Marketing automation provides the ability to save valuable time for marketing and sales teams by automating efforts that would otherwise require manual processes. Outlined below are two simple strategies we’ve put in place for several clients to do just that.
Streamline trade show follow up
Trade shows can be a great source for gathering new leads but after the show ends reality sets back in and following up with these leads often gets put on the back burner as we try to catch up on work.
To ensure these new leads are followed up promptly, build out an automated workflow prior to the trade show. With a post-show plan in place, it will allow you to easily identify which prospects are most interested and quickly put these leads on the radar of your sales team for personal follow up.
The workflow should distribute several emails over the next few months with more information about the value of your products or services. Most importantly these emails should all include a clear call to action. Guide these new prospects to take the next step.
Putting this in place will expedite your outreach to these leads, focus personal sales outreach efforts on qualified leads and allow for improved ROI tracking for each show.
Nurture disappearing prospects
One of the most frustrating situations in sales is having a prospect disappear on you. Conversations were going well, the prospect was interested in your product or service and then your emails and phone calls go unanswered for weeks.
There are many reasons that a prospect could go into hiding but one thing is a given – timing is everything. For one reason or another, the timing wasn’t right. While it becomes discouraging to continue follow-up without a response it does not mean that the prospect will never convert.
To save time, develop an automated workflow that your sales team can put these disappearing prospects into. The workflow should automate emails focused on re-engaging these prospects over a longer period of time. Notifications can then be set up to alert your sales team to prospect engagement with these emails.
Putting this in place will ensure ongoing prospect communications and identify ideal timing for personal follow-up.
Ready to discuss how we can leverage marketing automation to save your team time? Let’s Chat!
