The B2B customer journey is becoming increasingly
difficult as the consumer route to purchase becomes more intricate.
So, number of automation tools is also growing,
and with simple connectors and APIs,
the workflow options are limitless.
Hence, how to leverage your
marketing automation systems in tandem to generate leads,
convert them to sales, and keep customers
1. Create NPS-triggered workflows to reduce churn
The Net Promoter Score (NPS)
survey measures consumer satisfaction and brand loyalty.
It based on a single question:
“SO,how likely are you to recommend our product or service on a scale of 0 to 10?” ”
where 0 denotes not at all likely and 10 denotes extremely likely.
However, instead of running separate NPS campaigns, track your audience’s overall happiness.
Instead, include them in your other marketing automation routines
to prompt your customers
at important stages throughout their journey with your company.
For example, you could configure your email client to send an
NPS survey message following a specific event. For a B2B company, this could mean:
Confirmation of delivery of branded swag or business cards.
The second or third time I’ve bought one of your goods.
The client has had a given length of time to use your platform.
Include an exit trigger in addition to the event trigger across all channels
to avoid sending additional survey requests to the same person.
With this B2B marketing automation method, you may reduce churn among critics
(those who responded with a 0 to 6) by generating a second email that allows them to expound on their dissatisfaction.
Turn your best promoters (7-10) into brand advocates by inviting them to join your referral program or just submit a review.
2. Use UTMs to capture your own first-party intent data
The number of nurture touches required before making
a purchase is increasing in tandem with the variety of communication channels available to purchasers.
Automated data gathering is a lifesaver when you have up to 20 customer interactions to optimize for your customer journey.
As a result, marketers are beginning to heavily invest in journey mapping tools.
Intent data is a critical component of journey mapping.
Intent data gives
both topical and contextual information, allowing you to understand not just what topics your prospects are interested in,
but also who they are.
If you’re a B2B marketing agency,
you’ll want to know whether visitors to your website are actual business owners or marketers looking for your services,
entry-level marketing managers, or even college students trying to learn more about the field.
Detailed UTMs allow you to follow how a prospect
interacts with each touch-point in your
buyer’s journey using a combination of manual and auto-tagging,
allowing you to collect your first-party intent data and then use that data for journey mapping.
You may also import such fields into your CRM to improve lead scoring.
3. Pair LinkedIn with your CRM for ABM
In B2B marketing circles,
the lead-to-client process might take months.
because, these are often larger investments involving a team of decision-makers.
as opposed to casting a wide net of leads and then striving to convert as many of
those leads as possible into customers, spends more effort upfront carefully picking specific businesses.
Then you construct specific accounts for those target organizations to create hyper-targeted ads that
frequently target numerous jobs inside one account.
So, how to use automation in conjunction
with LinkedIn advertising to identify and nurture accounts:
To find more accounts to target,
manually submit a list of your current clients to LinkedIn by linking your
CRM with your LinkedIn advertisements account.
So,Lists from third-party intent data providers can also uploaded.
Create a campaign using the Customer
Match tool to target high-potential prospects.
Follow up with and nurture those leads using your marketing automation solutions.
Hence, are a few examples from Lake One Digital:
Create a drip campaign to stay top-of-mind for accounts that responded to your ads.
To move the lead generation process
into the sales process, send an automated notification to your sales people.
Based on their response, add a contact to a pipeline (or lack thereof)
4. Run Facebook lead ads to fuel your email nurture campaigns
In the year 2021,
social media is an effective B2B marketing approach.
With Facebook lead ads, your prospect fills out a form without leaving the site,
effectively eliminating the requirement for a landing page and shortening the conversion path.
Hence, how to use Facebook lead ads as a B2B marketing automation strategy.
So,set up an automated workflow using a service like
Zapier to automatically add the information
acquired by your Facebook lead ad into your database of choice.
This micro-funnel can used to
send emails, discount coupons, contest invitations, or anything else.
So,it is no longer feasible to dismiss B2B marketing automation as too complicated to engage in.
So,there are numerous simple methods
for implementing automated funnels for organic and paid visitors,
such as NPS ratings, intent data, lead capture forms, and chatbots.
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