Ch. 3: How to use marketing automation tools
Automate your email.
Set a drip marketing automation program.
Think of it as regular care for a garden, with each plant — or customer — getting exactly what they need to thrive over time.
Integrate marketing automation with CRM.
- Tailor your messaging. Speaking of data, flowing information from automated marketing to CRM lets you arm your sales teams with detailed behavioural profiles on prospects. Now they can tailor pitches and build the kind of individual relationships that win deals.
- Nurture leads throughout the journey. When marketing and sales work together, leads who aren’t yet ready to buy don’t slip through the cracks — they’re nurtured until they’re ready to make deals.
- Customise messages to grab their attention. That behavioural data we already talked about? It keeps coming in handy. Leverage what you learn about prospects to send targeted messages, personalised to what they’re interested in, and where they are in the buying cycle.
- Highlight campaigns that move the needle. When you tie a marketing automation system to CRM, you can map closed deals back to the campaigns that created them. From there it’s a breeze to pinpoint the marketing campaigns that impact revenue, and plan future strategies and spends accordingly.