Using Marketing Automation with Customers

Using Marketing Automation with CustomersLooking for happy customers? The solution is not that far away. Marketing automation technology has many use cases. Businesses often think about using marketing automation as a prospecting tool. Why not use marketing automation with existing customers? Creating new clients is very challenging not to mention expensive. When you break down the numbers new customer acquisition costs can be very high. See how expensive it is to acquire your new customers by using this tool from Panalysis. Once you see how expensive it is to obtain new customers you’ll realize that keeping them is vital to the health of a business. Customer retention is even more important for businesses that have a subscription-based business model. Subscription-based businesses are faced with the challenge of keeping their customers happy through the entire term of the relationship, not just in the beginning. Waiting until renewal time to contact your subscription client is bad business. Marketing automation helps businesses stay in touch with their customers, keep relationships warm and keep communication levels high. This makes perfect sense, but it’s near impossible for companies to do without the proper tools.

I bet 80% to 90% of all business make the sale and move into a completely reactive mode, responding only to customer support inquiries. A paradigm shift is necessary for companies with a reactionary model. They’ve got to start thinking about proactive communication. The purpose is not to add administrative overhead, but to reduce risk of customer churn. Also consider the benefit of

• Up-selling customers by keeping them updated on new products or services,
• gaining referrals from customers as they’ll now be keeping your top of mind,
• accelerating word of mouth marketing as customers can forward informative content to their colleagues, industry contacts and friends,
• educating your customers with new product information and/or ways they can get the most out of your product by tapping into features they may not be aware of,
• brokering communication with your clients which fosters feedback and product growth,
• training customers using methodical, automated communication that ties in lessons, delivered via email, quizzes delivered via surveys and answers delivered via email

Marketing automation technology can also help you create a risk score for your clients. A risk score serves as a key indicator of the likelihood your client will stay or leave. If there’s a low lead score then you’ve got reason to be concerned; however, if there’s a high lead lead score you’ve got reason to feel good about keeping your customer. Lead scoring can take into account the recency of activity. For example, if the client has not recently logged in, watched a webinar, downloaded a document or engaged with your brand in over six months they might be losing interest.

We hope you put these tips to good use and use marketing automation with your customers. Not using marketing automation technology yet? Try Lead Liaison’s Revenue Generation Software™ and start creating happy customers today.

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How to Get More Customers

Have you ever taken the time to pull your team together and discuss how to get more customers? If you haven’t, you’re not alone. It’s not something businesses typically take the time to plan ahead for. Here are four ideas you can focus on to get more customers into and out of a revenue cycle.

• Know who your customers are
• Focus on inbound marketing
• Stay in touch
• Keep your sales team efficient

First, if you want to know how to get more customers you’ve got to understand who your customers are. What is your ideal customer profile? In other words, identify what industries they’re in, how much revenue they produce and where they hang out. Study your last 12 months of customer wins and analyze the profile of each customer. Do they fall into common categories? If so, jot those down into your Service Level Agreement (SLA). Once you know where your customers are you’re ready to progress to the next phase, focusing on inbound marketing.

Second, create an inbound marketing strategy and execute a plan. Inbound marketing is really not about how to get more customers, but how to be in the right place at the same time as your customers. Customers will come to you. See our article on Inbound Marketing vs Outbound Marketing for a better understanding of inbound marketing. In summary, inbound marketing means you’re actively participating and distributing content through blogs, social media, SEO/organic search and paid search. Traditional outbound marketing is telemarketing, direct mail and trade shows. More and more marketers are shifting budget dollars from outbound to inbound marketing as they recognize buyers jump online to research solutions before they select a vendor to contact. Here’s why, see the projected growth for social networks and blogs over the next several years:

How to Get More CustomersChoose your inbound marketing investments carefully when planning how to get more customers. Ideal channels vary based on the type of business you’re in – B2B or B2C. For example, see the chart below. If the green bar is higher than the orange bar it’s an ideal channel for B2B marketers.

Getting Customers Through Inbound Marketing

Inbound marketing is like the bait on your fishing pole. Once you get the fish on the hook you’ve got to know how to reel them in and get them on the boat. A solid inbound marketing strategy combined with cohesive lead management life cycle processes that include sales prospecting, lead capture, lead follow up, lead tracking, lead qualification, lead distribution and lead nurturing will help you reel in the big fish.

Check back later this week for part two of how to get more customers.

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