Technologically sophisticated. Powerful. Precise. Just plain cool. No, we aren’t talking about laser technology, although we could be; we’re talking about data enhancement.
While self-reported data and behavioral analytics can tell you a lot about your prospects, you can learn more. No matter how well you know them, you always benefit from knowing your customers a little bit better. Continue reading
We were going to share some insights about how marketing automation helps you target leads, but we decided instead to take a closer look at that approach. It’s true that a MARKETING AI® will pinpoint your VIP leads – you can read all about that in our other article this week – but it can do much more. Rather than think in terms of targeting, let’s take a look at marketing automation from the other side of the fence and see how it looks from a lead’s viewpoint.
We respond to brands and businesses that speak our language and truly seem to “get” us. Some B2B companies assume that only matters in consumer contexts, but it’s as true for software solutions as it is for sodas – people care about businesses that make it clear they care about their customers. To care about them, you first have to know more about your leads, and developing buyer personas with your MARKETING AI is an excellent starting point for greater understanding.
Before prospects can think about buying a solution, they first need to know enough about the problem they’re trying to solve. What can you do to help them see it more clearly? You might offer a troubleshooting guide or quiz to guide them to a greater understanding of the scope of the problem. Along the way, you can also introduce the possibility of solutions, but your primary goal is to educate. Marketing automation can carry a lead from initial recognition to in-depth self-assessment tools that provide detailed solutions.
Your leads trust you to educate them, but if you give them irrelevant information or over-promise on content, that faith in you can quickly fade. Clickbait articles are enjoyable in some contexts, and it’s fine if you have a little fun with the concept as we did in this clickbait-themed post, but your content should always respect your leads’ time. Marketing automation helps you supply leads with relevant content by using contextual cues to show you what they find interesting.
If you’ve ever gotten a discount offer days after making a purchase or felt the press of an insistent sales pitch within seconds of visiting a site, you understand the importance of timing. Behavioral feedback, buying history, and preference pages are important signals leads send about where they are in their buying journey, but it’s not possible to track all these signs manually. Here’s where a MARKETING AI shines, allowing you to anticipate what your prospects need and react to them in real time.
Leads want to feel catered to, not targeted. Marketing automation offers a way to satisfy their needs while also meeting your lead gen, conversion, and revenue goals. Your prospects will tell you when your customer-focused approach is working via increased sales and referrals. Your MARKETING AI will also let you know through detailed analytics. It’s the ideal fusion of human insight and machine intelligence combining to give your prospects outstanding service.
© Reach Marketing LLC 2017 All Rights Reserved.
Plenty of dogs chase cars, but they don’t know why and wouldn’t know what to do with a car if they managed to catch one. Most B2B businesses understand they need prospect and customer data, but once they gather it, they aren’t sure how to organize or optimize it. It sits on a little-used database, or maybe it gets spread out over a series of siloed systems, but it doesn’t generate the insight they were hoping to find. Continue reading
Knowledgeable and tech-savvy, marketing professionals represent a unique challenge. To get their attention, marketers must offer the most relevant and motivating messages. With the ReachBase Marketing Professionals Mailing List, you have the tools you need to connect with CMOs, corporate image consultants, advertisers, content creators, and other marketing and communications decision-makers. Continue reading
All customers are important to your business, but some are absolutely mission-critical. They’re the 20 percent who comprise 80 percent of your business, the clients who affect your organization at an enterprise level. You know who they are now – but do you know who the next one is? Continue reading
Custom-built components are an essential part of a host of industries from aerospace to food processing. For more than 40 years, engineers and manufacturers have attended Design-2-Part trade shows to see the design capabilities of custom builders, forging connections with the engineers and fabricators who make their work possible. Continue reading
Discussions about marketing theory are fascinating, but translating them into reality is what matters most for your bottom line. Lead generation is only part of the story; you also need to convert those leads eventually. Because this week’s all about applied knowledge, we’re focused on how you can take quick, direct action to increase your lead gen ROI. Continue reading
It’s no secret that buyers are becoming more mobile, but not every business is able to keep up. While retailers are quick to keep pace with their customer base, B2B companies have historically been less agile. A longer sales cycle, less impulse spending, and a narrow but deep market has made it possible for them to adopt mobile-first marketing at a slower rate, but that window is closing. Continue reading
Marketing automation’s power is huge – so huge that without some direction, the technology can become overwhelming without guidance. It’s why we refer to technology this sophisticated as MARKETING AI® – a system that transcends data input and output to deliver real insights. Translating theoretical knowledge of marketing automation into practical applications will keep your automation strategy on track.
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Many businesses think of data enhancement in terms of cost, but they’re looking through the wrong end of the telescope. Improving data quality directly increases revenue by improving relevance, and relevance is key for your customers. They’re besieged with marketing messages – more than a hundred a day for the average executive – and only if you cut through the noise with a strong signal can you gain their attention long enough to earn their business. Continue reading
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