Your prospects’ penchant for digital information keeps them more reclusive and anonymous than many marketers would like. Traditional marketing tools may be great for pushing your message out, but not really helpful at improving your visibility to increase the effectiveness of your marketing processes. It’s great to know that prospects are responding to your content offers, but without the ability to identify, monitor and score their behavior on an individual basis marketers are left in the dark. Beyond that, marketers also need insight into which campaigns, lead sources and content are paying back the biggest dividends on demand generation. After all, accountability is becoming an imperative marketers must deliver to their executive boards. Marketing automation software not only makes executing your marketing processes easier, but improves results through increasing a marketer’s visibility into useful data they can act upon. Some of the ways in which the technology helps includes:
- Identifying anonymous website visitors. Inbound lead generation is proving a valuable way to attract prospects to your company. The issue is in knowing just who you’re attracting so that you can proactively follow up. With anonymous web visitor ID you can see click paths and identify the company associated with a website visitor. Then use Jigsaw, LinkedIn or another resource to quickly identify contacts who may be interested in learning more about the value your company offers.
- Tracking individual prospect behaviors. Marketing automation software also provides the ability to narrow your focus to the behavior of an individual prospect and identify the campaigns they’ve responded to, the number of times they’ve visited your website and their click path details. Armed with this information you can separate the random “tire kickers” from the prospects expressing sustained interest in solving a specific problem. [Provided you’ve developed the right content.]
- Compiling lead behavior and demographic information into one profile. Lead scoring is a tool that all B2B marketers should have in their arsenal. The beauty of a lead scoring model is that it enables you to create profiles that measure fit, interest and depreciation. Accessing all the information about the lead’s demographics, activity and recency means that marketers can see when a lead is sales-ready based on the universal lead description they’ve agreed to with the sales team. No more hunting through a variety of databases or relying on gut instinct when trying to prioritize leads for sales pursuit.
- Assessing the overall ROI of marketing programs. One of the biggest issues for marketers is proving that their campaigns deliver a return on investment. With an ROI matrix built into your marketing automation system, you can immediately identify which marketing programs are paying off for you and which are falling flat with your prospects and should be replaced. The best thing is that marketers can do this as their programs roll out, not the quarter after the campaign has ended. This means that changes can be made more dynamically, in response to prospect behavior, optimizing your budget on campaigns that produce the highest results.
Visibility is necessary to address the needs of prospects choosing to self-educate and hold salespeople at arm’s length until they’re ready for a sales conversation. With the right technology, marketers can become more responsive to prospects and reduce the leakage from the funnel that will happen without the capability to see and assess the meaning of virtual behavior over time.