How Does Marketing Automation Differ From ESP?

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The use of an email marketing ESP tool is a powerful tool in the arsenal of modern marketing professionals. While there are certain advantages of email marketing automation, it’s important to choose the right tool according to your needs and budget. Marketing automation solutions can help you cut down on time spent on manual activities while maximizing the effectiveness of marketing employees. By reducing the time spent on manual activities, automation solutions can increase your return on investment.

Lead nurturing

The term “lead nurturing” refers to the process of educating a lead on a product or service. Most leads will not convert immediately, with 50% of them being qualified but not ready to buy. Only 3% of these are in the buying process. Lead nurturing is crucial to a successful marketing program. With automated lead nurturing, your leads will be nurtured and presented with more relevant messages. Once your lead converts, you can nurture them further and create more business opportunities.

Lead nurturing involves a more delicate touch than lead personalization. Automation systems can personalize email content automatically and schedule emails based on the actions taken by the lead. Nurturing leads can even be cold, but they can warm up to your message if you provide helpful information. Depending on the stage of a life cycle, a lead can be “warm” within a few months. It is estimated that half of all qualified leads are not ready to buy.

Advanced marketing automation lead nurturing software allows you to segment users based on their behavior, such as the stage of their funnel or their interest in a particular product. You can even transfer users from one segment to another by sending follow-up emails and a series of relevant content. The flexibility of the automation software also allows you to automate actions that are necessary to move users from one segment to another. You can also set up follow-up emails that can move users to a new segment if they seem more interested.

Lead nurturing traditionally involves planning automated messages and tracking lead interaction. Marketing automation has the added benefit of providing instant information and implementing updates. It also enables businesses to capture more leads and close more deals. With marketing automation, you can track every lead’s progress and take smart decisions based on the data. You can also customize reports and tailor the messages to fit the needs of your leads. It also helps you to stay in touch with your leads even when they’re not ready to buy.

Automated lead nurturing tracks every interaction a lead has with your website or content, and it pinpoints which stage they’re in. Depending on their activity, your marketing automation system can automatically drip relevant content to them. Because buyers have different needs at different stages of the inbound marketing funnel, your content should be tailored for each stage of the process. Marketing automation allows you to automate these tasks and create a buyer journey that will keep your audience engaged and interested.

Lead nurturing relies heavily on the cooperation of sales and marketing. The entire process requires a joint lead definition, which must be agreed upon by sales and marketing. These joint lead definitions should include market information, current prospects, and which buyers are closing. It should also include the role and behavior of the lead and its engagement points. And it should be clear to both sales and marketing that lead nurturing will only be as effective as the collaboration between the two teams.

Ability to send one email to one contact

Many marketing automation software platforms are based on list-based marketing. That means that emails are sent to lists on a list-by-list basis. Some automation tools also include the ability to move contacts between different lists. For example, in MailChimp, you can send an email to the owner of a particular pet if a contact has a pet. In the Contacts object, you can select a dropdown field that displays the contact’s pet ownership.

Ability to track offline sales

One of the most overlooked capabilities of marketing automation is its ability to track offline sales. But the offline touch points are crucial for capturing a consumer’s attention and triggering website visits or phone calls. If you’re wondering how to track the ROI of your offline marketing, here are some tips. Using intelligent call tracking software can help. If you’re not using this yet, assigning a unique phone number or URL to each contact will give you visibility.

When used correctly, Offline Marketing Automation is capable of ensuring that only the items accepted by the customer are charged. With it, the recipient can easily reject offers without having to worry about tracking costs. And when used correctly, it can increase sales metrics, deal velocity, and overall ROI. The results are clear: integrating Offline Marketing Automation can increase win rates and deal velocity while adding a human touch to any activity. For example, by offering personalized boxes of Noms cookies to your customer base, you can significantly increase your close rate and customer retention. The Postal Marketplace is flexible enough to accommodate any deal size or key stakeholders.