The theme has been blooming for a few years, and it has moved to England with Hubspot, Pardot or Marketo licenses! Automation, it’s been 3 years that agencies have been calling it, 2015, 2016, 2017. And 2017 will be the year of Marketing Automation. Yes ! Here we are, this year will be a good one (or maybe the next, eh!)…
At least, I hope so with a few simple recipes that, if done well, are a source of performance, if not ROI ($$$). So my advice in 2017 to save your marketing budgets: let’s stop spending fortunes on affiliation, Adwords, Facebook Ads and others, and invest a few euros in Marketing Automation!
And with these 7 examples of scenarios, I assure you that it might be very effective for you 🙂 By the way, if the term “marketing automation” does not speak to you yet, find a definition here.
Nurturing after registration: the basics, provided you know how to be sassy 🙂
There are clearly good and “bad” nurturing. The question is to find hooks other than the eternal “hey make an appointment with me for a demo!” Or the proposal to upgrade to a free trial license.
No, Marketing Automation does not mean playing parrot
If you haven’t noticed, sign up for Saas solutions with a trial period. You will see an army of parrots repeating the same stimulus every 2/3 days with pumped and not very innovative objects.
By force, you don’t get much other than messages that push you to conversion. It is tiresome ! Why would I want to subscribe after 6 follow-up emails that offer me forever to quit the trial version?
Raise interest rather than talk about money!
It would therefore be more relevant to take care to keep the interest! An opening rate below 50% should always alert you! The real nurturing program must be a real commercial relationship open to exchange. And if from the start, we believe in a vulgar automated mail … you’ve already lost!
You can customize the object, offer value “an offer for company name”, “ideas for company name”. It’s silly, but it helps the opening rate a lot. For the rest of the automation, impertinence is essential! Shock hooks. And when you want to start a discussion, think of finding an alibi of thunder!
This is one of the simplest recipes in B2C. And it works incredibly well. Our tip is to have a single automated scenario and create a site connection to Automation. Thus, each product is associated with a selection of secondary products on the website (Prestashop, Shopify or WordPress for example) when they are published. All of this is found in the CRM and marketing automation database using ActiveCampaign event tracking. We can therefore put everything in place with a single scenario and make it very adaptive! In short, I have a fully automated mail template and scenarios that adapt to whatever product is purchased …
3. Tag all sauces: interest in a product, subject, buyer persona
The tag is very practical. You can stick it endlessly to a contact and trigger automated scenarios when a tag is added or removed. To talk to your Buyer Personas, to personalize the content of an email, etc., the tag is declined and we bless it for that! #habemustag
If you want to use it, the first question is how to create this tag: using scoring, event tracking or web tracking … we do wonders!
The revival on abandonment of cart for example is good, but very limited (why not associate a tag when a prospect visits the same product twice). The basketing is already an action well advanced in the conversion process… So why not go a bit backwards to rake wider? A contact who has twice consulted a product in the same week (without putting it in a basket) is surely waiting to compare, you have to take out a little more … why not a coupon or a replacement product?
Warning: Tagging is the favorite discipline of automation experts, but be careful not to get lost in it. If your tags all trigger automated scenarios, a prospect with multiple tags risks having their mailbox invaded … Consider making a plan for managing your tags and events, it helps!
4. Pre-sale and after-sale: commercial preliminaries… and more
Often, the B2B customer journey is an environment where automation is struggling to find its place. We are in the thick of the preserve of salespeople who prefer a one-to-one relationship and who are often afraid that marketing will implement less personalized emails, not to say stupid!
The best possible integration starts with the stupid and nasty emails of the salespeople, the reminders forgotten in 80% of the cases and the after-sales relationship that the salespeople do not do, because they do not earn any bonus (no comment!). It is enough to isolate the gaps and moments when the salesperson is not available, or that he does not have the information in hand to integrate Automation easily without risking causing a nuclear incident with the sales forces. .
For the rest, the wider automation of commercial emails is relevant if, and only if, the commercial team is too small to take care of everything. It is also a performance lever: the automation of the follow-up and the qualification of leads from SQL (Sales Qualified Lead) to the request for quotation can completely be regulated in automated process and treated by a sales representative closing time.
5. Reactivate the non-interested: harassment, it works (or not)!
It’s all in the title, at least until you unsubscribe. Be careful not to cross the rubicon by re-addressing unsubscribed people with more passion than you need. Uninterested parties are rarely reactive to purely commercial approaches, be sassy!
About the non-interested, look where they come from! For the most part, if they have made a first opt-in, it is indeed because there is initial interest which quickly cooled down if they did not find interest in your products or your short term solution. In this case, it is better to reduce the commercial pressure and try long term with educational and specific content on practical cases, examples of use.
In addition, a high rate of non-interested people is often the sign of a defect in the customer journey between the opt-in and the presentation or handling of your solution … the wow effect is always more fun.
6. Enhance customer relationships to promote retention
“Customer retention” is paramount and yet it is a task that makes it easy to retain customers and close deals. To do this, we find the usual email scenarios to ask for feedback and offer interviews for training.
The good tip in B2B is to automate the sending of mailings to take news at key periods in the handling of a solution or service. Thus, we offer, without wasting time, partially automated customer relationship management and monitoring. The challenge is not to sign new deals, but rather to make sure to resign existing customers.
7. Compare solutions and find the right partner
From € 10 / month to several thousand, Marketing Automation is generally affordable if you have the necessary equipment. Exit Pardot (a real gas plant), Marketo (expensive and which does not do CRM), and Hubpsot (extremely expensive), I recommend ActiveCampaign for its very advanced and rather accessible functionalities.
If you want to compare the solutions of the sector, do not hesitate to find these benchmarks of tools for SMEs and Large Accounts.