4 Core Steps To Support Conversion Along Your Audience’s Journey
By Yaldahhakim-Oracle on Jan 24, 2014
It’s an exciting time for marketers, as technology is enabling an evolving skillset of data-driven insight, the ability to implement and measure behavioral triggers, and therefore, more engaging content programs. The more you know about your audience, the more appropriately you can tailor your interactions and deliver valuable information, which enhances response and engagement.
However, deciphering the “suspects” from inbound activity, list acquisition, and other generalized sources from the interested and engaged audience can be challenging. Nevertheless, it’s a critical step to implement processes that allow for better follow up and relevant interactions.
Consider that most B2B buying decisions are being made before the sales person gets involved. That means the work of educating, enticing, and inspiring prospects is now mostly self-service. The job of the new Modern Marketer is to make sure that fresh and worthwhile content is always at the ready to answer any question and reassure any doubt. This content is the fuel of your conversion engine, creating meaningful engagements that tip a prospect to the next level.
So how do you facilitate more integrated demand generation campaigns? By delivering more rich information discovery and exchange on the channels where your audiences are interacting. Cultivate a role in the discussion, and optimize your activity mix to understand what’s effective, and how you can influence the engagement process in a meaningful way to your prospects and customers.
Check out our new Conversion Guide for more tips.
To help you think outside your traditional marketing box here are 4 “building benefits” — or a phased approach — to optimize conversion rates throughout the funnel with marketing technology:
1. Assess your conversion triggers throughout the funnel- Knowing what moves the needle is key to the repetition of success. Implementing self-serve, templated (but personalized) email campaigns that sales reps can send to specific contacts and lists to continue on a prescriptive engagement path. These multi-channel continued engagements are automated based on proven triggers.
2. Align goal-oriented tactics with technology- For any conversion strategy to be optimally effective, both sales and marketing must establish and adhere to supportable service level agreements (SLAs) on lead response times and activities. Marketing automation technology allows for dashboard views of lead aging from both sides of the house.
3. Garner valuable, defend able metrics- Marketing automation helps enforce conversion rules, deliver insights integrated with CRM activity, as well as Digital Body Language, or online behavioral insights. This valuable data enables you to automatically weed out not-yet-qualified prospects and appropriately launch into a nurture program to support their research journey.
4. Observe and adapt to trends- Leverage visibility into your CRM system to monitor if conversion rates are meeting expectations. If they’re not working, collaborate with sales to redefine requirements and descriptions. Also enable first-responders (inside sales, telemarketing, social media manager) with high-value, trackable content.
Rethinking how to modernize your marketing technology tactics? Join us at Oracle CloudWorld for best practice insight, Jan. 29 in San Francisco.