5 Signs You Are Ready For Marketing Automation
On October 3rd, we had our Marketing Reboot webinar where we took a deep dive into Email vs. Marketing Automation.
Thank you to everyone who participated in this webinar. Below is the video recording, slide deck, and Q&A.
- An Intro to Email vs. Marketing Automation
- 5 Signs You Have Outgrown Simple Email Platform
- The Future of Marketing Automation
Questions & Answers
- Q: How can I slowly learn more about the people that visit my website without inundating them with multiple questions at once?
A: Progressive profiling helps you gradually learn more about your leads while keeping conversion rates high. It’s done through dynamic forms that present questions incrementally over time based on the person’s past actions and what’s already known about them.
If you already know a prospect’s name and email address, there’s no need to collect it twice - Act-On allows you to serve new form fields dynamically based on the information you’ve already collected. Using progressive profiling has a lot of benefits. By asking questions slowly and progressively, leads aren’t turned off by the amount of information they’re asked to provide, they stay engaged with your content longer, and you gain the intelligence you need to help serve their needs and move them through the sales funnel.
- Q: I’m currently pushing my company to make the switch from Email to a Marketing Automation solution, but I’m not sure if we are ready yet. How do I know ‘when’?
A: We’d recommend taking a look at your organization and your marketing practices, and consider the following key things:
1. Are you able to know which of your marketing campaigns are most effective?
2. Is your sales team complaining about the quality of leads that are coming in?
3. Is your marketing team struggling to find the bandwidth due to manual practices?
The measurability and efficiency that marketing automation will provide to your team will help address these issues.
Q: You mentioned using marketing automation to target prospects and to communicate with existing clients - how would you be able to have unique lead scoring with two very different target audiences?
A: With Act-On you have the ability to utilize multiple score sheets and maintain separate scoring rules for different audience segments within those multiple score sheets.
You don’t need to build a “one-size-fits-all” scoring program. This gives you the flexibility to run different scoring rules for different personas, buyer types, or, in your case, customers and prospects.