INBOUND MARKETING ORMARKETING AUTOMATION OR BOTH? McRae and Company: Technology Marketing
How Inbound Marketing andMarketing Automation Work TogetherInbound Marketing Marketing Automation• Attracts traffic • Continues the conversation• Great content with subscribers, prospects• Gets found and customers• Educates • Works primarily through email marketing• Worthy of spreading • Nurturing prospects to sales ready
Sounds simple, right? Not if you are keeping up withindustry discussions, comments Greg Head, CMO of Infusionsoft.
Problem• Marketing automation • In the extreme, the and content marketing debate pits buyer vs. are often pitted against seller in control of the each other, as if conversation, helping marketing automation vs. manipulative is only a “push” tactic engagement tactics, and the inbound polite vs. pushy marketing is only “pull.” attitudes, and purist vs. practical approaches.
Combining Inbound Marketing and Marketing Automation Works Best• This “good versus evil” • The reality is the best debate may make for marketers are using interesting blog both inbound headlines, but it doesn’t marketing and help marketers get the marketing automation best results together, and they are getting great returns.
Here are three keys to success when using inbound marketing and marketing automation together todrive traffic, engagement and sales. 1. Continue educating throughout the buying process 2. Engage differently at each stage of the customer lifecycle 3. Timely follow up
Key #1: Continue educating throughout the buying process• Your visitors, prospects, buyers and followers are all looking for information and insights to help solve problems and make decisions, but they are not all looking for the same information.• By giving the gift of great content on your web site, you’ve earned the right to ask more specific questions on your opt-in web site forms from visitors who want access to more valuable content or from those who want to engage with your team directly.
Key #1: Continue educating throughout the buying process• By giving the gift of great • Your marketing automation content on your web system can correctly engage site, you’ve earned the right based on the specific to ask more specific information they provide — questions on your opt-in and the behaviours they web site forms from visitors exhibit. who want access to more • Continuing to educate after valuable content or from prospect or sales those who want to engage engagement begins will with your team directly. increase response at every – This provides a unique stage and accelerate your opportunity to deliver specific sales pipeline educational materials that are tuned to your different target markets, buyer roles, stages of interest and even specific challenges.
Key #1: Continue educating throughout the buying process• Where many marketers go • Think of it as a bank account. wrong is when they transition – You should probably make 4-6 from inbound marketing to deposits (give more valuable email marketing. information similar to what first got their attention) for• Just because youve captured every deposit (sales pitch). a lead and can now send them • If people dont bite on the sales email, doesnt mean youve pitch, theyre not ready yet. earned the right to sell. • Its time to go back to providing value and building the – For example, a medical software relationship before attempting company might attract potential the sale again. clients by blogging about best practices for organising medical charts. • The interested visitors read the blog post and opt in for more information. • The key at this point is to continue to send valuable information.
Key #2: Engage differently at each stage of the customer lifecycle• Inbound marketing can be great for • Having different calls to action for attracting qualified traffic, but unless web site visitors, engaged prospects there are compelling reasons for and even your customers is critical to visitors to choose to engage making the most of your marketing further, you are missing big investments. opportunities to attract prospective • Marketers who use the sophistication customers. of todays marketing automation• Likewise, email marketers who have systems can ensure that their calls to graduated to more sophisticated action always mirror the prospects marketing automation approaches most recent behaviours. can be overly aggressive with calls to – If a prospect downloads a free action and messaging when sending report, the next engagement might be to their email lists. to offer more content of a similar nature. – If a prospect signs up for a free trial, the next call to action might be to talk to a sales rep or upgrade to a paid version. • The key is to use the inbound topic of interest and the recent behaviours to present engagement opportunities that feel natural.
Key #3: Timely Follow Up• People who have found your site • Lets face it: following up can be through search engines are likely difficult. to be victims of our “now” – Even your best sales reps cant be society. ever-present for every lead. – They searched and got immediate – Theyre busy closing deals, finding responses. hot leads, and trying to follow up. – They went to your site and found • But, we live in an impatient, on- immediate information. demand society. – If they then engage with your • Were used to getting the company and dont get immediate follow up, theyll move on to one information we want right now. of your competitors. • So, if youre follow up is• Its important to use marketing dependent on your sales reps, automation in these theres an opportunity to further circumstances to keep the flow of wow them with marketing information as timely as possible automation. for your prospects.
Working Together• Inbound marketing and marketing automation excel when they work together.• Melding the different approaches in the right way will help you build 1. Traffic 2. Engagement 3. Sales
LinksMarketing AutomationMcRae and CompanyLink to this Blog post