Automation equips organizations with a powerful ability to track and score buyer behavior, and use the information to deliver relevant messaging to the right person at the right time – nurturing leads throughout the buying cycle to convert them into sales more efficiently than ever. Used correctly, the technology can save marketing departments significant dollars, as well as free up more time for people to focus on strategy versus managing processes. In fact, the opportunities to understand and manage leads using technology are not yet fully realized by leading experts in the field.
Unfortunately, because of a lack of best practice skills and resources, only 25% of organizations that have purchased marketing automation are using it to the fullest. The rest have a glorified email platform – they are using automation the same way they use email, failing to build-in the scoring and creative templates, and trigger-based programs to truly automate their programs.
Only 25% of organizations that have purchased marketing automation are using it to the fullest.
Here are just two potential problems, identified by Eloqua, that occur when strategy is not leveraged ideally in automation technologies:
PROBLEM
While targeted auto-responder emails produce great results, roughly 15% to 20% of new leads each quarter receive no communications in the first 60 days outside of the auto-responder. This happens when list pulls don't account for new leads, but focus on specific profile information.
SOLUTION
A program that targets new leads that don't receive a marketing communication in the current segmentation strategy (which can generate 10% to 15% more new leads).
A program that targets new leads that don't receive a marketing communication in the current segmentation strategy (which can generate 10% to 15% more new leads).
PROBLEM
Due to complications in field data, many organizations do not include named account lists in their scoring program. However these lists, which involve thousands of prospects, are potentially top quality leads.
SOLUTION
Solution Applying data tools and complex deduplication to ensure the lists are included. Also making a point to route these leads directly to field sales.
Solution Applying data tools and complex deduplication to ensure the lists are included. Also making a point to route these leads directly to field sales.
As Eloqua certified partners, LIFT is an expert in automation solutions – from choosing the right marketing automation platform, taking an existing platform to the next level, to applying automation techniques and communications with the best timing and life-cycle relevance to manage leads and close more sales. Our services contribute to leveraging your automation platform to the fullest:
- Data Mining
- Market Research
- Internal and Market Factor Profiles
- Relative Targeting
- Persona Profiles
- Buyer Journey Mapping
- Messaging Strategy
- Offer Strategy
- Tactics and Touch Strategy
- Information Collection Strategy
- Nurture Leads
- Thought Leadership
- Interactive Content
- Calculators and Sales Tools
- Automate Marketing