Marketing has had a long history in the business world. From the early days in ancient Roman times with vendors yelling out to the passing crowd to hawk their wares to the age of the newspaper, radio, and television that populated the landscape in the 1970s and 1980s, marketing has enjoyed a long run with many breakthroughs at certain times.
We are now in the age of a new breakthrough in marketing and that is sales marketing automation. Automation has changed the game along with digital marketing and email marketing. There are still a few holdouts using radio and television advertising and both mediums have its place, but those numbers will dwindle in the coming years with everyone being glued to their smartphones and other devices.
How marketing automation helps to improve your account-based strategy
Here, we will look at five ways that marketing automation can improve your account-based strategy in business.
Implementation of AI
AI or Artificial Intelligence is the backbone of most automation tools in marketing. There are a variety of different ways that AI can help your strategy. You can use chatbots to send out text messages to your client base to gauge the response to a new product or a product they have just purchased. You can also use the chatbot to gauge customer satisfaction and get instant personal feedback on your CX Rating from one of your clients. Salesforce ran a poll on CRM platforms, and they got some amazing results, platforms can spike lead conversions by 30% and spike the ratings of satisfied clients up to 35%. Those numbers can’t be ignored and utilizing AI is an important part of that ABM puzzle.
Automation isn’t foolproof nor is it perfect, there will be times when you need to make a change. You always must be in control of the ship at all costs. Being the captain means that you need to constantly oversee all parameters of your ABM strategy. Don’t be afraid to make a change if something is not working the way it should. The most important thing here is something not everything, just change one facet of the puzzle and see if that helps get things back on track. Changing things in this fashion can pinpoint where your bottleneck is in your automated funnel.
It is a good idea to place tags on your accounts via automation, this way groups of clients can be placed together. This helps your marketing aims and fine tunes them to market certain products to certain groups that are tagged together. All of this can be done with certain automation tools that are out there.
For Instance: Peter, Paul, Mary, and Steve all like your product. You will be releasing a new product next week and you need to market to these four of your intentions. Peter and Paul are regular consumers. Steve works for a school and can be swayed into purchasing several of this product for the rest of his co-workers. Mary has bought multiples of your last product and will most likely do so with this new one.
If you have set up the automation to tag accounts accordingly, you will have Peter and Paul in one tag, Steve in a unique tag marked as “warm lead for multiples,” and Mary will be tagged as an “enterprise client” who will purchase multiples of your product. Your emails will all be adjusted and personalized accordingly to each regular client and prospective client.
This is just streamlining marketing operations 101 and is quite simple to implement. This is one of the easiest and most productive ways to improve your ABM strategy. Check every single facet of your ABM marketing campaign, go over it with a fine-tooth comb. Is there anything in the process that can be automated? If there is, implement automation. The process is sped up by getting the word out and it lessens the amount of physical work (making calls, writing the copy, sending the emails, etc.) that you must do. Why go through all that stuff when you don’t have to?
This ties in with email personalization that was mentioned earlier in tagging accounts. Everybody wants to feel special. You can personalize your emails and tie this in with your website accompanied with links and custom landing pages from your emails. If a client likes your pitch and clicks on the link within the email, it will send them to a personalized page with content personalized for them to increase your chances of success. Personalized content is one of the best marketing automation tools out there.
All these suggestions can really kickstart your business into utilizing automation within your marketing campaigns. You don’t want to lose out on increased sales and leads, higher customer satisfaction, and fewer headaches along the way. Make the switch to these marketing automation strategies today and watch the positive effects it will have on your business.