Marketing Automation

            Companies always ask their marketing teams to be superhuman, but even with their extreme efforts; there are practical limitations to human capacity.  Hence, a little assistance like marketing automation is essential. Marketing automation tool for workflows set-up can give increase membership conversion efforts which are an exponential lift. According to Griffith, ‘marketing automation makes marketing team set up winning workflows that function around the clock in nurturing leads as well as retaining members’(Griffith 2013).  Is this not a good way to make marketing teams enjoy their weekends?

What does Marketing Automation Mean?

            According to LeSueur, ‘marketing automation goes beyond the myth of setting up some workflows and conversions starts to roll in’ (LeSueur 2007). Marketing Automation encompasses healthy-sized database, steady leads stream coming in as well as real processes that already convert leads into new members. Automated workflows help in customizing nurturing on a granular basis. The workflows end up sending customized and relevant email for every lead that meets predefined criteria.

Some Workflows

New prospects

            These are visitors who have just provided you with their email address, and they are now in your company database.  In this case, they shared their email address as a way of accessing the business interactive annual report. Here, one has set up workflows that trigger different email series based on the section of the report they take most of their time viewing. From this point, one can further entrench their interest into the association.  This could include a quick thank-you email with a link to reports or videos that go in-depth on one of the section's issues.

The longtime prospect that has not joined:

            This can be a goldmine of new members. For these prospects, there is always need to score them based on all their digital information available. This separates the candidates that are hot leads not to ignore any further. An automated workflow for the longtime prospect that has not joined can include, an email with a short survey requesting feedback concerning the event. Those who respond get a quick thank-you email with a link to an upcoming event. On the other hand, those who fail to respond can receive a second email requesting for feedback some days later.

Lapsed members

            These are prospects who you want them back! The potential workflow lapsed members can include the first email as a direct CTA to revive with some "hi, don't miss out; you may not have renewed your copy’. Those who don’t renew off the email can get a second email with some information about the program in which they benefited from while a member. According to Cummings and Blitzer, ‘the greatest benefits of marketing automation include 24/7 marketing operation’ (Cummings, Blitzer 2010). Apart from this, there is always a pool of data on what works and what doesn't after a while. Prior initiation of automated workflow, it 's nice to identify benchmarks for how the emails perform membership conversion numbers as well as other metrics.  Huge email volume to send out provides enough results for higher level of engagement as well as conversion metrics than starting a baseline. Currently, there some new, automation-related metrics one must begin to track like which trigger criteria are more useful when compared to others regarding eliciting conversions. Have you included mobile content access in the criteria, but it is not hitting the engagement goals? Maybe mobile access was a mere starting point, and there is need to review past behavior.

            Marketing Automation goes this way. With all inbound digital metric opportunities, there is always need to clarify the parameters which are highly valuable to the company. This will keep the organization driving towards optimizing the database as well as improving lead-to-membership conversion. 

References

Cummings, David, and Adam Blitzer. Think Outside the Inbox: B2b Marketing Automation        Guide. Atlanta: Leigh Walker Books, 2010. Print.

Griffith, Ben. Marketing Automation with Eloqua. Packt Publishing, 2013. Internet resource.

LeSueur, Jeff. Marketing Automation: Practical Steps to More Effective Direct Marketing.           Hoboken, N.J: John Wiley & Sons, 2007. Internet resource.

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in custom nursing papers if you need a similar paper you can place your order from custom nursing essay.