Matrix Marketing Group
Digital Marketing Agency
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Continue ReadingSaaS Marketing automation can streamline and optimize many marketing tasks and processes. Yet, many SaaS companies are still struggling to pull off a marketing automation strategy.
To help you get started with marketing automation, this article provides answers to the following questions:
After reading this article, you will learn everything you need to build your SaaS marketing automation strategy. So, let’s get started!
As SaaS marketing automation becomes mainstream, many SaaS companies are successfully employing some form of marketing automation.
At the same time, others are struggling to decide whether marketing automation is right for their SaaS software. So, how do you know that marketing automation suits your business?
SaaS marketing automation can be beneficial to any SaaS company or online store regardless of its size or the number of customers. Any SaaS company can employ marketing automation to meet specific goals.
For example, companies struggling to increase conversions can use marketing automation tools to increase conversion rates by delivering more personalized messages via email, push, social media, or direct mail.
And this is only one way to employ marketing automation. So, the real question you should be asking is, “to what extent do I need to employ marketing automation?”
The extent to which your company needs to automate marketing depends on the price of the software you offer, average customer value (ACV), and volume.
The higher your average customer value, the less automation you will need to implement in your SaaS marketing used by SharpSpring.
And vise versa – if you’re a high volume and low price company, you’ll have to implement a lot of marketing automation. Additionally, companies that rely on product-led growth should look into marketing automation tools.
WhatsApp shows us a great example of how a low price and high volume company should implement marketing automation at different stages of the customer life cycle. WhatsApp is the most popular messaging app, with more than 2 billion active users globally.
The company’s immense scope makes it virtually impossible for WhatsApp to convert and retain customers without marketing automation.
Companies that don’t measure customer base in millions, not to say billions, don’t need as much automation as WhatsApp does. Palantir, a secretive big data company, headquartered in Silicon Valley, is a great example.
The company has 2,000 employees and less than 100 customers. With high-value clients like the CIA, FBI, AirBus, JP Morgan Chase, and NSA, you can’t rely heavily on automated marketing. Can you imagine Palantir sending an automated promotional email to someone from the FBI? Obviously not.
Companies like Palantir and WhatsApp teach us that the best marketing automation campaigns result in the perfect balance between personal touch and scalability. So, the extent to which your SaaS should employ marketing automation depends on your scale, average customer value, volume, and price.
If you’re still struggling to decide whether marketing automation is right for your SaaS or not, you can use this survey as a starting point. Assessing these factors will help you figure out whether your business is ready for marketing automation or not.
Now, as you know for sure that your SaaS needs marketing automation, let’s learn about the benefits of automating your marketing efforts.
Increased conversions are arguably the most important benefit of marketing automation. 58% of marketing automation users say conversion rate is the most critical metric to their automation strategy’s performance.
SaaS marketing automation enables content marketing through content personalization. Content personalization means that you can use SaaS marketing automation tools to boost conversion rates by delivering more personalized messages via different communication channels.
Besides increased conversions, marketing automation can bring other benefits to the table. Here’s a list of the marketing automation benefits commonly mentioned by business owners, executives, and marketers:
Studies show that 17% of business owners, executives, and marketers cite increased revenue as one of the most significant marketing automation benefits.
Numbers prove – automation is a valuable asset to your marketing efforts that comes with many benefits. But what exactly do you need to automate to boost your sales conversions by 265X? To help you determine what needs automation, here’s a list of marketing elements and processes that can be automated.
Regardless of which marketing processes you’ve decided to automate, you should consider the following aspects.
Your marketing efforts’ success depends on your ability to deliver the right messages to the right customers at the right time. That’s why customer segmentation is a crucial success factor.
Customer segmentation will tell valuable insights into customer experiences, needs, and pain points so that you can create a more targeted and personalized marketing automation campaign.
Your marketing automation must sync with your customer relationship management (CRM) strategy. Your SaaS marketing automation software means that all of your automation activities (such as emails sent to prospective customers) should be integrated with your CRM.
Sharing relevant content with your audience is an essential part of SaaS marketing automation. While automation is responsible for the technical part, the quality of the content produced depends entirely on your marketing team.
That’s why you have to focus on the value you can offer to your customers. Here are some add-value content ideas to help you get started:
All of your content must be well-written. It must be inviting and interesting enough for users to continue engaging with your brand. Also, your content pieces should be correct and contain no grammar mistakes.
You can use the professional writing service’s help, like Essay Tigers, or check your copies with grammar checkers, like Grammarly. Either way, the quality of the content you produce must be your top priority.
Ensure that the SaaS marketing automation platform you choose offers resources for you to analyze customer data. Data analysis is paramount as it allows you to understand your customers better and evaluate your performance.
In the next section, we’ll discuss which metrics you can use to evaluate your marketing automation strategy’s performance during each stage of the customer life cycle funnel.
Now, as you’ve covered the basics, let’s dig deeper into how you can design your marketing automation strategy. Note that the following step-by-step guide is focused on marketing automation concerning the customer lifecycle journey.
Lifecycle funnel refers to your prospects’ process to become your customers, from the first touchpoint to churning or becoming loyal customers. The lifecycle funnel is typically broken down into multiple stages, like so:
Each SaaS has its unique customer, lifecycle funnel. Your customer lifecycle doesn’t necessarily have to be the AIDA (Awareness, Interest, Desire, Action). Your lifecycle will depend on the customer touchpoints and your product.
AARRR (Acquisition, Activation, Retention, Referral, Revenue) is a well-known lifecycle funnel model created by Dave McClure, a Silicon Valley-based entrepreneur, angel investor, and founder of 500 Startups.
McClure’s model is perfect for SaaS startups as it allows you to effectively measure your company’s growth while at the same time evaluating customer engagement.
Here is an excellent visualization of McClure’s AARRR framework.
Even though the AARRR framework is widely accepted in the SaaS world, other life cycle funnels can better match your company. Here are just a few examples:
Sometimes, you will need to create different lifecycle funnels for different customer personas. The best way to approach this is by starting with your primary customer persona or the most familiar persona.
After you’ve identified the lifecycle funnel relevant to your business, the next step is defining the metrics you’ll be tracking at each stage of the funnel.
Different metrics are corresponding to each stage of the lifecycle funnel. Every metric is vital as it helps you measure your performance and ensure your marketing automation campaign’s best results.
Let’s take a look at this example of the AIDA lifecycle funnel with relevant metrics for each stage.
Sometimes, your marketing automation campaign will require monitoring additional metrics. That’s why you shouldn’t limit yourself by the metrics you’ve chosen for your lifecycle funnel. You may consider keeping an eye on this additional KPIs:
After you’ve identified the lifecycle funnel and metrics relevant to your SaaS, the next step is mapping the customer journey’s lifecycle. To design an effective marketing automation strategy, you must be able to understand customer experiences altogether.
Mapping out a customer journey within a lifecycle will help you think from the customer perspective. Here’s what your map should include:
Attribute these (and other relevant aspects) to each stage of the customer lifecycle. Here are a few examples of customer journey maps.
Mapping touchpoints, actions, feelings, and goals will help you link customer journeys to your SaaS marketing automation efforts for better optimization.
After you took your time to understand the customer lifecycle funnel and put yourself into your customer shoes, it’s time to build the actual marketing automation workflow.
The first thing you should do is to list or outline the workflow automation you plan on building. At this point, you can even use a pen and paper to outline the fundamental workflows.
You can create marketing automation workflows for everything, from customer onboarding and nurturing to retention and reactivation. There is no single way to outline the automation workflow.
Here are a few marketing automation workflow outlines to help you get started.
Now, let’s take a look at typical marketing automation workflows. Before you continue reading, let’s first define the terms to avoid any confusion.
Each marketing automation workflow has a trigger and an action. Trigger refers to the starting point of the workflow.
For example, a user entering a specific segment can be a trigger. Action refers to your activities once the trigger is activated. For example, sending an email to the users entering a specific segment is an action.
Some flows have a filter. A filter is designed to check whether a user meets specific characteristics or not. For example, you can say that segmenting the audience based on whether they are premium subscribers or not is a filter.
Trigger: A user submits a form and downloads a lead magnet (e.g., white paper, research, eBook, etc.) from your website.
Trigger: A user opened profiling email
Filter: A user checked profiling email and clicked on CTA 1
Action: Tag them (interested in CTA 1)
Filter: A user checked profiling email and clicked on CTA 2
Action: Tag them (interested in CTA 2)
Scenario 3
Filter: A user checked profiling email and clicked on CTA 3
Action: Tag them (interested in CTA 3)
Goal: Expand your user data, segment our audience, and understand customers better
Metrics: email click rate, open email rate
Tools: email & another automation tool of your choice
Trigger: A hot lead showing interest to your product in the live chat on Facebook
Action: Add user to the Facebook audience (hot leads) and use automation to assign a sales representative
Goal: Convert a lead into a paying customer
Metrics: Lead-to-trial conversion rate, customer conversion rate
Tools: Facebook & another automation tool of your choice
Congratulations! Now, you’re ready to execute your SaaS marketing automation strategy to boost sales and conversions!
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SaaS is a software delivery method that allows data to be accessed from any device with an internet connection and a web browser. In this web-based model, software vendors host and maintain the servers, databases, and the code that makes up an application. The cloud-based model is so standard now that more than 60% of software seekers who call Software Advice only want web-based products—less than 2% specifically ask for on-premise software.
A marketing automation platform enables users to design, execute, and automate one or more time-bound marketing workflows (or flows). SharpSpring’s marketing automation software creates a seamless connection between marketing and sales with industry models provided by Matrix Technology Hub.
Small businesses have used CRM software to manage their sales pipeline and convert more sales quicker.
The cloud, which refers to the internet, has given small businesses access to affordable hosted CRM Solutions or lead capture, nurturing, sales, campaign management, monitoring, analytics, technology infrastructure, virtual meetings, and communications with their target
The goal of marketing automation is to ultimately improve the bottom line of your SaaS – increase MRR and CLTV. Customer Success teams will provide better value through the onboarding and up-selling phases to retain more customers and increase average customer lifetime value (CLTV). SaaS marketing automation platforms, like SharpSpring, reduce your operating costs while increase lead conversions and sales.
Get a Demo of the Top Marketing Automation Platform Today!
Marketing events today are mostly web-based because we are in the middle of a pandemic. Marketing teams worldwide are now learning how to use web-based marketing events to bolster their leads and connect with their target audience.
When I was a vice president of CoCreate Software, we used to speculate about one of our attendees. She showed up at every one of our London trade shows. Rain or shine, you can’t depend on Miss Jones.Â
Someone suggested that she was homeless, but regardless, she was our most loyal attendee. She never asked difficult questions, never argued with the presenter, and always appeared interested in our presentation. Of course, she never purchased any software, and she stuffed her pockets full of expensive tradeshow marketing toys, but you can’t have everything.
This type of interaction is one of the few things I missed about doing live events. Almost everything else can now be accomplished over the web. Live marketing events are still valuable, but it’s much tougher to get good results than even a few years ago.
The COVID-19 pandemic has even made it more difficult. There is simply much more competition, and traditional promotional methods alone are often ineffective at filling seats. The internet has changed the way events are run in promoted in several important ways.
The traditional marketing event can work for you if you sell an expensive product. Your product needs a lot of explaining, you need face time with prospects and customers, your competitors are using them effectively, and you have a compelling message.
If you have an executive audience, you might also consider the live executive only event.
Web-based marketing events, also called virtual seminars and webinars, are useful in almost all other circumstances. These webinars can be a successful marketing tool for you if you have a dispersed audience; you lack a critical mass of prospects in a local market and your target audience.
Online marketing events have six significant advantages over traditional marketing events.
I recommend that you conduct marketing events with your business partners. The right partner can help you attract a much larger audience, and if you split the cost, each lead will cost half as much. If your small company or you are new to the market, a prestigious partner can give you instant credibility.
You can also benefit by gaining access to the partner salesforce and distribution channels. The only downside is that a partner can dilute or contradict your message. You can prevent this by rehearsing before the marketing event.
Choose your speakers wisely. The right speaker can help you attract a broader audience, and it will help drive more leads. Conversely, the wrong speaker can dilute the audience and cause your audience to sign off early.
To avoid this, make sure you communicate to your speakers precisely what is expected of them and have a back-up plan in case a last-minute cancellation or no shows.
My philosophy is like Broadway. Except for extreme situations, The ‘Show Must Go On’, and you should never let the audience see you sweat. Of course, this is much easier to accomplish with online events since a great deal is hidden from the audience.
Good speakers need good topics to discuss, such as your topic carefully. The compelling marketing event topic must be chosen from the standpoint of your audience. It should be highly relevant to their professional lives and be timely.
If you happen to be in a fast-moving industry, what is considered timely will change very rapidly. For example, in the high technology industry, SaaS software and supply chain management are considered hot topics.Â
Today if all you about is client-server technology or legacy systems, you would have a relatively small crowd if the subject these include subjects like data warehousing. Your topic will also be considered hotter if it is not a me-too idea, and of course, it doesn’t hurt to have a digital twist to it.
People attend web marketing events for many reasons. Suppose you go online just to get out of the other office commitments. Many attend to gain general knowledge about a particular category of product or specific information about your product or service.
You can also count on one or more of your competitors to attend. It is hard to screen them out since you can use phony company names and dial-in from your home internet connection.
The most valuable attendees will be those who attend to confirm the decision to buy your product or to check you out before making a final commitment to buy a competitor’s product. Make your marketing event educational.
You must have a lead capture mechanism that allows you to differentiate between different categories of attendees. 2% or more of your audience are legitimately interested in your products or services. You’re doing fine.
Make sure you have a program to convert these leads into customers. I highly recommend a CRM system and a marketing automation system, like SharpSpring, that has designated workflows to capture the leads and nurture them through the buyer’s journey.
The most crucial suggestion I can offer about promoting your advances to use multiple media, including social media. Don’t just rely on email.
Direct mail might work or telemarketing but use a combination of these media and be sure that you have a campaign set up to track what channels drive the most leads and which are the most cost-effective.
The same is true for handling responses. If possible, give the responder a choice to register by phone, mail, email, or web form. You can also boost your registrations by gathering referrals. Make sure that you leverage the marketing event program as a way to build your database and gather intelligence with incremental data you collect during registration or confirmation emails or calls.
It is wise to have a plan ready if a particular marketing event looks like it’s going to be a dud. For example, if you’re expecting a hundred attendees ten days out of your web marketing event and one week before the event, you only have 20 people registered, you’ll need to kick off your marketing event boosting plan. The best media to increase registrations are email and the phone.
Simple postcards will also work well, pending on your target audience. Don’t be afraid to cancel an event a very few people of register. But do keep in mind that one of the advantages of web marketing advanced is that no one knows how few people are attending.Â
I once had the displeasure speaking to only three people, and I was expecting 50, and it was a snowy winter day in Washington, DC, and whatever preferred that the marketing event be a web-based marketing event. As I mentioned earlier, ‘The Show Must Go On’.
Follow-up is an essential component of online event marketing. You need to contact attendees within 48 Hours. You need to find out who’s in the buying cycle and work with these people hard. And never just turned the marketing event leads over to sales.
Marketing should take responsibility for the relationship with prospects until they are fully nurtured leads ready for the sales reps’ attention. Taking this one step will vastly increase the results of the online marketing event program. There’s one final point I’d like to make about follow up.
Don not believe everything you read on web forms or evaluation forms. People sometimes fudge the truth, so you need to do a little reading between the lines.
As with all media, the offer is vitally important. And web-based marketing events, the offer is a combination of four things your prospects want to know.
If you can create an offer that answers these four questions satisfactorily, you can create a strong value proposition that the prospect will be unable to refuse.
Are five categories of the object are that you can achieve from online marketing events:
At Matrix Marketing Group, our event strategy includes web seminars and online events, and it’s a key component. We promote these events by email and telephone, and we allow our registration by web, email, and telephone.
All registrations are immediately confirmed by email and reconfirmed by telephone 24 hours before the event. Our SDR group conducts extensive post-event lead qualification by email and phone. We also use these calls to track attendee satisfaction.
The metrics on these events are excellent. For example, from a list of about 2000 + 200 prospects, we averaged $195 registering per event, and approximately 150 attend for a 75% show rate.
We also averaged 1.5 attendees per inbound line, and 35% of participants are repeat attendees. Most important, we can expect to generate 6 to 10 qualified leads prevent, with an average close ratio of about 35%.
Are six rules for successful online marketing events. The six rules for successful marketing events. I can’t promise that following these rules will ensure that you hit a home run in every marketing event. However, I can promise that you will have a much higher chance then if you fail the follow-up.
We wish you the best of luck and give these ideas a chance.
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Marketing event describes developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in-person engagement. Marketing events can occur online or offline and can be participated in, hosted, or sponsored as a form of engagement.
Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization (SEO), Facebook ads, Google AdWords, and more.
A webinar, the combination of the words “web” and “seminar” is a video workshop, lecture, or presentation hosted online using webinar software. A webinar is an online event typically hosted by an institution/organization/company and broadcast to a select group of individuals through their computers can connected to the Web. A webinar is sometimes also referred to as a “webcast,” “online event,” or “web seminar.”
The truth is that internet marketing is a legitimate lead generation strategy that, like traditional marketing, can take a lot of time, work, and experience. Just like traditional marketing, if you’re not paying good money for it, you’re probably not going to get the results you desire.
Marketing efforts that don’t relate to improving your customer experience are wasting your time. In 2020, customer experience has become the key brand differentiator. It has even surpassed price and product.
This fact only proves that creating one-size-fits-all marketing strategies does not resonate with consumers anymore.
To appeal to your customers and stand out, you need to provide highly personalized user experiences.
The benefits of marketing personalization are multiple. It inspires brand awareness and loyalty, maximizes conversions, and boosts customer experiences.
Here is how to use personalization in your marketing campaigns.
To provide personalized user experiences, you first need to get to know your customers.
Pay attention to your typical buyers’ demographics data, such as their gender, geolocation, age, job position, family status, etc.
Then analyze their psychographic data, including their habits, preferences, problems, and fears.
Fortunately, you do not need to collect customer data manually. When managed properly, your CRM software will do that for you.
The next step is tracking customer behaviors online.
Use Google Analytics to understand where your customers come from, which channels they use the most, what content they like, or what they do not like. There are many website analytics, social media analytics, and email analytics tools that will help you track your users’ behaviors across different channels.
To get comprehensive insights into your customers’ activities, consider using reporting software that lets you combine the widgets from different digital marketing tools. You can now track all relevant metrics on a single marketing dashboard with marketing automation software instead of tracking customer engagement across multiple tools and platforms.
Apart from traditional website analytics tools, you could also use heatmaps, such as HotJar, to understand how visitors interact with your website. These tools will show you the most prominent areas on your site, helping you know where to place your most relevant content.
For starters, use social media monitoring tools to track your brand and product mentions and understand what your customers are saying about your brand.
Next, conduct customer satisfaction surveys. To get honest feedback, you should ask relevant questions, choose the right survey type, align your study with customers’ phase in a buyer’s journey, and use the proper channels to distribute surveys. You can send surveys via email, website, SMS, your app, or any other channel that works for your customers.
Finally, ask for customer reviews and ratings on your website, social networks, business listings, product review sites, etc.
Based on the data you have collected, you should create buyer personas, which is a fictional representation of your ideal customer. They help you define your typical customers and get crystal clear about who you are addressing.
Like I have mentioned above, a customer avatar should observe your buyers from multiple perspectives. You should define their:
There are many online tools and templates that will help you display your customer data concisely and create visually appealing customer avatars.
Email marketing is still one of the most powerful marketing practices. It engages customers, increases brand awareness, and boosts conversions. However, you should remember that your customers’ inboxes are packed to the brim with branded messages. So, what is it that sets you apart in the sea of similar brands?
The answer is simple – relevancy. Not having time to read each email they get, users will open those messages that grab their attention and deliver value to them.
That is why you need to segment your email lists to provide users with personalized content. There are many ways to segment your email list, such as by your users’ geolocation, age, industry, previous purchases, buying frequency, shopping habits, etc.
All you need to do is ask customers about their expectations and preferences. For example, you could ask them what kind of content they would like to get from you, how often they would like to receive your newsletters, and what topics they are interested in.
Many tools will help you slice your email lists, including Constant Contact, SharpSpring, AWeber, Drip, and GetResponse.
When building a customer service strategy, never put all your eggs in one basket. For example, email is one of the most profitable marketing channels, but this does not mean it is your customers’ preferred communication channel.
Your audiences do not want to wait for your email responses for days. Instead, they expect you to communicate with them in real-time, across all communication channels they use.
That is why you should build an omnichannel communications strategy.
To stay on top of your website content, customers are eager to give you their personal data. To take their experiences to the next level, you should let them choose how they want to be informed about your latest content.
For example, big brands like HubSpot allow customers to subscribe to their blog via email, Slack, or Facebook Messenger.
While customers now turn to chatbots when they want instant feedback, many still appreciate in-person interactions. Almost 60% of consumers say that companies have lost the human element, while 71% of Americans would rather talk to a human than a bot according to PWC.
Precisely because of that, you need to improve the effectiveness of your call center by personalizing it. Many businesses are now switching to online phone service providers because they let them build holistic buyer journeys. VoIP providers offer advanced call analytics, customer experience score, and customer sentiment features, helping you understand how satisfied your customers are.
Above all, VoIP integrates with your CRM platform. This means your customer service representatives will instantly see on-screen popups with the caller’s name, contact, account, purchases, and cases so they can provide personalized customer support.
When expecting real-time feedback and fixes from your brand, customers will turn to your online support. That is where chatbots shine. They assist your live chat agents by responding to repetitive customer inquiries. Above all, no matter how many users seek help, they will provide instant feedback. Chatbots can boost your marketing effort quickly.
Apart from providing faster feedback, chatbots are a perfect communication channel because they provide highly targeted user experiences. Many brands use AI bots to ask leads numerous questions about their needs and preferences and recommend the right products.
The eBay chatbot is one of the most advanced AI bots out there. It will browse through thousands of products for you to help you find the ones at the lowest price.
Some bots also allow users to finalize purchases. For example, with the Lyft bot, you can request your ride and get immediate feedback.
Many big brands use social networks to monitor brand sentiment and track what their customers are saying about them.
For example, a few years ago, many social media users complained about dozing off in the middle of the show they were binge-watching on Netflix. To boost user experiences and prove that they value customer feedback, Netflix created Netflix Socks that recognize when a user is asleep and send a signal to their TV to pause the show.
By tracking brand sentiment on social networks and responding to customers’ questions, you will turn their frustration into brand advocacy.
Fortunately, you do not need to monitor brand mentions and hashtags manually. There are many social listening and brand sentiment analytics tools, including Hootsuite, Social Mention, and SproutSocial, which may help you.
Learn how chatbots can benefit your company with a personalized message
How does YouTube show personalized video recommendations? The answer is simple – it tracks your behaviors and clicks so it can offer the content that aligns with your preferences.
That is the idea behind dynamic content – any form of online content that changes based on users’ data and preferences.
It allows you to provide personalized and consistent user experiences across all channels your customers use.
Your goal is to understand your customers’ preferences and provide them with the right content within your app. For example, once your register on Netflix, it will ask you to choose your favorite shows to recommend related content.
If you are running an online shop, you could track customers’ previous interactions with your website, such as clicks or purchases. Based on this data, you could provide targeted product recommendations. For example, Amazon has categories like “Customers That Bought This Product Also Bought” or “Related Products” that allow them to upsell and cross-sell faster, while not harming user experiences.
AI is taking user experiences to a whole new level. Let’s take the example of online stores. People cannot touch and feel your products, so how can they trust you? That is where AI steps in. For instance, Sephora lets users upload their photos and try out different makeup products before making buying decisions.
Any customer-oriented strategy relies on personalization.
Start by identifying your customers. Collect their data, seek feedback, and build buyer personas.
Segment your email base to send highly targeted emails that convert.
Humanize customer interactions by providing multi-channel customer support.
Finally, create dynamic content that will engage your audiences and boost their conversions.
I hope these tips will help you.
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Here are some of the common KPIs you should measure for each of your campaigns, regardless of the type, channel, or medium:
1. Return on Investment (ROI)
2. Cost per Win (Sale)
3. Cost per Lead
4. Conversion Rate (or Goal Completion Rate)
5. Incremental Sales
6. Purchase Funnel
7. Customer Lifetime Value
More companies are shifting their brand management focus on customer management. Marketing Control Marketing control involves evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained.
Marketing KPIs (Key Performance Indicators) are specific, numerical marketing metrics that organizations track to measure their progress towards a defined goal within your marketing channels. By tracking the right marketing KPIs, your company will be able to make adjustments to various strategies and budgets.
Marketing KPIs (Key Performance Indicators) are specific, numerical marketing metrics that organizations track to measure their progress towards a defined goal within your marketing channels. By tracking the right marketing KPIs, your company will be able to make adjustments to various strategies and budgets.
The digital imperative is about how small and medium-sized businesses can leverage sales and marketing automation technology to survive and thrive in a down economy or a good one. You must rethink how your sales and marketing operations have been running and how to make it better with less.
Companies and organizations of all sizes are rethinking their business strategy and structural operations. Some not by choice but survival.
Just think back a year ago and how things were. The children were going to school, you were going to work, you might have been flying on airplanes, marketing was humming along, and sales were great. And then the worldwide pandemic hit, COVID-19.
You can and should always have a contingency plan in place for a crisis, but a worldwide shutdown?
Now think of your life, your family, your friends, and your career. Today the kids are home, educational institutions are shut down, you can’t go out to your favorite restaurant, and you might be learning how to cook for the first time.
If you happen to venture out, you better have a mask and social distance. And that’s a funny word social distance because it wasn’t even in our vocabulary last year. At least not mine. ZOOM wasn’t even in a lot of parents’ vocabulary until COVID-19. I think the new pocket-handkerchief will be a face mask. That’s a business idea.
Think about 6-months ago (2019), and most people had never heard of ZOOM, it a new buzzword like Kleenex or inbound.
This is going to make a lot of structural and strategic changes in small and medium-sized businesses. What will this mean in the supercities, what does it mean for suburban and rural areas? What if you didn’t have a high-speed internet connection? Or there was no broadband at all. 5G is coming, but it’s not here yet.
The change that we see today has been pushed up by at least ten years or more. Some businesses were better prepared than others. It’s causing the company to rethink its strategy and structure. For some, it’s a seismic shift.
Telehealth, Fintech, SaaS firms, Edtech, robotics, AI, and other industries have been preparing for this for years. Their business models just got tested and proven quicker than expected.
If you are one of the fortunate to get a PPP loan or maybe an unemployment check, you’re one of the lucky ones. Even if you qualified, you may still be waiting in line or just receiving it into your account. It was because many governmental systems are so inundated with requests its outdated systems were overloaded and crashed.
Did you know many governmental computer systems are still running COBOL? I’m not going to tell you my age, but I started writing computer code with COBOL and Fortran on punch cards. I remember the rubber bands around the punch cards deck to keep them in order. But if you dropped the card deck, you were in trouble. Hours of coding in a pile on the ground. It’s worse than 52 pickups, and the cards were not numbered.
Let’s switch back to my original topic, the digital imperative. I used to talk about Y2K and how companies needed to update their systems. In the 90s, I spoke about digitizing and streamline their supply chains from the front office to the back office with ERP systems. The industry has done a phenomenal job streamlining supply chains with KANBAN, lean manufacturing, and six-sigma practices. Why can’t the sales and marketing operations do the same?
This is not the case with sales and marketing teams in the SMB space. The marketing automation space has been ahead of the adoption rate in SMBs space.
What surprised me today is that the sales and marketing organizations have not gone through the digital transformation as the manufacturing and supply chain has. You can ask the VP of sales or CMOs, and they will give you countless reasons why. But they don’t hold up.
It goes back to the old story that marketing creates leads, and I’m in sales. They don’t get my job, and the leads are garbage. Or it takes too much work to enter the data into the CRM system. Or we’ve implemented marketing automation platforms before, and it was never set up correctly, or nobody uses marketing technology we have.
They don’t know how to use it. Typically it has been from lack of training in tech and marketing. You probably have your own stories too. I’d love to hear them.
On the vendor side of the marketing automation systems, they’re selling you technology, charging you a quick implementation fee, and often walking away. And good luck with that if you’ve never used marketing and sales technology before, understand by your archetypes, by your buyer’s journeys, or written advertising copy that motivates a business action. Or maybe you’re just using old marketing technology like Microsoft Excel.
Marketing strategy is about how you connect with your customers. Marketing technology is an enabler of the marketing plan and execution. Something things can be automated, and others cannot. And it depends on how you implement the technology, whether it’s a multi-channel or omnichannel environment? It all depends.
So I’ve watched over the years and talked with Scott Brinker, who puts together a MARTECH industry report. In the report, it includes 8000 (2020) different types of technology in sales and marketing. In the marketing automation space, there are about 350 tools, software, and platforms. Yes, 350 and 8,000 tools, apps, software, plugins, and platforms in the tech ecosystem. WOW, that’s a lot of stuff. Good luck with selecting the right MARTECH stack. It is confusing for some, especially if you don’t live it.
There will be a consolidation of the 350 marketing automation platforms over the next 18 months to 3 years. It’s already happening. Some will fold, others are bought out, while others thrive. I’ve already seen corporate raider’s activity, and Apple, Microsoft, and Google are picking up some smaller startups for lunch money.
Let’s get back to the digital imperative and look at what is happening at the street level. The CMO’s have been asked to reduce their marketing budget by as much as 60% or more. This means ad budget cuts, staffing reductions, and other programs are cut or eliminated. So who is left attending the store? Many CMO’s, don’t know how to do what their staff was doing, and if they do, they just don’t have the time. Here where marketing automation technology helps.
If you’ve ever heard of HubSpot, maybe you are related it to inbound. Inbound is nothing new, but many agencies started as inbound agencies. I never really understood why? So the inbound marketing agencies try to sell you HubSpot with a bundle of services. But they have a hard time pairing marketing automation technology and marketing and sales alignment.
Typically a retainer per month. Some are great agencies, but many of them just don’t know what they’re doing and dropping like flies. I’ve witnessed the churn from HubSpot customer for years. It’s typically not the software, it’s a bit pricy. There are better alternatives like SharpSpring marketing automation.
Many of those digital marketing agencies are going out of business or trying to hold on by a thread with some sort of funding from the government through an SBA loan or crawling back to their private equity money asking for a lifeline. After all, what’s the alternative for them if they’ve never been through a down economy.
It’s hard to predict economic outcomes over the next eighteen months to three years, but I can reflect on 1987 (black Monday), 2001 (.com era), and 2008 (great recession). Today’s economic crisis is different. But it has begun to expose flaws in how people operate in business, education, government, and society in general.
Today’s economic crisis has exposed many flaws in how people have run and managed their business.
We are just starting to uncover structural and strategic issues within small and medium-sized businesses, educational institutions, government institutions, and how people work in general.
This has caused anxiety for everybody. If you don’t have anxiety, then I’d say you’re tuned out. So give yourself a break, many of us deserve a break.
So as I reflect on what’s going on today, I see a huge opportunity. I’m not talking about the digital disruption, it’s digital imperative now. You have to reexamine your business model. Getting support funding doesn’t fix structural flaws in a business model or marketing strategy. As my friend says from Villanova, “all bets are off.”
The digital imperative is about survival and thriving. A digital imperative for CEOs, CFOs, the board of directors, staff, and private equity with their portfolios.
Marketing automation has been around for years, but for some organizations, it appears like it was just built yesterday. Why have they not implement it before, maybe is failed due to poor implementation, or no one maintained the platform? They never got an ROI, and this makes no sense.
Leading-edge companies have a leg up on some pragmatic firms and laggards. If you haven’t read Geoffrey Moore books called Crossing the Chasm, The Gorilla Game, Inside the Tornado, and Escape Velocity.
The E-Myth, great book. The book is about the entrepreneurial myth, you know, the myth that most people who start small businesses are entrepreneurs and make the fatal assumption that an individual who understands the technical work of a company can successfully run a business that does that technical work. If you haven’t already, you should read these books.
Many people will tell you that if you just automate your sales and marketing, you will save a lot of money and staff, set it up, and leave it while automating everything. That’s nonsense. You can damage your brand by doing that. But if you do it right, you can survive in a down economy and thrive.
Have you ever got an email that’s talking about another type of persona (not your situation) that doesn’t even relate to you? I get calls all the time saying, hey, are you responsible for your telecommunication system? Our product can handle up to 2000 employees. Or would you like to outsource all your marketing to this organization out of Ireland?
These don’t even relate to me. These reps didn’t do their homework, and it’s lazy marketing.
Or if you got the email from gmail.com, hotmail.com, or aol.com. If you think those build trust, we need to talk.
The digital imperative has hit the micro-business and SMB’s hard. This includes educational and government institutions as well.
The digital imperative is changing how we learn, how we deliver products and services, how we market, and how we sell. Whether you like it or not. You can choose to ignore it, put your head in the sand, or capitalize on it.
You must rethink your business model and how you run your organization.
Let me tell you a short story. I was hired to help an HP spinoff called CoCreate Software. Carly Fiorina was the CEO of HP at the time and wanted to spinoff about 50 or so business units and technology to raise cash. So, I spent about three months rebranding the company and relaunched it on 9/10/2001. Guess what happened on 9/11/01? Could I have seen that coming? I argue, no. I could not have predicted the virus, either, could you?
But we must have contingency plans for the unexpected. CoCreate Software eventually recover with the sale of the company to PTC in an exit strategy.
As restaurants and resorts, salons, spas, retail, and hotels open up people will be hesitant to go out or jump on a plane. There will be many businesses that are hesitant to spend any money as well without a very significant return on investment. A lot of these organizations just don’t have the staff anymore as they tried to hold on to them through the PPP, which might get them through a month or two. Unfortunately, they may have to cut the cord and either furlough or layoff their employees.
Even in a down economy, you still have to do marketing and sales. So whether you’ve done a downsize or right size, who’s going to do the work?
Once you cut the cord with an employee, it’s hard to plug them back into the wall. It’s a tough time right now in this crisis, and we all need to be compassionate and care for one another. It’s in my DNA to help these employees that have been laid off and struggling businesses.
Let me go back to telehealth for a little bit. I’ve always thought that it made more sense to jump on a video call, very similar to a Google Meet or ZOOM, for a simple doctor check-in. I did it recently, and it went smoothly. The log-in process was easy and straightforward with my doctor. Everything was fine. In fact, I think it bothered my doctor more than it bothered me. I’ve been doing these since 1997.
What I missed the most during this worldwide pandemic is a social interaction being able to jump on a plane to meet with clients. Social media, online meetups, virtual trade shows are tremendous, but it is not the same as having a meeting and looking somebody in the eye and shaking their hand. You get to know the person, and body language can tell you a lot. I’ve seen some pretty awkward meetings on Google Meet and ZOOM, but people are learning. Just don’t stand up; you never know what they are wearing.
For me, as a technologist, it’s an exciting time. I love technology, and I love to see people use technology in a manner that can make it more convenient for them to do business, make the company more efficient and effective, and easier to save time for the things that they love.
And that may be taking a walk with your dog, reflecting or doing some coding on a new project and or just having that alone time in the morning with your favorite cup of coffee or tea. You know what I mean, that special moment.
For the digital imperative is really about how you can look at what has occurred and occurring in your life and business over the last two to three months (Q2FY20), how can technologies make your life easier, your team’s life easier, and business more profitable. But it goes beyond that.
By using technology, whether multi-channel or omnichannel, is about connecting with your stakeholder and making the connection, experience frictionless, and better for them.
Think about ways to pair marketing automation with your marketing strategy to allow you to get more done, connect with the customers, and delight them. Not bombard your customers with useless information they never requested, nor care about. It’s about them, not you.
Give your prospects and customers what they want, when they want it, and where they want it on, and on the platform, they want to consume information. This was our mantra at Matrix Marketing Group for over 18 years.
I know I’m preaching to the choir for many people, but there are so many small and midsize businesses they could use a boost today. So I recommend that the sales and marketing organizations dust off or look at some new marketing technology, like marketing automation, to help them recover, restart, and position themselves before they become outdated.
Just look at the governmental systems running COBOL languages. Remember my punch card story and COBOL. Cloud computing and SaaS technology model has allowed us to implement technology faster, realize a quicker return-on-investment, and customize 1:1 touchpoints along the customer’s journey with your brand.
High-speed internet, the cloud, and people with no idea how to use sales and marketing technology have opened up a world of opportunities. A friend of mine told me the other day we’re not in the same boat, but we are in the same storm, and I got it.
Another friend said to me that when the barn is burning, you don’t worry about water for your third-year seed. You put the barn fire out. I somewhat agree with that, but now is the time to rethink your business models and how you can effectively return to profitability.
You must rethink how you can run your business better, more frictionless, and more cost-effective. Marketing automation will give you higher profits, but more importantly, it will allow you and your employees to work on what really matters to your business, and that may be growing it or increasing customer satisfaction. It’s not about digital transformation, it’s about a digital imperative.
If you haven’t already implemented sales and marketing technology, you are probably behind the curve, and your customer is with your competitor. When the marketing and sales technologies first came out, it was leading-edge companies that were willing to take the risk. Typical with technology or any change.
They jumped on board with Tom Siebel and purchased sales enterprise software from his company called Siebel Systems. Some early adopters bought ACT or Goldmine, full disclosure. I use all of these back in the 90s.
In 1986, ACT! Introduced the business world to contact management software. Essentially a digital Rolodex, ACT! allowed for the efficient storage and organization of customer contact information. Goldmine and other vendors also released CMS programs throughout the 80s.
In 1993, Tom Siebel left Oracle to create Siebel Systems. While at Oracle, Siebel tried unsuccessfully to convince CEO Larry Ellison to package and sell their internal sales application as a standalone product. Siebel Systems quickly became the leading sales force automation (SFA) provider on the market.
In 2007, Salesforce created the next significant change in the CRM industry. Force.com introduced the world to cloud-based CRM. Force.com addressed the criticism that cloud-based applications weren’t customizable. We know it is Salesforce.com today.
Through the end of the first decade, and up to the present day, cloud-based and SaaS CRM solutions continue to integrate more features like customer service and social CRM. Cloud-based and SaaS CRM solutions continue to gain popularity, primarily due to their lower initial cost and easy integration with mobile devices.
Today, there are about 350 marketing automation platforms, tools, and software.
These have been out for years, in fact, decades, so the bugs have been worked out, and the systems operate very smoothly. However, I caution that you make sure that you select the right implementation team, whether you’re doing it internally or externally. You need a team that can pair technology with your marketing strategy. Oftentimes the marketing strategy must be created before the technology is implemented. it’s the old MBA adage strategy before structure.
You need what I call a sherpa or guide. May 29, 1953, Edmund Hillary and Sherpa Tenzing Norgay reached the 29,035-foot summit of Everest, becoming the first people to stand atop the world’s highest mountain. Journalists asked who was first to reach the top. Both responded that it was a team effort that made it possible.
Are you ready for the digital imperative?
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Marketing Automation is defined as a process where technology is used to automate several repetitive tasks that are undertaken regularly in a marketing campaign. A tool that allows an individual to design, execute, and automate a time-bound marketing workflow can be called a Marketing Automation platform.
Marketing automation is the use of software and web-based services to execute, manage, and automate marketing tasks and processes. It replaces manual and repetitive marketing processes [emails, social media, specific website actions] with purpose-built software and applications geared toward performance in a multichannel or omnichannel environment.
1. SharpSpring
2. HubSpot
3. Oracle Marketing Cloud
4. Adobe Marketing Cloud
5. Active Campaign
6. Salesforce Pardot
7. Marketo
A marketing technology (martech) stack is the group of technologies that sales reps and marketers use to execute, analyze, and improve their marketing across the customer life cycle. The focus of marketing technologies is to improve internal collaboration, measure the impact of marketing activities, and reach customers in new ways in better ways.
Wie knnen Marketing-Automatisierungsplattformen wie SharpSpring, Marketo oder HubSpot Ihr Unternehmen rationalisieren und die Produktivitt steigern?
Whrend Schulen und Hochschulen dar?ber nachdenken, ob sie 2020 fr die Herbstsemester wieder ffnen, sieht das Bildungssystem eine Revolution wie nie zuvor. Die Eltern haben die Kinder zu Hause und werden Lehrer. Sie lernen Zoom, Technologie, Edtech schneller als je zuvor.
Das Bildungssystem wird bis an die Grenzen gestresst, und man muss sich fragen, wer am meisten betroffen ist: die Eltern, die Kinder, die Unternehmen, die Regierung oder all dies.
Technologie spielt eine wichtigere Rolle in der Bildung und in Unternehmen. Zoom ist das neue Schlagwort. Zoom in Telekonferenzen und Videokonferenzen ist nichts Neues, das es seit vielen Jahren gibt. Hren Sie immer von Go-to-Meeting, Google Hangouts, Google Meet oder Skype. Google hat Zoom von den Laptops von Google-Mitarbeitern verbannt. Und Facebook hat auch gesprungen, indem er einen Rivel zu Zoom namens Messenger Rooms gestartet hat, w?hrend Verizon Blue Jeans aufmischt. In der Tech-Welt sind das keine neuen Namen.
Lassen Sie uns das Gespr?ch auf Marketing-Technologie umstellen.
Seit Unternehmen das Marketing als eine M?glichkeit entdeckt haben, ihre Produkte und Dienstleistungen f?r potenzielle Kunden zu bewerben, gibt es einen immensen Wettbewerb. Infolgedessen wurde das Marketing zu einem zeitpunkt mit Technologie verbunden, was zu einem modernen Marketing-Know-how als MARTECH f?hrte.
Die Verbraucher nutzten seit Jahren Technologie, und Schulkinder haben kein Problem. Sie lieben Technologie und ihre iPads, w?hrend die Eltern den Stromschalter suchen. Aber moderne Vermarkter verstehen seinen Nutzen und seine MARTECH wird sprunghaft gewachsen. Viele Unternehmen haben jedoch nicht das volle Potenzial der Marketing-Technologie erkannt.
Sie m?ssen Ihre Kundenarchetypen, Markenpositionierung verstehen, Inhalte schreiben, die Kaufreise ausrichten,Ihre Vertriebs- und Marketingprozesse kartieren, richtig implementieren und verwenden. Der Umbau ist die Board-R?ume heute ist, wie wir uns auf eine Krise vorbereiten, verteilt Gesch?ftsmodelle, und Hebeltechnologie.
Marketing-Technologie und Marketing-Automatisierung begann in den 80er Jahren. Rember ACT!, Siebel Systems, oder vielleicht Goldmine, oder vielleicht haben Sie gerade Excel verwendet.
Egal, ob Sie eine digitale Marketingagentur, eine Hybridagentur nutzen oder versuchen, Marketingautomatisierung zu implementieren und sie selbst zu erhalten, es lohnt sich, es richtig zu machen.
Im DIY-Modell, Sie k?nnten nur etwa 20 bis 30 seiner F?higkeit nutzen. Wenn Sie Microsoft Word verwenden, wissen Sie, wovon ich spreche. Es gibt so viele Funktionen und Funktionen, aber wie viele davon verwenden Sie?
Wenn dies ein Fall ist, den Sie zahlen 3.200 USD pro Monat, aber Sie nutzen nur 30 des Systems, sollten Sie 960 USD pro Monat bezahlen? Ich k?nnte beide Seiten argumentieren. Aber wenn Sie es nicht verwenden, warum daf?r bezahlen.
Marketingtechnologie ist ein Oberbegriff f?r Technologie, die marketingabteilungen eine bessere M?glichkeit bietet, ihre Marketingaktivit?ten mit besseren Ergebnissen durchzuf?hren. Es hat sie verantwortlicher macht. Die Marketing- und Vertriebstechnik wird vor allem im Bereich des digitalen Marketingseingesetzt, aber auch zur Optimierung von Offline-Marketingkan?len. marketing
Martech verbindet Marketing und Technologie. Wie ein toller Wein mit einem tollen Abendessen. Nahezu jeder, der mit dem digitalen Marketing zu tun hat, besch?ftigt sich mit martech, da Digital naturgem?? technologisch basiert ist.
Der Begriff “Martech” gilt insbesondere f?r wichtige Initiativen, Bem?hungen und Werkzeuge, die Technologie nutzen, um Marketingziele zu erreichen. Wenn Sie es messen, k?nnen Sie es verfolgen und verbessern. Aus diesem Grund ist Marketing-Technologie so wertvoll und Echtzeit-Daten helfen aus einer Hand. Alle sind auf der gleichen Seite.
Marketing-Technologie, oft Martech genannt, ist eine riesige Industrie mit ?ber 9000 verschiedenen Plattformen auf dem Markt. Sie k?nnen eine All-in-One-Marketing-Plattform erwerben oder ein auf Ihr Unternehmen zugeschnittenes “Best-of-Breed”-System erstellen. Beide haben ihre Vor- und Nachteile.
Marketing-Technologien wie SharpSpring, HubSpot, Pardot, Marketo, InfusionSoft und Keap sind “All-in-One”-Marketing-Automatisierungsplattformen. Einige sind besser als andere, je nach Ihren Bed?rfnissen. Eines ist klar, dass die Preise fallen werden, wenn der Markt reift. Und wir beginnen Risse zu sehen.
Als HubSpot-Partner und andere k?nnen wir das gleiche, wenn nicht besser mit anderen Systemen zu 50 Prozent der Kosten anbieten. Es ist also m?glicherweise nicht sinnvoll, die zus?tzlichen Kosten f?r dasselbe zu bezahlen.
Marketing-Technologie macht Unternehmen effizienter und effektiver. Durch den Einsatz von Marketing-Tech gibt es zwei verschiedene Vorteile.
Erstens tr?gt die Automatisierung sich wiederholender Marketingaufgaben dazu bei, den Burnout des Personals zu reduzieren,die Anzahl der Mitarbeiterstunden, die f?r die Ausf?hrung Ihrer Marketingstrategie erforderlich sind, und Ihnen dabei zu helfen, mit weniger Ressourcen mehr zu erreichen. Und wenn Sie virtuell oder in einem verteilten Modell arbeiten, werden Ihre Operationen reibungslos und verpassen keinen Beat.
Die Personalstunden k?nnen einfach mit einem Kostenbuchhalter berechnet werden oder es selbst tun, indem Sie Ihre Stunden verfolgen. Sie sollten dies sowieso tun.
Zweitens kann Marketingtechnologie umsetzbare Einblicke in den Return-on-Investment (ROI) Ihrer Marketingbem?hungen bieten. Mit der Technologie k?nnen Sie alle Ihre Marketingaktivit?ten ?ber den Full-Marketing-Trichter verfolgen. Sobald Sie einen ROI identifiziert haben, k?nnen Sie verschiedene Initiativen hoch- oder herunterfahren, um Ihre Kundenakquisekosten zu maximieren.
Wenn Sie beobachtet haben, wie ein Haus gebaut oder ein neues Dach auf ein Haus gelegt wurde, haben Sie m?glicherweise eine 5-7 Crew. W?rden Sie jeden von ihnen einen Nagel in der ?berdachung mit einem Hammer fahren lassen, oder w?rden Sie eine Nagelpistole verwenden?
Ich liebe es, dass mein Roomba es h?lt die B?den sauber (automatisch), oder mein Nest ? Thermostate, und pers?nliche Assistenten wie Alexa k?mmern sich um all diese manuellen Aufgaben.
Robotik ist eine hei?e Industrie und erh?lt endlich die Aufmerksamkeit, die sie w?hrend der weltweiten Pandemie verdient. Unternehmen wie Nuro mit seinem R2-Roboter liefern Lebensmittel und PSA dort, wo es ohne menschlichen Kontakt ben?tigt wird. Flytrex startete einen Pilot seiner autonomen Drohne, die Waren aus guter Ordnung von Walmart-Kunden liefert. Und Starship Technologies liefert seit 2018 Lebensmittel in der britischen Stadt Milton Keynes.
Ich k?nnte auch auf die Vorteile anderer Automatisierungen wie k?nstliche Intelligenz (KI) eingehen.
Sehen Sie hier, wohin ich gehe?
Die Kosten f?r Marketing-Technologie reichen von kostenlosen bis zu 50.000 US-Dollar oder mehr, je nach Ihrer Situation wie Gesch?ftsphase, Branche und Gesch?ftsmodell. Ebenso wie Ihre digitale Akzeptanzrate in Ihrem Unternehmen. Digitale St?rungen geschehen.
50.000 Dollar m?gen wie eine Menge klingen und es ist. Aber wenn ich j?hrlich 50.000 Dollar f?r Marketing-Technologie ausgeben und dort einrichten kann, wo all meine Lead-Capture, Lead-Pflege, Listensegmentierung, Listenreinigung, Lead-Scoring und mehr auf Autopilot ist, bin ich dabei. Denken Sie nur dar?ber nach, wie viele Personen eine Omnichannel-Umgebung manuell verwalten.
Dies ist eine Vermutung, aber etwa 5 – 7 Personen nur um die manuelle Workload-Intensit?t zu behandeln. Aber was kann ich durch sofortige Sp?ne gewinnen, Menschen verursachen Fehler, was durch den Riss f?llt, Weltpandemie passiert, Menschen verlassen die Organisation, und ich k?nnte weitermachen.
Das macht die Matrix Marketing Group als hybride Digital- und Technologie-Marketing-Agentur. Durch Forschung und Analyse definieren wir Kundenarchetypen und -profile (Personas), wir kartieren den Einkaufszyklus Ihrer Kunden (manchmal ?ber 20+), richten ihn an Ihrem internen Marketing- und Vertriebsprozess aus, testen Inhalte und Workflows und bringen ihn ma?stabsgetreu.
Einmal implementiert, k?nnen Sie sich auf kreatives Marketing konzentrieren und beginnen, in anderen Vertikalen oder Nischen zu skalieren. Hier geschieht die Magie. Eine Investition von 50.000 US-Dollar k?nnte Ihnen also 500.000 US-Dollar auf der Kostenseite einsparen, ganz zu schweigen von besseren Verbindungen zu Kunden und schnelleren Verk?ufen.
Die weltweite Pandemie, die durch das COVID-19-Virus verursacht wird, ist f?r viele Unternehmen und Bildungseinrichtungen ein Augen?ffner.
Viele von ihnen versuchen, die Dinge virtuell zu erledigen und ihr Gesch?ft als verteiltes Modell zu f?hren und bleiben alle miteinander verbunden, w?hrend sie versuchen, an ihren Mitarbeitern festzuhalten. F?r viele Mitarbeiter haben sie mir gesagt, dass die virtuelle Arbeit es ihnen erm?glicht hat, in 4 Stunden mehr zu erledigen als in vollen 8 Stunden. Wie k?nnte man sehen, dass die Produktivit?t steigt, w?hrend Sie Ihren Overhead rasieren? Hmmm.
Ich glaube, die Marketingtechnologieindustrie wird eine Revolution an sich durchmachen. Einige dieser Marketingtechnologien werden aus dem Gesch?ft gehen, w?hrend andere ihre Gesch?ftsmodelle aufrecht erhalten, und andere werden entweder eine Fusion und ?bernahme oder feindliche ?bernahmen durchlaufen. Aber wer wei??
W?hrend ich bei IBM war, sah ich eine signifikante Ver?nderung in einem Gesch?ftsmodell, als Lou Gerstner f?r John Akers ?bernahm. Oder als die Sun Microsystems-Aktie nach der so often Aufspaltung bei 75 Dollar lag und auf unter 3 Dollar fiel, war sie ein Top-Kandidat f?r eine ?bernahme durch Oracle. Haben Sie jemals gedacht, dass Sie ein Barrel ?l bei -37 USD sehen w?rden? Ich tat es nicht.
Es gibt eine Reihe von Schlagworten, die Marketingagentur wie inbound verwendet, was nur ein HubSpot-Begriff ist, um ihnen zu helfen, ihre Software-Plattform zu verkaufen. Ich werde ihnen eine Sache geben, die sie die Botschaft ?ber das vereinfachen, was seit den fr?hen sechziger Jahren mit Eins-zu-Eins-Marketing und Fr?hen 80er-Jahren-Technologie passiert ist.
Oder wie w?re es mit kontobasiertem Marketing (ABM), das ist ein weiteres Schlagwort. Marketing-Automatisierungstechnologie, wie SharpSpring Marketing-Automatisierung, wird weiterhin von Startups, kleinen und mittleren Unternehmen ?bernommen werden, wie sie ihr Gesch?ft rationalisieren, nicht durch Wahl, sondern durch Notwendigkeit.
In der Startup-Welt ?berdenken Risikokapitalgeber, Investmentbanker und Engel ihre Investitionen und wie man in einer Abw?rtswirtschaft Kapital schlagen kann. Und es k?nnte an der Zeit sein, dass die Marketing-Automatisierungstechnologie-Industrie selbst rationalisiert wird.
Das Wall Street Journal berichtete, dass Startup-F?hrungskr?fte erwachsen werden m?ssen. Mitarbeiterverg?nstigungen, Tischtennistische, Billardtische, kostenlose Mittagessen sind sch?n, aber f?hrt das zur Rentabilit?t? Technologie tut es.
Ich habe enorme Dankbarkeit und Empathie f?r diejenigen, die von dieser weltweiten Pandemie betroffen sind. Ich bekomme jeden Tag Anrufe und E-Mails von Startups bis hin zu entlassenen Leuten, die nur ein Ohr oder jemanden brauchen, mit dem ich sprechen kann. Und ich war f?r jeden von ihnen da.
Menschen, die pPP-Programme suchen und sich f?r Unversicherte einlassen, telefonieren pro Woche und kommen nicht einmal durch. Wisst, dass das kalt ruft, von seiner besten Seite. Das System ist gestresst und bricht zusammen. Die Regierung muss ihre 8-Spur-Regierung als einen Reporter aufr?sten, aber es. einverstanden!
Ich argumentiere, dass Technologie nur ein Erm?glicher ist. Es wird keinen Inhalt schreiben oder Workflow f?r Sie einrichten. Sicher, das sind Vorlagen, aber die Vorlagen, wie eine Website-Vorlage, sie sind nur so gut, wie Sie sie f?r Ihr Gesch?ftsmodell und Kundenprofile anpassen. Also machen Sie dieses Recht, um mit zu beginnen.
Es erfordert, dass die Benutzer, die die Technologie implementieren, ihre Absicht verstehen m?ssen und wie sie eine gro?artige Benutzererfahrung (USER Experience, UX) erstellen k?nnen, damit die Menschen am anderen Ende den Wert der von Ihnen genutzten Technologie sehen.
Von Startups bis zu KMU sollten sie jetzt alle dezentralisieren! Vermarkter nehmen den Wandel in einer Zeit an, in der er am dringendsten ben?tigt wird. Wenn Sie keine Technologie ?bernehmen, sind oder werden Sie zur?ckgelassen. Ihr Konkurrenten seid bereits da.
Wenn Sie in der Technik gewesen sind, solange ich habe, wissen Sie, wer Angy Grove ist. Ich hatte die gl?ckliche Gelegenheit, ihn zu treffen. Er gab mir das Buch mit dem Titel Only “Only the Paranoid Survive: How to Exploit the Crisis Points That Challenge Every Company “. Denken Sie, es passt in die heutige Umgebung? Sicherlich!
Hier ist ein Zitat von Andy: “Gib mir eine turbulente Welt im Gegensatz zu einer ruhigen Welt und ich nehme die turbulente. Schlechte Unternehmen werden durch Die Krisezerst?rt, gute Unternehmen ?berleben sie, gro?e Unternehmen werden von ihnen verbessert. Es gibt so viele Menschen, die so hart arbeiten und so wenig erreichen.”
Hier ist eine Karte f?r die Industrie heute. Glauben Sie, dass die Branche konsolidierungsbed?rftig sein wird? Sicherlich!
Schauen wir uns einige Statistiken an:
Vermarkter sagen, dass die wichtigsten Vorteile der Automatisierung Zeitsparen (74), erh?hte Kundenbindung (68), eine aktuellere Kommunikation (58) und erh?hte M?glichkeiten sind, einschlie?lich Up-Selling (58). Dar?ber hinaus f?hrt die Marketingautomatisierung zu einer Steigerung der Vertriebsproduktivit?t um 14,5.
Mit Einem Wachstum von 8,55 US-Dollar wird der Markt f?r Marketing Automation Software bis 2020voraussichtlich weiter wachsen und eine Marktkapitalisierung von 6,4 Milliarden US-Dollar erreichen.
Laut Emailmonday nutzen bereits mehr als 51 Unternehmen Marketing Automation. Mehr als 58 Unternehmen planen, sie zu ?bernehmen.
In den n?chsten zwei Jahren planen weitere 21 Marketingleiter den Einsatz einer Marketing Automation Platform. ? Salesforce “State of Marketing”
Fast 70 der Befragten stellten fest, dass der wichtigste Vorteil der Marketingautomatisierung die verbesserte Ausrichtung von Nachrichten war. ? Liana Technologies “Die Vorteile und Herausforderungen der Marketingautomatisierung”
64 der E-Commerce-Vermarkter sagen, dass E-Mail-Marketing und Marketing-Automatisierung zu mehr Umsatz beitr?gt. Eine Zunahme der Webshop-Besucher, Engagement und bessere Einblicke in die Zielgruppe folgen mit 37, 30 und 24. ? Thuiswinkel.org und Spotler “E-Commerce Marketing Trendrapport”
Die Implementierung einer Marketingautomatisierungsl?sung bietet je nach Situation viele unternehmensweite Vorteile. Der E-Commerce unterscheidet sich von einem Prozessfertigungsunternehmen. Sie k?nnen sowohl Kosteneinsparungen als auch h?here Umsatzverbesserungen gleichzeitig realisieren.
Durch die Implementierung einer Marketing-Automatisierungsplattform kann ein Mitarbeiter mit einer 20-k?pfigen Marketing- und Vertriebsabteilung konkurrieren. Durch die Einrichtung der Kaufreise, E-Mail-Workflows, Lead-Pflege und Marketing-Kampagnen, die automatisch basierend auf bestimmten Parametern ausgel?st werden.
Der Aufbau dieser automatisierten Kampagnen kann dazu beitragen, Zeit und Ressourcen zu sparen, wenn Ihr Unternehmen jeden Tag Hunderttausende personalisierter E-Mails auf Autopilot senden kann. Das ist richtig, Autopilot. Aber seien Sie vorsichtig hier.
Sie k?nnen Ihre Cross-Sells, Up-Sells und Kunden-Follow-ups automatisieren, Sie werden eine Erh?hung Ihres Kundenlebenswerts und der Netto-Promoter-Bewertungfeststellen.
Die Marketingautomatisierung zeigt Ihnen Engp?sse in Ihrem Marketing- und Vertriebsprozess und Ihrer Methode auf. Marketingprogramme k?nnen gemessen, verfolgt und ge?ndert werden, um Marketing-, Vertriebs- und Gesch?ftsziele zu erreichen.
Jedes Unternehmen verf?gt ?ber endliche Ressourcen, um sein Gesch?ft auszubauen. Marketingautomatisierung erm?glicht es Ihnen, mehr Produktivit?t aus den Ihnen zur Verf?gung stehenden Stunden zu quetschen.
Wenn Sie manuelle, sich wiederholende Arbeit durch automatisierte Trigger, Regeln und Marketingkampagnen ersetzen, k?nnen Sie Ihrem wertvollen Vertriebs- und Marketingteam Zeit geben, sich auf kreativere Aufgaben zum Testen und Experimentieren zu konzentrieren.
Einer der gro?en Vorteile der Implementierung von Marketing-Automatisierungssoftware ist, dass Sie Ihre Customer Journey- und Marketingstrategie entwerfen und visualisieren m?ssen, um Prozesse um sie herum zu erstellen. Visuelle Design-Tools, was Sie sehen und Ziehen und Ablegen von Prozessworkflows leicht.
Einer der wichtigsten Vorteile, die Marketingautomatisierung Vermarktern und Organisationen bietet, ist die M?glichkeit, Kunden auf personalisierte Weise ?ber verschiedene Online- und Offline-Kan?le hinweg zu erreichen und mit ihnen zu verbinden.
Einige Marketing-Automatisierungsplattformen, wie SharpSpring, verf?gen ?ber viel mehr Funktionen als andere Marketingautomatisierungstools. W?hrend die meisten E-Mail-Programme, soziale Medien und Telefonanrufe aktivieren, erm?glichen nur wenige Tools Textnachrichten, Postkarten-Targeting und die Verwendung eines Omnichannel-Ansatzes.
E-Mail-A/B-Tests, bei denen Sie eine Kampagne ein- oder zweimal teilen k?nnen, bevor Sie sie an Ihre Mailingliste senden, machen Marketing-Automatisierungsplattformen es einfach, laufende Experimente und A/B-Tests durchzuf?hren.
Mit Der Marketingautomatisierung, wie ActiveCampaign oder SharpSpring Marketing automation, nehmen Sie das menschliche Element aus dem Up-Selling und Cross-Selling, indem Sie eine Reihe von automatisierten Regeln erstellen. Dies funktioniert hervorragend f?r E-Commerce-Unternehmen und alles auf Autopilot.
Im Laufe der Zeit k?nnen die Auswirkungen, die dieses Marketing auf den Wert Ihres Kunden auf die Lebensdauer haben kann, dramatisch sein.
Ein 1:1, zielgerichteter Marketingansatz erm?glicht es Ihnen, zu skalieren. Es ist eine der wichtigsten M?glichkeiten, die modernen Vermarktern heute zur Verf?gung stehen. Je relevanter Ihr Angebot oder Produkt/Service f?r Ihren potenziellen Kunden ist, desto wahrscheinlicher ist es, dass er kauft.
Die meisten Marketing-Automatisierungsplattformen k?nnen Es Ihnen erm?glichen, alle Ihre Social-Media-Kampagnen zu verwalten und auf mehreren Konten in einem “All-in-One”- oder “Best-of-Breed”-System zu posten.
Buffer und Hootsuite bieten diese F?higkeit, aber mit APIs ist es nicht innerhalb der Marketing-Plattform und funktioniert gut in “Best-of-Breed”-Umgebungen.
Marketing-Automatisierungstools machen das Organisieren besser. Sie k?nnen Ihre Marketingprogramme und Social-Media-Beitr?ge im Voraus planen.
Anstatt eine Nachricht f?r Ihre gesamte Datenbank zu planen, k?nnen Sie sieben Variationen zu f?nf verschiedenen Segmenten Ihrer Zielgruppe planen, die alle st?rker auf ihre Bed?rfnisse und Interessen zugeschnitten sind.
Die meisten Marketing-Automatisierungstools, wie HubSpot und SharpSpring, verf?gen ?ber Drag&Amp;Ampen-Schnittstellen. Sie k?nnen Workflows, Trigger, E-Mail-Kampagnen, Zielseiten und Social-Media-Kampagnen erstellen, ohne dass technisches oder designtechnisches Know-how erforderlich ist.
Marketing-Automatisierungssoftware gibt Ihren vorhandenen Marketinginhalten neues Leben. Sie k?nnen automatisierte Regeln einrichten, um Inhalte zu empfehlen, die Ihre Leads und Kunden ?ber den Gesamten des Kundenlebenszyklus aufkl?ren.
Marketing-Automatisierungssoftware zeigt Ihnen, welche Marketingprogramme den h?chsten ROI haben.
Das Niveau der Daten und Informationen in Marketing-Technologie erm?glicht es Ihnen, Marketing- und Vertriebsberichte zu erstellen und ein besseres Verst?ndnis daf?r zu haben, wo Sie Ihre Bem?hungen mit viel h?herem ROI konzentrieren sollten.
Richten Sie Dashboards f?r Ihren CEO, CFO, CMO ein, auf der alle auf derselben Seite dieselben Daten in Echtzeit anzeigen oder direkt in ihren Posteingang liefern lassen.
Wenn Sie ein Marketing-Automatisierungstool wie SharpSpring-Marketingautomatisierung verwenden, mit dem Sie Produkte erstellen und verkaufen k?nnen, k?nnen Sie ein Empfehlungsprogramm einrichten, das Kunden und verbundene Unternehmen belohnt, wenn sie Ihre Produkte f?r Sie bewerben.
Das Ausrichten und K?mmen Ihrer Marketingautomatisierung mit Ihrem CRM-System hilft Ihrem Vertriebsteam, effektiver und effizienter zu sein.
Wenn Sie Ihre Marketingautomatisierungssoftware wie SharpSpring-Marketingautomatisierung einrichten, m?ssen Sie eine Reihe von Regeln erstellen. Diese Regeln k?nnen eingehende Leads basierend auf den Aktionen und Informationen des Leads automatisch bewerten.
In den meisten Marketing-Tools werden Leads auf einer Skala von 1-5 priorisiert und dann kategorisiert. Beispielsweise helfen Marketing-qualifizierte Leads (MQLs) oder Vertriebs-qualifizierte Leads (SQLs) dabei, zu klassifizieren, wo sich Ihre Leads im Marketingtrichter befinden. Wenn ein Lead als MQL eingestuft wird, bleibt er in einer pflegenden Marketingkampagne. Wenn es reift, kann es ein SQL werden.
Das bedeutet, dass sich das Vertriebsteam Ihres Unternehmens auf die hochkonvertierenden vorqualifizierten SQLs konzentriert. Sie werden ihre Zeit nicht mit unqualifizierten Leads verschwenden. Wenn Sie im Vertrieb gearbeitet haben, wie ich, wissen Sie, was ich meine.
Wenn Sie Ihre Leads basierend darauf priorisieren, wie wahrscheinlich sie konvertieren oder wie gro? der Deal ist eine gro?e Hilfe f?r die Gesch?ftsleistung. Lead-Scoring ist eine gemeinsame Vertriebs- und Marketingmethodik f?r das Ranking von Leads, um deren Verkaufsbereitschaft zu bestimmen.
Der Aufbau einer CRM-Datenbank ist wertvoll. Ihre Kundendatenbank ist Gold, das abgebaut werden kann. Ihre Informationen werden jedoch nicht regelm??ig aktualisiert, Sie riskieren, Ihre pers?nliche und gesch?ftliche Marke zu besch?digen. Es ist peinlich.
Durch die Ausrichtung und Verbindung Ihrer CRM-Plattform mit Ihrer Marketing-Automatisierungsplattform wie SharpSpring k?nnen Sie im Laufe der Zeit aktualisierte Informationen ?ber Ihre Leads erfassen. Dies wird als progressive Profilerstellung bezeichnet.
Zusammen mit Lead-Scoring und Priorisierung, werden Sie auch sehen, wenn ein Lead ?ber Ihr Unternehmen oder L?sungen nachdenkt, indem Sie verfolgen, wenn sie Ihre Website besuchen.
Sie k?nnen Benachrichtigungen einrichten, um zu sehen, welche Seiten Ihre Interessenten und Kunden in Echtzeit anzeigen. Dies erm?glicht es Ihnen, das Telefon zu holen, wenn Ihre Leads auf Ihrer Website aktiv sind.
Machen Sie Ihre Vertriebsmethodik effizienter und effektiver. Sie k?nnen die Zeit reduzieren, die ein potenzieller Lead ben?tigt, um Kunde zu werden. Sie verk?rzen den Verkaufszyklus und steigern den Umsatz. Wenn Sie es richtig machen, k?nnen Sie den Verkaufszyklus reduzieren und den Umsatz schnell verbessern.
Als die Matrix Marketing Group Marketing-Automatisierungssoftware implementierte, stellten wir fest, dass unsere Lead-Conversion-Zeit um 83 gesunken ist, was zu einer Gesamtsteigerung des Umsatzes um 191 beitrug, die auf die Implementierung der Marketingsoftware zur?ckzuf?hren ist. Seit ?ber 18 Jahren verfolgen wir einen Full-Funnel-Marketing-Ansatz. Es funktioniert.
Sie sind 60x wahrscheinlicher, einen Lead zu qualifizieren, wenn Sie innerhalb einer Stunde nachverfolgen, im Vergleich zu 24 Stunden warten.
Marketing-Automatisierungssysteme erm?glichen es Ihnen, sicherzustellen, dass jeder hei?e Lead sofort weiterverfolgt wird. Ob donnerstags um 17.30 Uhr oder um 8.30 Uhr. Ihr Marketing-Automatisierungssystem kann jederzeit hart arbeiten.
Capterra installierte Marketing-Automatisierungssoftware, und sie erkannten, dass ihre Verkaufsqualifizierungsrate um 400 stieg, aufgrund einer Kombination aus besseren Follow-up-Zeiten und ihrem Vertriebsteam wurde effizienter.
Wer mag kalte Anrufe an beiden Enden? Marketing-Automatisierungsplattformen machen dies fast obsolet. Die Plattformen bieten den Vertriebsabteilungen vertriebsqualifizierte Leads!
Sie k?nnen den gesamten Verlauf eines Leads oder Kontos mit Cold Calling?berpr?fen.
Die digitale Revolution hat Beziehungsmarketing (mit Fokus auf Kunden), Industrie- oder Business Marketing (mit organisatorischem Fokus) und Social Marketing (mit Fokus auf den Nutzen f?r die Gesellschaft) und vor allem internet-marketing zum Entstehen gebracht.
Wir bekommen es; Sie sind besch?ftigt. So haben wir Ihnen einen Vergleich von allen Top-Plattformen wie SharpSpring, Pardot, Marketo, HubSpot, Infusionsoft und Act-On zur Verf?gung gestellt.
Sehen Sie sich diese nebeneinander stehenden Vergleiche der Marketingautomatisierungsplattform f?r Preisvergleiche, Bewertungen und einen Marketingautomatisierungs- und Funktionsvergleich auf einen Blick an.
Die Vorabkosten und Vertragsbedingungen unterscheiden sich und k?nnen Sie zu einer ODER einer CRM- und Marketingautomatisierungsplattform bewegen. Schauen wir uns SharpSpring, HubSpot, Marketo, Pardot, Act-On und Infusionsoft an.
Was sagen echte moderne Vermarkter? Was halten sie von HubSpot, Marketo, Pardot und Infusionsoft Funktionen und Preisen?
Welche Plattform bietet Ihnen eine umfassende Marketing-Automatisierungsumgebung, die Sie ben?tigen, um erfolgreich zu sein. Erfahren Sie, wie HubSpot im Vergleich zu Marketo, Pardot, Infusionsoft und Act-On stapelt.
Wenn Sie also ein Marketingteam oder eine einzelne Person leiten, die versucht, mehr mit besserer Effektivit?t zu erreichen, sollten Sie sich mit der Marketingautomatisierung befassen.
Marketing-Automatisierungssoftware wurde entwickelt, um Vermarktern dabei zu helfen, Leads zu erfassen, Beziehungen zu entwickeln und Interessenten durch einen Full-Funnel-Marketing-Ansatz in gro?em Ma?stab zu bewegen.
Dazu geh?ren mehrere Funktionskategorien: E-Mail, Social Media, Direct Mail, Web Marketing, Reporting, Analytics in einer Multi-Channel-Marketing- oder Omni-Channel-Marketing-Umgebung.
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Unsere Marketing-Automatisierungsplattform hilft Vermarktern, mehr Leads zu erzielen, mehr Leads in den Vertrieb umzuwandeln und Ihren Marketing-ROI zu optimieren.
Vertrauen Sie mehr als 10.000 Unternehmen, Vermarkter auf der ganzen Welt, weil es einfach, erschwinglich und leistungsstark ist. Holen Sie sich nicht Nickel und Dimed mit Add-ons! Mal sehen, wie wir uns stapeln.
Erhalten Sie nicht die Erhofften Ergebnisse mit Ihrer aktuellen Marketingagentur? Lassen Sie die Experten dieser Denver MarketingAgentur Ihnen helfen, mehr Web-Traffic zu generieren, mehr Leads zu konvertieren und mehr Verk?ufe zu schlie?en. Unser Team wei? genau, was es braucht, um eine bew?hrte Marketingstrategie aufzubauen und aufrechtzuerhalten, die qualitativ hochwertige Leads vorantreibt. F?r weitere Informationen, besuchen Sie unsere Marketing-Dienstleistungen oder kontaktieren Sie uns, um eine kostenlose Beratung zu vereinbaren, um Ihre Bed?rfnisse und unsere Dienstleistungen zu besprechen.
Wir h?ren zu.
Haben Sie etwas zu Ihren Gedanken ?ber Marketing-Automatisierung Soretoren zu sagen?
Marketingautomatisierung ist eine Technologie, die Marketingprozesse und multifunktionale Kampagnen ?ber mehrere Kan?le hinweg automatisch verwaltet.
Marketingautomatisierung ist eine Softwareplattform, die Marketingaufgaben und -workflows rationalisiert, automatisiert und misst. Marketingautomatisierung erm?glicht es Ihnen, effizienter zu sein, den Umsatz zu steigern und zu einem leistungsf?higeren Marketingteam zu wachsen.
Ob Sie Marketingautomatisierung verwenden sollten oder nicht, ist relativ einfach zu bestimmen. Wenn Sie Ihre Lead-Generierung, Pflege und allgemeine Inbound-Marketing- und Vertriebsleistung verbessern m?ssen und Zeit sparen m?chten, kann Marketingautomatisierung f?r Ihr Unternehmen sinnvoll sein.
Die besten Marketing-Teams nutzen Marketingautomatisierung, um ihre Kampagnen genauer zu gestalten und ihr Vertriebsteam mit besseren Leads zu bef?higen und einen h?heren ROI zu erzielen. Durch den Einsatz von Marketingautomatisierung sind Vermarkter besser in der Lage, Leads zu qualifizieren und an den Umsatz weiterzugeben, was zu h?heren Ums?tzen und h?herem Wachstum f?hrt.
