Delivering the appropriate message to engage leads and customers is the biggest challenge for many marketing companies. Marketing automation provides you with ways to generate leads and reach a broad audience. But for those with little to no experience in Marketing Automation, it can be a harrowing journey to begin.
Understanding The Multiple Stages of Marketing Automation
If you’re asking yourself – “Marketing automation – where do I begin?” understand that marketing automation really begins with the right message at the right time, for the right audience. Streamlining sales by delivering engaging content and advertisements targeted to your audience is the key for any successful marketing strategy. Since marketing automation will always rely on adjustments based on how your communication strategy evolves, it’s essential that marketing professionals learn how to do this themselves, instead of relying on an IT team.
The second crucial step in marketing automation is creating lead stages. Lead stages help you identify where your leads are in the process and how long before you can expect them to move on to the next stage. On average, it takes a lead three times to research a purchase online before moving on to a salesperson. Lead stages include the following:
- Lead Stage 1: This stage helps you find those leads that have just begun the process. They have no identified timeline and have just started their search for solutions or products.
- Lead Stage 2: This second stage is a potential customer who knows exactly what he needs and wants but isn’t able to make a purchase yet. These leads have ideas but are looking for approval from their team before moving forward.
- Lead Stage 3: Leads in Stage 3 are the best leads to offer demonstrations to. Leads often have a short list of products in mind for their solution and many have already decided on which they prefer, even without a demonstration or sample. Stage 3 is imperative for making the lead sees why they should set up a meeting with you, as opposed to your competitors.
Bringing it All Together
Making sure that content is personalized instead of generic will make your marketing automation a success. Delivering messages that focus on your potential customer’s wants, needs, and interests while avoiding the harsh hard-sell approach is what you want.
Marketing automation makes this whole process much easier. It will give you better insight into what your leads are doing, including content they are viewing and downloading; how they respond to emails, and where they are in sales process. Each step of the way, you’re able to monitor and measure your marketing automation system, making incremental adjustments to ensure success.
Understanding Marketing Automation and Knowing Where to Begin
If you’re feeling lost in the process, don’t hesitate to chat with a Lead Liaison rep today! We know how and where to get you started and would love to take your business to the next level.