As it pertains to completing tasks, sometimes we just desire a little help. So many movies from just several decades ago depict our desire for technology that may do things for us. Total Recall (1990) featured a self-driving car. Electric Dreams (1984) portrayed a good home. As far back as 1962, The Jetsons relied on a robot vacuum.
Remarketing is as close to “set it and forget it” as marketing automation gets.
All this convenient technology exists today in some form, but in regards to tech that may impact millions with just a click, automation in operation practices is probably one that helps out the most. To maximizing efficiency, account-based marketing (ABM) causes it to be easier for marketing teams to concentrate attention on key accounts through awareness and communication and content optimization.
When properly implemented, marketing automation quickly proves its worth and delivers measurable benefits, including:
- Increased annual sales revenues
- Higher ROI on ABM activities than other marketing activities
- Increased sales through nurtured leads
Let's take a look at a some of the key techniques automation might help drive your ABM efforts.
Automate the Most Basic Tasks
As it pertains to task reminders and notifications, there is really no reason you shouldn't be fully automated yet. Most CRMs provide you with the option setting a one-time or recurring reminder and task notifications for things like follow-up calls or emails.
When following on leads, most organizations are not quick enough.Don't risk letting a great lead go cold. By setting automated reminders, you may never again forget to follow up with your key accounts, send regular emails, or make that phone call that always slips your mind.
These automated task reminders will also be ideal for ensuring that the whole team is for a passing fancy page with their assigned tasks. Above all, automated reminders enable you to create and maintain momentum by keeping touching your clients or customers. To nurture a lead, you have to be there every step of the way, and having automatic reminders really can help.
Achieve Smoother Workflow with Automation
Internally, the benefits of an automated workflow are many.
Exactly like a message cadence that sends out messages periodically or changes the response because of triggers, your CRM and marketing automation platforms provide you with the option to setup workflows. This is especially helpful if you're planning to be employing a similar email or outreach cadence for many accounts or several individuals within exactly the same accounts.
With regards to nurturing a lead, you wish to make fully sure your organization has access to a fresh lead throughout the early stages without being overbearing or aggressive. A steady—but not overwhelming— flow of useful content via scheduled email is a great means of building awareness before they're contacted by someone in sales.
To that particular end, keep carefully the three Ws at heart to optimize your results:
1) WHAT You're Trying to Do
Assuming that you are in the first stages of the connection, you are likely wanting to convince the lead to touch base to 1 of your sales staff. Maybe you're just attempting to provide them with more information. Perhaps you're attempting to close a sale.
Whatever your intention is, know about it. You do not want to send any content with no purpose behind it. Should you choose, it may come off as unintentional, useless or impersonal, that is off-putting.
2) WHO You're Trying to Reach
Make certain you're sending out quality, tailored content. You do not want a message blast planning to to every contact with every little bit of information. Focus on determining what's relevant and who it is relevant to.
Manage your contacts wisely and understand their needs in addition to their readiness to take the next step with your company. This way, they'll get exactly what they want without feeling ignored or overwhelmed.
3) WHEN You're Sending It
Timing (and spacing) matter. Any contact you have with a lead must be intentional, and that intentionality must be obvious. If you place up your emails to get out at 1 a.m., your content won't only likely be overlooked each day email rush, it will also be recognized as a poorly timed mass email.
Instead, understand your lead base as a whole and use analytics to find out the top timing and spacing for the communication. From easily creating and sharing documents to managing and monitoring tasks, workflows save time and energy.
Better Targeting, Better Remarketing
Targeted remarketing ads are another great way to nurture a lead. These targeted ads can help reach an audience that you haven't made a transaction with just yet—but want to. Once someone has visited your website (or a specific part of it), you can set the IP address you're attempting to reach or drop a time-sensitive pixel to boost awareness of your product. This method works great for retargeting anonymous site viewers with tailored messages.
Or you should use a list-based retargeting approach to stay on the radar of a new prospect. Thus giving them the time and freedom to decide on their next steps with your organization, all while providing them with increased information and incentive to reach back out. That is ideal, since closing the sale invariably takes multiple touch to acquire a customer to commit.
Social Media Monitoring and Alerts
Social media is a successful tool for businesses.
According to HubSpot, 80% of marketers claim that their activity on social networking leads to increased traffic. Forbes claims that social networking improves brand loyalty, conversion rates and internet search engine rankings. But you will only see these benefits if you are using social networking in a savvy way.
Any organization that's ever attempted to steadfastly keep up a social media presence knows it can be tough. It will be a lot of work for what sometimes appears like little reward. Strategic, successful plans for social networking marketing are complex and sometimes complicated to implement.
Fortunately, automation can help.
If you're targeting specific audiences, it is in addition crucial to know what folks are saying about you—either good or bad— to help you talk with them. Try automated social networking monitoring, which alerts you centered on company, tag or keyword use. You obtain near-real-time oversight of the narrative surrounding your organization, and you can jump in when required to answer any questions or get rid of any misunderstandings.
Automated alerts also ensure you will stay together with any communication inclined to your company, which can make you seem more personable and customer-focused by being highly responsive. Everyone wins.
Scheduled posts also ensures that the followers are receiving quality pleased with minimal effort on your own end. Analyzing and understanding when your target audience is online and active can allow you to make determinations about when to create, and information about their preferred interactions will shape the types of content you share. From there, you just need to pick a set of times and frequency with which you intend to post, then allow automation process bring it from there.
We love when things are easy, and automation may do just that: make your job slightly easier. You've put a lot of effort into developing a great marketing strategy, targeting your audience, and implementing your idea. Why don't you let technology take over a few of the small stuff to help you focus about what really matters?