One of the biggest marketing challenges brands face today is lead engagement. This is especially true of brands that sell high-consideration goods and services through dealer or retail channels, as they have little to no direct control over the sales force selling their products or services. However, what brands in this space can do to influence purchase behavior is implement a lead nurturing strategy.
Whether it’s marketing automation or any other technology platform, buy-in from your peers is one of the biggest obstacles you will have to overcome. As a savvy marketer, you are likely aware of all the benefits of marketing automation, but the individuals writing the check may not completely understand the need for the technology or how it can impact the bottom line.
With almost two decades in the technology space, we have heard every objection, question, and comment about marketing automation. So to help you on your journey to implementation, we have compiled a list of the most common questions you will get along the way – and how you should address them.
With an estimated 30% of budgets being dedicated to marketing events, and almost 40% of marketers admitting they don’t have a process for measuring an event’s ROI, it’s proving harder to defend the “Events” line item each budget season.
But what if we told you that we can help solve critical lead engagement and ROI measurement issues by seamlessly integrating digital strategies, event lead management, and marketing automation?
Do you need more or better leads? Most sales organizations would answer “both!” Unfortunately, the lead sources and lead types that generate the most leads don’t necessarily produce the highest quality leads. For the purposes of this discussion, let’s assume leads that produce the highest close rates are the highest quality leads, and leads that generate the most unique prospects are high quantity leads.
Lead management in the manufacturing industry comes with its own unique challenges. If you’re a marketing or sales executive in this space, you understand how difficult it is to ensure your dealers are following-up with the leads you provide and nurturing them to a sale. Unfortunately, statistics show that 44% of salespeople give up on a prospect after the first follow-up, while 80% of new sales require at least five follow-up calls before making a decision. These common lead management/follow-up issues can be solved through education and sales training programs, but it’s not the only tactic you should rely on. If you implement these simple lead management strategies at the brand level, you will start to see immediate improvement in your sales process.
By now, you have probably read countless articles about the importance of content marketing and the role it should play in your marketing strategy. And if you’re like a lot of brands, you may not have a formal content marketing strategy in place or know where to start. In fact, according to research from the Content Marketing Institute, only 30% of marketers think their organizations are effective at content marketing and only 18% had a formal document outlining their content marketing plan.
Email is the most common way to nurture leads, mainly because you can fully automate, customize, and segment your emails so that they are as relevant as possible. If you’re using email for lead nurturing, you probably already have information about certain characteristics and behaviors of your prospects; therefore, you should develop content that marries well with what their interests are at different points in the buying cycle, or based on what got them on the list in the first place.
That’s right! Recent studies have shown that increasing customer satisfaction and retention rates by 5%, can help increase profits by 25% to 95%. And if you think these numbers are a stretch, just ask our clients how they have increased sales and brand loyalty with our proven marketing automation and customer satisfaction measurement platform, Aimbase.