By its very definition, marketing automation (MA) should make life simple. It should liberate marketers’ campaigns, not restrict them, and it should make eCRM strategies agile, rather than sluggish.
But with more channels to leverage than ever before, more opportunities to personalise and more data than we could have ever imagined, getting the most from a lead nurturing campaign can be incredibly difficult.
A large part of the problem is that many MA platforms are underpinned by a ‘plug and play’ formula. The technology is sold largely on a ‘software as a service’ basis – certainly by American vendors – which results in marketers being left to their own devices. But tech alone will not solve all communication woes.
Of course, choosing the right system will make things slicker, quicker, smarter and easier. But it can’t optimise customer journeys by itself. And it won’t live and breathe a brand like a marketer does.
So, what can be done to achieve better results from MA software? Here are five simple steps:
1. Get the message right
On average, we’re subjected to 5,000 marketing messages per day. To save ourselves from what could otherwise be an overwhelming level of ‘noise’, we’ve had to become savvier as customers and block out anything we deem is irrelevant. This poses a challenge for marketers – how do you achieve that all-important cut through and ensure your message is heard?
Go back to basics. Be clear and consistent, keep everything as succinct as possible, and remain relevant. A simpler and more pertinent message has far greater chance of sticking in the minds of your potential customers.
But it’s crucial to test, learn and optimise too. Your content and lead scoring model should be continually refined based on engagement results and, equally as importantly, feedback from your sales team. So, try out different subject lines, email copy, content length and tone. Compare the impact of short and straight messaging versus longer intriguing dialogue; thought leadership versus punchy product sells; and text only versus graphic HTMLs. Try sending at different times too – you need to look for anything that could create a marginal gain and inform later campaigns.
Finally, think carefully about the call-to-action. Is it really likely that someone will request a call-back after the first piece of correspondence? Or are they more likely to download some content that resonates with their job, lifestyle or interests? Being clear and realistic with your conversion goals will help progress contacts through each stage of the nurture programme.
2. Optimise content for each stage of the buying cycle
Continuing with the relevance theme, pay particular attention to where an individual customer is in their lifecycle and think about particular obstacles that may be preventing them from fully committing to your brand.
Your communication should help them overcome these problems. A handy checklist may aid their next-step decision making progress, for example, while a request for an online demo indicates they’d probably benefit from a sales call. If you’re struggling for brand advocates, on the other hand, why not conduct a Net Promoter Score (NPS) survey and trigger testimonial requests from customers who score you highly?
This in itself is an important point to note – think past the point of purchase. Often, marketers pay so much attention to the initial nurturing of a lead, that they overlook the opportunity to utilise MA to drive customer loyalty, satisfaction, brand advocacy and retention. Keep the conversation going, and think about different channels, such as SMS, to facilitate the dialogue.
3. Think multi-channel
This leads us nicely into our next point. Your MA platform shouldn’t just be an expensive email system. It should interconnect with every channel at your disposal to create a seamless conversation that will best engage the customer throughout their journey.
Remember, multi-channel means multiple opportunities.
So, if a new client comes on board, and you need to verify their account, don’t just rely on an email – a typical professional sends and receives 131 emails each day, so the message could get lost. Set up your MA platform so that a letter is posted if the email remains unacknowledged. And, if there’s still no response after that, they should get an SMS or a friendly telesales call.
4. Be serious about personalisation
Most marketers recognise the power of personalisation, but a number of opportunities to personalise are still ignored. Perhaps this is because it’s not always easy. Perhaps it’s because it’s more time consuming. Or perhaps it’s because some people think personalisation is simply sending an email that addresses the contact by their first name.
2016 is the year when marketers really need to get serious about personalisation, and not just in terms of content.
If we think about the old ‘right message, right time, right context’ adage, we realise how much personalisation potential exists. Use analytics to understand what time and format a contact is most likely to respond to, for example, and send offers based on previous behaviours. If there are things you don’t know about an individual – which restrict your ability to personalise – ask the right questions and fill in the gaps!
5. Work with an organisation that fits the bill
This isn’t a sales pitch – it’s simply the most crucial piece of advice of all.
Your MA platform should be able to do all of the things mentioned here, and much more. But often having the time and know how to get the tech to work, can often be marketers’ biggest challenge.
My advice in this respect is to think carefully about your criteria for the system, before choosing a vendor. Unless you’re a data Jedi, look for a solution that is intuitive and easy to use. Check the availability of ongoing support, as realising that contact centre staff are on a completely different time-zone could restrict your access to help. And find a platform powered by marketing experts, not just developers.
In a world of ongoing technological innovation it can be easy to forget that humans will actually ensure you get the best results from your marketing activity. So, look for a partner who will share already-proven customer journeys, but continuously help you to tinker, test and triumph.
