Marketing automation is like a swiss army knife: there’s a bunch of tools in it that can come in handy for all kinds of things (and if you’re like me, then you’ve wanted a swiss army knife for exactly that reason since you were a kid). And one of those handy things you can use it for – marketing automation that is, not the swiss army knife – is creating a better email marketing strategy.
So let’s take it from the top: we know how important email marketing is – it’s still one of the main ways that B2B marketers communicate with their buyers, but it can be even more than that. Email marketing encompasses techniques like Lead Nurturing, which just happens to be one of those swiss army knife tools that marketing automation is really good at. Let’s take a look at just how it can help you connect with your buyers and build some strong relationships with your customers.
Use your lead nurturing campaigns to personalize
We talk a lot about lead nurturing, because it’s best practice: whether you’re reviving cold leads (why not?) or putting forward your unique value proposition (in a competitive situation for example), lead nurturing lets you zero in on the specific needs of different groups of prospects. Marketing automation automates the process of assigning your leads to nurture campaigns based on the actions they take with your emails. But the best thing about it is the way that it allows you to segment your list and really dig in and personalize the next batch of emails you send to each group. Take your current customers for example. If they’re brand spanking new they might be on a nurture campaign that’s aimed at onboarding them into your ecosystem. But what about older customers? The ones who have been onboarded, but could be sold on another product or two? What about the ones who might be in danger of attriting to a competitor or those who want more features? These groups have radically different needs, even though they all come under the ‘current customer’ heading. Building a lead nurturing campaign with marketing automation means that you’ll be able to set up inside triggers that will help you not only identify these mini-segments, but also market directly to them.
Say you set up a nurture for current customers meant to keep your newest product offerings top of mind. The ones that engage can be automatically moved further into the nurture with the goal of eventually upselling them on your new product. But the ones that don’t, or that click through only after a long while can be separated off into a segment for more targeted, industry specific content and success stories.
Curate Your Content
One of the key parts of a good email marketing strategy is content. Most marketers will have a library of content – some new some old – that you can rely on for fueling your campaigns, and you can use your marketing automation platform to curate that content for your audience. Variable Content is a way to display different assets for different segments of your target audience. Net-new prospects might see thought leadership articles and a blog posts on your homepage, while return visitors might see some product highlights and demo videos.
Track Your Success
Data analytics is now part and parcel of marketing. Marketers have so much data that it’s impossible to ignore, and the scale just keeps growing. Managing, securing, and understanding what it all means can make the difference between being able to keep up with buyers and staying one step ahead of customer evangelists. Marketing automation has a number of built in tracking features that give you insight not only into the health of your campaigns, but also any areas where potential bottlenecks might occur. For example, if you’re building out a nurture campaign, you can test the entire thing to see if your leads are being accurately funneled into the appropriate nurtures, and make sure that none disappear down the ‘did not respond’ black hole.
Wanna learn more about how marketing automation can help you create killer email marketing? Join us for our webinar presentation “5 Habits for a Purposeful Email Marketing Strategy Using Automation” on January 17.