IF YOU’RE NOT taking advantage of sales and marketing automation, you’re missing out on a toolset that can make your marketing and selling activities more effective and efficient.
Marketing and sales automation are the use of technology to automate marketing and selling tasks, using customer journeys and data for heightened relevance.
The most effective tools for marketing and sales automation are CRM systems like HubSpot and Keap. Here is an example of an automated marketing and sales workflow.
TRIGGER: A visitor submits a form asking to be added to your email marketing list or requesting to download an e-book about building a jewelry wardrobe.
ACTION: The visitor’s information is checked against the CRM database. If this is a contact that has been identified as a high-net-worth (HNW) prospect, the contact is delivered to a salesperson for follow-up.
ACTION: If the visitor has not been identified as a HNW prospect, the request is fulfilled and the visitor is added to an email drip campaign that delivers three introductory emails over the next two weeks.
ACTION: The visitor is added to a retargeting campaign that displays targeted ads to them across social media and news feeds.
ACTION: Following the introductory campaign, the visitor is added to a nurturing campaign that delivers relevant content and offers to them for the next four months.
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TRIGGER: The visitor opens an email from the drip campaign.
ACTION: The visitor’s lead score is increased, indicating a higher level of interest.
ACTION: When a lead score reaches a pre-determined value, the lead is assigned as a task to a salesperson to follow up personally.
ACTION: The visitor is added to a sales follow-up campaign that includes a series of emails and phone calls from a sales representative. The emails include a meeting link to book a private consultation.
TRIGGER: The visitor schedules a consultation.
ACTION: The visitor’s lead score is increased, indicating a higher likelihood of conversion.
TRIGGER: The visitor places an order following the consultation.
ACTION: The visitor is added to a customer onboarding campaign that delivers helpful resources.
ACTION: An email is sent at 14 days post-purchase asking the customer if they are satisfied and requesting that they provide a testimonial.
TRIGGER: A testimonial is provided by the new client.
ACTION: The testimonial is automatically fed to both Google and Facebook, while simultaneously being queued for display on the website.
As you can see, the system handles repetitive tasks that would have otherwise been done by a human. Automation systems can track, respond to, and score volumes of individual transactions in a way that store personnel do not have time (or will not remember) to do.
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