Selling high-value B2B products and services isn’t quick or easy. Deals typically involve multiple decision-makers and influencers, and can take many months (or even years) to close. Marketing Automation plays an important role in addressing this challenge.
Watch LavaBox's marketing automation presentation, filmed at the Auckland Salesforce user group. LavaBox's Managing Director, Justin Lanigan explains how to align marketing and sales to create better buying experiences.
Lead nurturing empowers marketers to craft tailored content journeys that take prospects down different routes based on their actions (like clicking through on email links) or data profile in Salesforce (like their lead score or industry vertical).
These campaigns deliver content that supports the sales process and influence prospects throughout the customer journey. Below are five lead nurturing campaigns that help move prospects from "new lead" through to "contract signed."
Beginning the journey towards implementing marketing automation technology is exciting and, as with all things new, contains a few unknowns. Here at LavaBox we've been around the Pardot block a few times and have some useful suggestions to help you plan for your implementation.
There's a tendency to think the only use case for marketing automation is at the front of the sales funnel. In reality, marketing automation can become the glue that ties the entire customer journey together. From lead generation and nurturing, through to re-engagement, solution selection, customer onboarding, and proactive account service.
Let's take high level look at how marketing automation can enhance the customer experience and drive revenue throughout the customer lifecycle:
Cold calling doesn’t work too well with complex sales for a few reasons. First, you have to get lucky - calling a prospect who actually cares about the problem you’re trying to solve at the moment you’ve contacted them. Second, you have to educate them - around who you are, the problem they have and how you’re uniquely positioned to help them solve it. Third, you have limited time - they didn’t ask for the call, and understanding your complex proposition probably isn’t on their list of priorities that day.