Using Marketing Automation with Customers
Looking 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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