Advanced Inbound Marketing Tips to Trigger Lead Nurturing Online
Apr 28, 2016
10 min read
Inbound marketing has become the most effective way of lead nurturing for companies around the world. The sure thing that every inbound marketing expert knows is that only a small percentage of the inbound leads will make a purchase on a website. This leaves 90% of your inbound leads not being tapped.
When you implement an effective lead nurturing strategy, you will have a huge impact on the results of your inbound marketing strategy. Below are advanced inbound marketing tips to trigger lead nurturing online.
Lead Scoring
A 2013 Lead generation marketing effectiveness study reported that 68% of successful hubspot inbound marketers usually cite lead scoring based on content and engagement as the most effective method of improving revenue. What is lead scoring?
Lead scoring is a concept that is utilized to rank prospects against a scale that represents the perceived value of each lead as it symbolizes to the company. The concept can be implemented in majority of marketing automation platforms through assignment of values to specific browsing habits, conversion events and social media interaction.
The final score achieved is usually used to determine which leads should be followed up and which should be nurtured further down.
Diverse Lead Nurturing
Traditionally, marketers used simple strategies like setting up an email drip campaign which would send generic emails to a list of subscribers as well as outsource inbound marketing services. This method has not been effective as marketers would have hoped. For starters, majority of prospects who are being targeted do not open the emails and on top of that, majority of marketing leads do not convert into sales. This has led to poor performance.
Thanks to improved tactics, there are new strategies that go beyond emails. Powerful marketing automation platforms have enabled savvy marketers to incorporate diverse lead nurturing strategies. Apart from marketing automation, they have incorporated social media, paid targeting, dynamic website content and direct sales outreach among others.
This helps to increase the chances of sales and ensuring that different strategies provide the intended results.
Targeted Content
It is important as a marketer to know that one size does not fit all. What you need to know is that targeted content has proven to be the best when you want to nurture leads. While it may seem obvious, there are marketers who are struggling with it.
According to research, in order to nurture more leads, when you opt for targeted content, you need to ensure that the right content is delivered to the right audience and at the right time. Before providing targeted content, you need to have a few things in mind.
You need to understand every unique need of your intended audience. Once you have identified their unique needs, you need to create an assortment of targeted content which will help to nurture each persona. It should be based on their interests, goals, objectives and marketing triggers.
Come up with a marketing automation platform that will help you to identify, segment and target your unique audience personas as you scale your inbound marketing strategy.
Follow Ups
As a marketer, you need to know that timely follow ups can help in nurturing more leads. The sad news is that majority of organizations are not responding quickly. What you need to know is that automated lead nurturing can help one to reach large groups of prospects but a timely follow-up email or phone call is still the best way of converting inbound leads into qualified sales opportunities.
Research has shown that the odds of converting a lead into a sales opportunity is higher when a lead is contacted immediately following a website conversion. As a marketer when you make a timely and well researched call to a lead, it will be far more effective than making any cold calling. From Google Analytics, you are able to know the lead’s browsing behavior therefore having enough information about the lead. You can go further and research where they work and their specific role in the company.
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The Salesman Guide To Winning Loads Of New Customers
The most important part of any business is to make a sale and is also the monumental task. There are a million of questions that entrepreneurs can ask themselves before they jump in the business environment: How can he make his company’s products stand out of the competition?How can he handle objections? How should he ask for orders? There are some pretty useful answers to these questions that were given by the industry experts. Sales Secrets Revealed 1. Don’t focus on selling features, instead sell benefits The biggest mistake done by entrepreneurs is that they focus on what their product is, rather than focusing on “what it does”. This helps the customer in making a decision quickly. You should always focus on how your product will benefit the customer. 2. Selling to people most likely to buy Best prospects are the ones who are searching for products just like yours and have a keen interest and the required financials resources to purchase it. Sell to those people who already have the kind of product like yours or to those who you know would be interested in buying one. You should learn to tell them how your product is superior. 3. Differentiate your product Why should a customer buy from you and not from your competitors? Experts reveal that you should come up with at least three distinct features that will give customers reasons to buy from you. It happens most of the time that people don’t want to move out of their comfort zone and try out something new. 4. Give Personal attention to customer For new entrepreneurs, print advertising or mailers is one of the least effective way to build up their business. Try out personal approach by getting in touch with the customer via face-to-face meet or at least thru phone. 5. Focus on second sale Giving the utmost experience to the customer in the first sale that they are more likely to refer to their friends or associates to buy from you. This is the method that you should aim your second sale at. Increase or encourage your customers to refer your product or give them such a satisfactory experience that they are most likely to return next time. 6. Build Rapport Before discussing business with the client, try building a rapport with them. You need to do some homework: try finding some common colleague, has the prospect’s company been in the news lately? Is he interested in sports? Build a genuine rapport by getting a little insight into the company and the individual. 7. Ask questions to get insight You must ask questions from the prospects that reveal their motivation to purchase, their problems and needs, and their decision making processes. You need to ask questions more than a ’yes’ or ‘no’ response. 8. Probe Deeper If the prospect asks for cost-savings and efficiency then how are you going to respond? Will you tell him/her that your product is just meeting their demands? We suggest that you probe deeper and do not respond by saying that your product is just the right fit. It helps you position your product rightly and show that you understand the client’s needs. 9. Let the other person talk Sales people who like to go on and on during the presentation and do not let the prospect talk, they bore the prospect and are most likely to lose the sale. You can improve your listening skills by taking notes, observing your prospect’s body language, not jumping to conclusions, and concentrating on what your prospect has to say. 10. Follow-Ups This is very important to know how well the prospect is doing after making a purchase decision from you. Write thank-you notes, call the customers after completing the sale to make sure that he or she is satisfied, and maintain a schedule of future communications. Follow-ups are very critical and you have to be very responsible after making the sale- you must show attention and responsiveness. Sales is a very critical process and must be performed with a lot of research and caution. Steps listed above will help you in not only communicating with the client but also get a deeper understanding about why prospects need products just like yours. ...
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The 8 Best CRM Email Marketing Automation Platforms: Features, Pros & Cons
Customer Relationship Management (CRM) software and email marketing are a powerful duo that can transform your marketing strategies.While you can manage leads and send emails separately, integrating these tools streamlines your processes and enhances your campaigns. Connecting your CRM with email marketing lets you automatically capture leads from email forms and personalize your outreach based on customer data. This balance allows you to create targeted campaigns that resonate with your audience. This blog will explore the top 8 CRM platforms that excel in email marketing functionality. We'll break down their key features, pros, and cons and help you determine which solution best fits your business needs. What is CRM Email Marketing? CRM email marketing is strategically storing customer data in a CRM system to create and send highly targeted and personalized email campaigns. This approach allows businesses to leverage detailed customer information - such as purchase history, website interactions, and demographic data - to craft relevant and timely email communications. Some common applications of CRM email marketing include: Sending welcome emails to new contacts Creating automated drip campaigns to nurture leads Delivering targeted promotions based on customer segments Developing email funnels for various stages of the buyer's journey Why do CRM and Email Marketing Go Hand in Hand? We combine CRM and email marketing automation to create a balance that streamlines communication, enhances customer engagement, and drives conversions. These platforms bridge the gap between data management and personalized outreach, ensuring marketing strategies align with customer needs and behaviors. Improved personalization: Use rich customer data to tailor email content, improving engagement and conversion rates. Streamlined workflow: Manage customer data and email campaigns from a single interface, saving time and reducing errors. Improved targeting: Segment your audience using CRM data for more relevant and effective email campaigns. Better insights: Gain a holistic view of customer interactions across sales and marketing touchpoints. Automated follow-ups: Set up triggered emails based on customer actions or CRM data changes. Consistent messaging: Ensure sales and marketing teams are aligned with up-to-date customer information. Cost-effectiveness: Eliminate the need for separate CRM and email marketing tools, potentially reducing overall software costs. By integrating CRM with email marketing, companies can achieve a seamless workflow, driving lead generation and customer satisfaction. This combination is a cornerstone of revenue-driven marketing strategies. Saffron Edge offers top-notch marketing automation services for businesses seeking expert guidance in implementing solutions that support business scaling. Our tailored approach ensures seamless integration and measurable results. 8 Best CRM Platforms for Email Marketing After evaluating multiple platforms, we’ve compiled a list of the top eight CRM solutions for email marketing. These platforms are ideal for businesses to enhance marketing automation and drive meaningful engagement. 1. HubSpot CRM HubSpot CRM is a comprehensive platform that combines robust CRM features with advanced email marketing capabilities. Known for its user-friendly interface and extensive free plan, HubSpot is a popular choice for businesses of all sizes. Key Features: Free plan with up to 1 million contacts and 2,000 monthly emails Visual drag-and-drop email builder Marketing automation workflows Landing page and form builders Contact and company insights Deal pipeline management Pros: Generous free plan with core CRM and email marketing features Intuitive user interface suitable for beginners and experts alike Comprehensive all-in-one marketing, sales, and service platform Extensive integration options with third-party tools Cons: Paid plans can be expensive for small businesses Some advanced features only available in higher-tier plans Email templates can be somewhat limited in design flexibility Best For: Small to medium-sized businesses looking for a scalable, all-in-one CRM and marketing solution with a robust free tier. 2. ActiveCampaign ActiveCampaign is a powerful email marketing and automation platform with built-in CRM capabilities. It's known for its advanced automation features and data-driven approach to customer engagement. Key Features: Visual automation builder Dynamic content in emails Predictive sending and content Site tracking and event tracking Sales automation and pipeline management Lead and contact scoring Pros: Extremely flexible and powerful automation capabilities Advanced segmentation options for targeted campaigns Strong deliverability rates Integrates well with various third-party platforms Cons: Steeper learning curve due to extensive features Can be pricey for small businesses, especially when adding CRM features User interface can feel cluttered at times Best For: Growing businesses and marketing teams that require sophisticated automation and personalization capabilities. 3. EngageBay EngageBay is an affordable all-in-one marketing, sales, and support platform with integrated CRM and email marketing features. It offers a user-friendly interface and a range of tools suitable for small to medium-sized businesses. Key Features: Contact management with a 360-degree customer view Email broadcast and drip campaigns Landing page and form builders Deal pipeline management Marketing automation workflows Appointment scheduling Pros: Affordable pricing with a generous free plan Clean and intuitive user interface Comprehensive feature set covering marketing, sales, and support Customizable deal pipelines and stages Cons: Limited template options compared to some competitors Advanced automation features are only available in higher-tier plans Reporting capabilities could be more robust Best For: Small businesses and startups seeking an affordable, all-in-one CRM and marketing solution with essential features. 4. Brevo Brevo is an email marketing platform that has expanded to offer CRM functionality, making it a versatile choice for businesses seeking an integrated solution. It's known for its user-friendly interface and competitive pricing. Key Features: Drag-and-drop email editor Marketing automation workflows SMS marketing capabilities Landing page builder Contact management and segmentation Transactional Email API Pros: Generous free plan with unlimited contacts Easy-to-use email editor with responsive designs Strong deliverability rates Affordable pricing for growing businesses Cons: Limited CRM features compared to dedicated CRM platforms Some advanced features only available in higher-tier plans Email template designs could be more modern and diverse Best For: Small to medium-sized businesses looking for a cost-effective email marketing solution with basic CRM capabilities. Experience Level’d Up Sales & Marketing Set Up 1:1 Strategy Call 5. Freshsales Suite Freshsales Suite is part of the Freshworks ecosystem. It offers a comprehensive CRM solution with built-in email marketing features. It's designed to streamline sales processes while enabling effective customer communication. Key Features: AI-powered lead scoring and deal insights Email campaigns and tracking Marketing automation journeys Built-in phone and email Multiple sales pipelines Custom reports and dashboards Pros: User-friendly interface with a clean design AI-powered insights for sales and marketing Seamless integration with other Freshworks products Customizable to fit various business needs Cons: Email marketing features may be less robust compared to dedicated email platforms Some advanced features only available in higher-tier plans Limited third-party integrations compared to some competitors Best For: Sales-focused teams looking for a CRM with essential email marketing capabilities and AI-driven insights. 6. Salesmate Salesmate is a CRM platform that offers email marketing features, designed to help businesses streamline their sales processes and communication. It stands out for its built-in calling capabilities and focus on sales automation. Key Features: Email sequences and templates Built-in calling and texting Deal and pipeline management Workflow automation Reporting and analytics Mobile apps for iOS and Android Pros: Intuitive interface with easy navigation Strong focus on sales process automation Built-in calling features included in all plans Customizable to fit various sales processes Cons: Email marketing features may be less comprehensive than dedicated email platforms Limited marketing automation capabilities Reporting features could be more advanced Best For: Sales teams that require a CRM with integrated communication tools and basic email marketing functionality. 7. Zoho CRM Zoho CRM is part of the larger Zoho suite of business applications, offering a robust CRM solution with email marketing capabilities. It's known for its customizability and integration with other Zoho products. Key Features: Contact and deal management Email campaigns and templates Workflow automation Social media integration Custom modules and fields Advanced analytics and reporting Pros: Highly customizable to fit various business needs Comprehensive feature set for CRM and basic email marketing Integrates seamlessly with other Zoho applications Competitive pricing with a free plan is available Cons: The user interface can be complex for beginners Advanced email marketing features require integration with Zoho Campaigns Some features may require additional Zoho products for full functionality Best For: Businesses already using or considering other Zoho products are looking for a customizable CRM with basic email marketing features. 8. Drip Drip is an e-commerce-focused CRM and email marketing platform designed to help online retailers create personalized customer experiences and automate their marketing efforts. Key Features: Visual workflow builder for automation Ecommerce-specific segmentation Personalized product recommendations Multi-channel marketing (email, SMS, social) Revenue attribution reporting Pre-built automation templates Pros: Strong focus on ecommerce businesses Powerful segmentation and personalization capabilities Visual automation builder is intuitive and flexible Integrates well with major ecommerce platforms Cons: Can be expensive for smaller businesses or those with large subscriber lists Learning curve may be steep for those new to marketing automation Some users report deliverability issues Best For: Ecommerce businesses looking for a specialized CRM and email marketing solution with advanced personalization and automation features. Key Features to Look for in a CRM for Email Marketing Choosing the right CRM platform requires understanding the features that directly impact your marketing success. Here are the key features when selecting a CRM for email marketing. Email Marketing Automation: The ability to set up automated workflows based on triggers such as user behavior or milestones. Segmentation and Personalization: Advanced audience segmentation tools to send targeted and relevant messages. Integration with Other Tools: Compatibility with content marketing platforms, lead generation tools, and analytics dashboards. Analytics and Reporting: In-depth insights into campaign performance, including metrics like open rates, click-through rates, and conversions. Scalability: A platform that grows with your business, supporting advanced features as your needs evolve. Understanding these features ensures that your chosen CRM can support your immediate marketing needs and long-term business goals, delivering measurable results. How to Choose the Right CRM for Your Business Selecting the ideal CRM requires careful evaluation of your business objectives and operational needs. Here are steps to guide your decision-making process. Assess Your Goals: Identify whether your focus is on lead generation, customer retention, or email marketing. Evaluate Features: Look for email marketing automation, CRM automation, and analytics tools. Consider Budget: Ensure the platform fits your financial plans while offering scalability. Check Integration Options: Confirm compatibility with existing tools like HubSpot marketing automation. Test User Experience: Opt for platforms with intuitive interfaces and robust customer support. Following these steps, you can select a CRM that enhances your marketing efforts and boosts ROI through efficient and scalable operations. Saffron Edge offers tailored consultations to help businesses navigate these choices and ensure the right CRM solution for optimized ROI. Conclusion CRMs are invaluable tools for modern businesses looking to excel in email marketing and beyond. By leveraging features like email marketing automation, content marketing integration, and CRM automation, these platforms enable companies to achieve measurable growth. Whether your focus is on B2B marketing or enhancing customer retention, choosing the right CRM can make all the difference. Contact us as we’re a trusted partner for businesses aiming to implement or optimize CRM solutions. With expertise in marketing automation and a commitment to delivering ROI-driven results, we ensure your business stays ahead in a competitive landscape. Make strategic investments to optimize returns from automation and begin scaling your business. ...
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Top Digital Marketing Techniques Should Be Used To Bring Lost Customers In 2021
The outcome of effective digital marketing has led businesses to reach out to their target audience in a better and efficient way by appearing on channels where people interact on a routine basis. Digital Marketing primarily means the utilization of the internet and technological factors to up your marketing/branding techniques and acquire more people towards becoming a credible client. In the current modern era, it is a perfect way to endorse your brand, let people know what products or services you offer and how well they can be benefitted from them. Such practices are rendered via online means and channels like business websites, emails, brand applications, and search engine results, etc. The prime importance or advantage of using digital marketing is the accessibility factor. It is quite easy to reach out to your target audience rather than investing time and money into offline marketing such as sending out flyers, printing ad blogs, posters, etc. With the rise of strong internet connections and network availability at everyone’s end, people are more likely to prefer online or conventional ways of shopping rather than the traditional way of visiting stores physically. This has, in turn, helped business firms in getting various opportunities to generate revenues, drive sales via online platforms, interact with their customers on social media platforms, make frequent sales decisions by taking into account customer polls to enlighten them of sheer importance. If we talk about the marketing aspects here, digital marketing allows businesses to equip various modes of branding such as email marketing, pay-per-click search engine references, company blogs, and using the website to create quality content in regards to the product/service you are offering. Since people are already familiar with the benefits of a business-based application, they can digitalize their way of making a purchase and check out the seller’s online page to have promising details and an up to the mark experience. Further, the sheer benefit of digital marketing to the global economy can also be identified when a native business firm is allowed to enter the global market and use trade functions to explore and find a new customer base. With a small entering cost levied as initial investments, these businesses can go big via website reach. Benefits Of Digital Marketing For A Business Studies claim that the internet utilization of adulthood has extremely shot up as the cost of data packages are getting low and media platforms have become an important part of their lives. This is the prime reason for the success of digital marketing- the availability of digitalized and modern devices. It allows you to let your business ideas move along the minds of your target audience and give them the prospect to go for your business product/service. The following are a few pros of using digital marketing techniques: Frequent Communication With the ease of interacting with the customer on a routine basis via emails, blog posts, product reviews, and business articles, firms can ensure that they get to know the audience and make relevant changes to their future plan as per customer aspirations and expectations. You can also forward special offers and personalized messages to retain your loyal customers and set an example for the potential base. Cost-effective The process of offline marketing by sending out flyers, extensive signboards, and alluring posters is hectic and costly too. But with the introduction of digital marketing, the need to use traditional methods of marketing has been eliminated given the efficiency rate of the former. By operating a budget-friendly website and maneuvering functions on the digital ends, a small business can also nurture to compete with the real market giants. Guiding The Customer At Every Stage The success of digital marketing lies in the smooth journey of a customer, from landing on your website to making a purchase. Earlier, it was difficult to track their activities and what they do when they are on your business website, however with the help of digital marketing, you can monitor customer behavior and analyze the factors leading to an effective journey. Comprehending their activities allows you the edge to offer the required solution at the right time. Approaching The Right Demographics Segmenting the target audience has become quite easy with the help of the right marketing techniques. Since the online platforms and search engines require access to customer details, digital marketers can take that information into account and offer similar products/services to meet the needs of the customers and segregate the section where they have to focus. Further, if you post or share content related to their interests, they’ll soon be allured to your website and would be bound to stream your online presence. Ease Of Alteration In comparison to traditional ways of marketing, one can always edit their business offerings, ads, improve digital presence, and make certain changes with time. In the former approach, it is not possible to make any changes once you have sent out posters and flyers, however, you get the edge to revise your online campaigns, retweet the social media ads/posts and keep your audience updated. Techniques To Be Used To Retrieve Lost Customers It is quite obvious that every business firm requires crucial support of digital marketing techniques to effectively reach out to the people and try to sell their ideas in the search of increased revenues. With every passing year, businesses tend to lose a section of their target audience once they lose interest in the products offered. However, no matter what they say, there is always something marketers can do to cater to their requirements and bring those lost clients. Work On Improving Your Offerings Many studies have observed that customers either get bored or get ill-treated on a particular note which compels them to force leave your platform. To avoid this, your business should revise the social media practices, organize reviewing sessions to know the root cause, and then work on its modifications. Find those flaws due to which your customer had to initiate a transfer from your website and ignite campaigns to fix those issues. Allure Customers Back It is a proven fact that an individual will be willing to get back if he/she is offered something in addition to what was missing earlier. Give your lost customers a cause to return and notice their behavioral changes on the same to analyze the success of this approach. If your business website has a chatbot aligned for customer queries, include catchy comeback phrases to persuade their minds and let them think that this is a great deal for them. Engage And Talk Sometimes, when a customer opt-out from your brand, it is because they had faced an issue, unpleasant experience which troubled them. What your business can do is to talk them through that instance and persuade them with a personalized conversation. Make an effort to acknowledge the issue as if it happened with you, address their concerns, and conclude a win-back strategy for the same. It might not yield results with your opening remarks, however, interacting with a customer in regards to his/her problem will ultimately structure your resolution. Begin With Initial Interaction Campaigns The best way to start your winning-back process is to organize an online campaign and asking your customers to share their feedback, fill out a questionnaire, take polls, and contribute on social media posts. Include various incentive schemes in your campaign, special coupons, etc to allure the customer. This will ease out the complete phase and place the customer in a position to make a decision. Segment Your Lost Customers There’s always a scope to pay less heed to a few lost customers and focus on the crucial ones. Since it will require your business to incur additional expenses, it is imperative to analyze which customer is worth getting back. Consider the sheer assistance of data and information accessible from your database to find out which customer can return and forced-leave you for a rectifiable error. Interact with them and let them know about your business’ upgraded objectives via which they will be satisfied. Most likely those customers will think of getting back if they are assured of improved service level. By doing so, your online business will be able to bring back the lost customers with the help of Artificial Intelligence, and technological advancements, further, you can develop your relationship with the customers to let them consider you a bit concerned. ...
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