A lead source is basically the source via which your prospects have found your product or services. This information is crucial for lead management and also aids in measuring the buyer’s journey. By doing so, you will identify what works for your marketing strategy and what is not.
Sometimes, starting with lead optimization, may work for you when you implement your marketing automation platform. Even so, you can always try something different. Identify the channels that drive a lot of leads. It will help you lead positioning, categorize, simplify, and identify insight into what you want to do with lead effects.
SaaS companies focus a lot on attracting customers either by providing free trial sign-ups or with content marketing. It will indeed bring a large inflow of leads but have you thought anything about how to ensure that every interaction with the lead has a positive impact on him and moves him to the next stage? It is time you think about the overlooked subject- customer activation!
Without activation, all the above becomes nothing because activation is an unignorable metric.
Customer activation rate is a crucial metric for all SaaS companies. This metric measures the number of users that take a particular action to get value out of the company’s product. If you consider Twitter, the action may involve sending two or more tweets or following six other accounts.
According to a case study, an academic medical center wanted to increase customer activation to effectively engage more patients in their healthcare portal. LionShare designed an automated marketing campaign based on the weekly data feed of recent patient visits. They printed and mailed a direct mail piece with variable printing that included personalized instructions for signing up, including each patient’s access code and their medical record number so they could easily activate their account. They mailed Consecutive communications to those who did not activate their portal after a 90-days.
According to Gartner’s report on marketing budget 2017-2018, CMOs have allocated 9.2% of marketing budget to marketing analytics. While the overall marketing budget analysis has slipped to 11.3% in 2017 (up from 12.1% in 2016), marketing analytics will apparently have the largest spend in the coming days. This is a pointer that heavy marketing budget in previous years has come to put heavy expectations as well, few of which are still pending; as pointed out by Ewan McIntyre, research director, Gartner for Marketers.
The same Gartner report has also revealed that this slip in building a marketing budget is a result of marketers over-investing in areas that fail to give measurable results. The only solution is to understand the need of the hour.
If you are developing a marketing budget as percentage of turnover, that your CFO will approve instantly, you will need to sketch out a budget that revolves around your customer.
Marketers have their eyes set on designing the perfect customer activation strategy for those existing customers who trigger repeated sales.
Why? It all goes back to an old adage:20% of your customers are responsible for 80% of your sales. Click To Tweet
Following this statement, you might feel like you are ignoring something- because YOU ARE. You are focusing on that 20% set majorly. For this 20%, your customer activation strategy must be prim and proper. The remaining 80% will continue to dwindle between “I need the pro version of this product” and “I can still do with the free version”.
We are surrounded by bots. Whether it is Apple’s Siri or Google’s Voice Search, or even Amazon’s Alexa Echo – we have already forayed into the time when virtual assistants are becoming our regular companions. These bots are getting intelligent day by day, so much that it is posing a different threat to content marketers now.
B2B content marketing strategy has always been dynamic in its approach. Starting with using various ways of writing a content to automatically customizing the content based on user behaviour (using dynamic content), content marketers have come quite far. While content marketers are leveraging the potentials of a marketing automation tool to automate, update, and build customer relationships, automation content bots are playing their best cards to take the limelight.
Marketing automation industry is predicted to touch USD $7.62 billion by 2025. This is not surprising looking at the new marketing automation trends seeping in every day. Marketers are informed about their ideal consumers, and consumers are more informed about what they want. Marketing automation trends have helped marketers to strike the perfect balance between knowing their consumers’ behavioral patterns and giving them what they want in form of digital resources and multichannel engagements.
It takes a lot of effort to stay in sync with the ever-evolving trends. However, looking at the past year and also going by the predictions made for the near future, here are top 5 B2B marketing automation trends that will not fade away anytime soon.
Let us consider a marketer who has an excellent product to market. The traffic rate to his site is overwhelming, and the landing page is breathtaking. But for some reason, the conversion rate keeps falling below his expectations. What can he do? Should he rewrite the entire content? Or should he tweak another landing page? Is it about their design? This is a real struggle for some marketers. They never understand why the landing page is not performing as it ought to. Fortunately, there are few common mistakes about landing pages that one can avoid. These mistakes may be the ones affecting your performance and numbing the rate of conversion. Check out some of the landing page mistakes and their solutions below.
Facebook ad sync can help you improve email campaigns drastically. Seriously.
Consumers are well-informed these days. They make 90% of their decision before they engage with a respective sales rep. Each customer has a unique buyer’s journey. With information sources like social media or a Google search, they land into an in-store or online to make a purchase. Marketers are focusing on getting noticed in between this mad race so that they somehow show up in the search at the right time with the right information by taking part into email campaigns. Taking into account the reviews on the internet and the unique features the product offers for his business, a buyer decides on the purchase.
Many marketers accept that if the leads that are targeted through Facebook ads are the same leads in your Email marketing campaigns, then you are bound to achieve a better overall result. Facebook Marketing and Email Marketing resources are hugely effective. Hence when used in conjunction with each other they encourage further sales.