Once we’ve identified how customer relationships have grown, we can help facilitate new relationships faster, and help existing relationships grow deeper and stronger. In the previous post, we explored how marketers can harness big data through marketing automation.
In simple terms, marketing automation is the building of automated marketing (like direct mail, email marketing and targeted media) that follows simple logic systems. If a user fits certain criteria, they receive certain information at certain times.
If user X has this history and clicks prompt A, send them email B. If user X clicks prompt C, send them email D. The user, your target customer, is provided information they find helpful, and all they have to do to get it is to answer a few questions.
At each step, users are provided with an incentive, but to get it, they must answer a few simple questions. For example, the incentive might be a downloadable PDF on “10 Steps to Maximize your 401k.” The user needs to answer three quick questions to get this download, and they might be: “What is your target retirement age?” “How much money do you think you will need to retire?” and “Do you have retirement plans in place in addition to your 401k?”
By collecting this data, we’re able to locate where prospective customers might be on the buying cycle, and what specific information they might need to move from learner to shopper, or shopper to buyer.
Through marketing automation, we can identify qualified leads quicker, or help make them more qualified, so when it is time to engage them in a sales capacity, we have a much higher success rate. We’re able to better see and control our return on investment, as well as forecast our sales and marketing activity.
Check back next week to learn how marketing automation and big data can fit into your current marketing plan.