Marketing Automation tools such as HubSpot, Pardot, Marketo or Active Campaign facilitate the conversion of potential clients. The objective: to convert a lead into a satisfied client. But at the same time, these are complex tools that we often fail to take full advantage of. In this post, we have gathered several professionals who are experts in Marketing Automation to tell us how these tools are used in their business.
Summary
Data architecture (Leire de Zabala)
Lead flow integrated with the CRM (Blanca Moreno de Luna)
Lead qualification (Ivo Campos)
Content mapping in nurturing (Ángela del Carmen)
Onboarding new users (Petter Briones)
ABM and Inbound (Irene Martínez)
Connecting Marketing and Sales Tools (Oriol Lampreave)
Marketing Automation to streamline the sales funnel (Marta Catalá)
Data architecture (Leire de Zabala)
Its importance as a starting point for the Marketing Automation strategy
One of the key aspects when implementing any process based on marketing automation is the data architecture . Especially to carry out lead nurturing strategies , a good definition of the model, origin, structure and management of data, as well as the integration with other systems, will allow us to segment our database in a much more granular and reliable way.
With these foundations, we can classify, identify and activate our leads to move them through the conversion funnel and thus speed up and increase the generation of business opportunities.
Lead flow integrated with the CRM (Blanca Moreno de Luna)
Visibility of the entire customer journey
We use Hubspot as a marketing automation tool for our entire B2B audience. From the creation of landing pages, forms, lead magnets, chat flows, meeting links and of course for grading and lead scoring. The integration of Hubspot with Salesforce allows us to track the evolution of the lead until closing and its subsequent onboarding, follow-up and loyalty with our brand.
Hubspot allows you to integrate with Salesforce in a very efficient and intuitive way and take advantage of all the features that these two powerful tools use. Creating new contact properties, synchronizing with deals and accounts, categorizing leads in different campaigns in Salesforce, allows us to analyze the conversion rate of these leads in a more specific way, generating bi-directional telemarketing data communication with the Sales and Customer Success teams, since we also use Hubspot to create customer onboarding, follow-up and loyalty flows.
The starting point for any B2B Marketing strategy
Having a clear lead qualification process , 7 training courses to master the adobe suite both in relation to the ideal profile of a client, as well as saudi data the behavior that demonstrates the level of interest they have in your product or service, is the starting point of any Marketing automation strategy , and in general of a B2B Marketing strategy.
On the one hand, understanding the criteria that define a good profile will allow you to know what information you should capture in the forms, how to enrich the data with your nurturing campaigns, how to personalize the content and communications via email, and even be able to perform an analysis on the most relevant segments. On the other hand, knowing what behavior shows interest will help you focus your campaigns, align yourself with the sales team, and have more conversion options than just the demo request.
Tools like Pardot and HubSpot have native rating systems that, in addition to making Marketing’s job easier, will allow you to align yourself with sales.
Deciding what content is best for each phase of the conversion funnel
At Devengo we implement a nurturing system where we educate and inform the leads that enter Hubspot thanks to TOFU content focused on the interests of our buyer persona. During this process, we share more MOFU content , such as testimonials or success stories, and BOFU content, more focused on the benefits of our products, always with the ultimate goal of having the leads navigate through the funnel organically and close meetings with the sales team.
For us, there are two key points to take into account in this type of automation: the proximity of the message and the conversion points.
Onboarding new users (Petter Briones)
Help the user move through the conversion funnel
In ActiveCampaign you can create automations where depending on an action, for example filling out a form, you can trigger an email chain.
You should keep in mind that the Open Rate (Email opening percentage) on average is considered good when it is 30%, but when we talk about the first email it can reach 50% and I have even had cases of 75% when you have a good strategy.