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4 Core Steps To Support Conversion Along Your Audience’s Journey

Yaldah Hakim Rashid
Product Marketing
written: by Amanda Batista

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.

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