From Hoping Follow-up Happens
To Knowing Follow-up Happens
If you’re spending money on advertising, generating sales leads and meeting with prospects, you know how costly business development can be. It’s frustrating when your team doesn’t follow-up with the leads you spent so much money attracting.
You need a way to respond quickly and to qualify your leads. Then if people don’t buy right away, you need a way to stay top-of-mind to get them back into your active sales funnel.
Ideally, most of this follow-up is programmed to occur automatically in response to trigger events. To learn more Check out our series of Free Marketing eBooks.
Marketing Automation can be as simple as triggering templated emails in response to form completions. It can also follow very sophisticated, decision logic for months of emails on autopilot.
What’s important is having a means to maximize your return on marketing investments. Automating important follow-up tasks is a great way to improve your customer’s experience, increase ROI and reduce your costs at the same time.
Since everyone’s needs are different, we invite you to contact us to discuss how you’ll benefit from email marketing automation.
Where To Start?
To see if we’re a good fit to work together, complete our Fit Assessment Survey, then contact us to request a free discovery session. We’ll discuss your situation, goals, and constraints. You’ll learn how we work together, what’s involved, and where to start.
Marketing automation is not inherently costly, but it does require considerable effort to envision the system, prepare the content in advance and tie all the pieces together. That’s not to say you can’t do a lot of the work yourself, with coaching and support from us.
You can benefit from marketing automation simply by focusing on your follow-up emails, or you can take it to a whole different level and use it as a way to scale your business, without hiring an army of staff.
As you can imagine, the cost differences will vary between these two extremes. What’s important is you understand what you’re getting into and have a plan to justify the investment. That’s where we start with you; we help you figure it all out before leaping into implementation. If you’re curious and want to learn more, please reach out to us. We’ll help you make an informed choice.
Marketing automation is largely about automating your pre-sales follow-up process (it can be a lot more than that, but that’s the starting point).
There are natural starting points in your pre-sales, sales and support processes such as email signups, new leads from your website or phone, a sale or a customer service/support request, etc. We need to break down what we want to happen to manage each interaction and increase the likelihood of your desired outcome. It requires a systematic approach and a great deal of preparation. It’s similar to the principles of an assembly line where technology helps bring a wild and woolly manual process under control to improve performance, and increase reliability and cost-effectiveness.
We start the marketing automation process by mapping out your manual follow-up process, such as it is. Then we work with you to map out what you want it to be or what it could be, if your people weren’t responsible for it. Once the process objectives are clear, there are usually significant gaps to close before automation can begin. Gaps include preparing templates, developing agreements, creating downloadable content, writing emails as well as getting your systems to talk to one another and / or upgrading or installing new systems such as Infusionsoft, AWeber or any of a number of marketing automation solutions.
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