salesfusion helps small and medium sized B2B organizations drive revenue with smarter marketing. With Salesfusion’s smart marketing automation platform, marketing and sales teams are delivering lead-to-revenue results more effectively and efficiently than ever before.
About Salesfusion
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