It is not uncommon to find within companies the thought that marketing strategies will only contribute to indicators of the area itself, such as placement on the front pages of Google, increased traffic to the site, clicks, followers on social networks, etc. This is a reality present in many businesses. But these are just metrics of vanity, and do not really present many effective results for the company as a whole.
In Inbound Marketing, however, the proposal is different. The main goal is to generate real opportunities for sales. Already marketing automation is intended to facilitate the process and make it intelligent and scalable. So, the gains hit the whole company. We have brought together some cases from technology companies showing what surprises these businesses encountered when they started using this strategy. Check out:
1. Automation of the pre-sales process
Marketing automation can be used in a variety of ways in favor of a company. We have already shown on the blog here the possibilities of using automation in the after-sales of the business, for example. But Moblee, a company that develops applications for events, has gone an even different route. Through this strategy, the pre-sales team was able to gain scale and efficiency in approaching. More productively, the team reaches the right Leads at the right time and in a more effective and direct way.
When they realize that a particular Lead is not yet sufficiently prepared to complete the purchase, the seller adds that prospect into a specific flow for that moment. Thus, the pre-sales team can nurture (automatedly) this Lead until it is more susceptible to closure. As a result, the qualification rates increase considerably while there is also a decrease in team effort.
2. Agility in the sales process
As it reduces manual touches, agility throughout the process-from marketing to sales-is another big gain for businesses that use automation. The required internal notifications and coordination become much more efficient. Creating tags, marking a lead as an opportunity, and assigning a salesperson as the "owner" of that contact are some of the actions that accelerate the approach and thus the closure. The integration of marketing automation tools with CRM also further streamlines the process.
The Super logical, a company with a management system for niche markets offers trial of their software. Prior to working with Inbound Marketing fully, the only automations they had were sending in a welcome email as soon as the Lead started the test and another when the trial period came to an end. This made the company a long and expensive process. Now, with well-structured automation flows, the organization can optimize the closing time of the sale, which is crucial for a business that has an average ticket, as is the case.
3. Progressive results with reduced effort
Many businesses do not realize that Inbound Marketing really works like a machine, which needs a bigger boost at first, but that once it's up and running, the bigger job is in keeping and making adjustments. The Convenia, a company that provides a platform of human resources, was surprised to see that the generated content brings cumulative results.
Even the materials produced years ago continue to bring good results in generating leads for the company. And each content produced the more delivery more result. Thus, the business managed to increase by more than 50 times the volume of visits and, consequently, of Leads. The CAC (cost of acquisition) also fell considerably: from R $ 8,000 to R $ 4,000. "This cumulative turns out to be an exponential growth curve. And in the long run, it increases disproportionately to the size of your effort, "says CEO of Convenia, Marcelo Furtado.
Posted on May 28, 2018 at 01:29 PM