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How To Book 2009: Antarctica Digital How to multiply your sales efforts Today’s technology allows you to have complete visibility into online marketing activities, but how do you avoid getting swamped with information? It starts with automating your marketing efforts. Let’s say you work for a marketing automation company and you want to let local businesses know more about what your company does, in a way that is both entertaining and informative. What’s the best way to go about that? You could buy a list of names and contact information and have a vast army of salespeople interrupt and bother people, but that’s a sure way to annoy everyone and give your company a bad name. What you can do is produce some great information on marketing automation – a sort of practical, how-to guide that provides businesses with useful techniques that they can apply in their businesses today. Talk to some local business publications and see if that content would fit in with the needs of their audiences and if they would be interested in publishing articles on marketing automation. It’s a really hot topic in B2B marketing circles these days, and they’re likely to jump on the opportunity. You’ll want the article to mention interesting statistics on marketing: how anywhere from 3 to 5 per cent of a prospect list is ready to buy at any given time, and that the key to benefitting from this is to maintain consistent, relevant communications with that group. It should be backed with relevant quotes from your company describing techniques that need to be employed to maximize the benefits. “Timely follow-up is crucial to ensuring prospects receive the information they’re looking for while their interest level is high,” says Blake Kadatz, VP of marketing for Antarctica Digital. “Having the system send the right message at the right time makes all the difference.” Even businesses that are not ready for marketing automation should benefit from the article as you’d outline the top three tips that are applicable to anyone: 1) Ensure that you’re always engaging prospects with the most relevant, timely information possible. You can achieve this by tailoring your communications with the interests they’ve identified through their actions on your website and via your e-mails. 2) Always follow up with prospects in a way that is personalized and relevant. Stay on top of things to avoid letting leads slip through the cracks. 3) To provide further benefits to your prospects, consider offering them a free trial of your products or services. Once they’ve experienced the benefits, it’s hard to go back to the way they used to do business. Taking out an advertisement in a local business publication would also be a great investment for your marketing automation company. You could describe the key features of a marketing automation system and discuss its benefits, such as being able to get up and running in less than a day, improving lead generation by 200 per cent, allowing sales to follow up with more qualified leads and being able to do far more without needing any IT staff. You’ll also want to have a way for prospects to contact you to receive more information. You could provide a phone number and e-mail address for prospects who are actively interested and ready to get started. And you could have an even better hook: people who are curious about what marketing automation really looks like and want a real-time interactive example of a fully automated system in action could visit www.tryantarctica.com to experience marketing automation first-hand. In your interactive example, you’ll want to take them on an accelerated tour, offering numerous options to interact with the features of the system. On the basis of a prospect’s activities, you’ll have the system follow up with additional personalized communications relevant to him or her and reinforce the benefits further. Finally, in your article you’ll want to provide a quote that sums it all up. “When you hit the right balance and prospects are automatically converting into hot leads, it’s almost magical,” says Patrick Stratton, VP of business development at Antarctica Digital. “A year ago, we were faced with the challenge of managing our own 20,000 contacts. Today, having everything automated frees up everyone’s time and energy to think about the intent and goals, rather than get bogged down in the minor details.” Antarctica Digital Marketing Inc. 112-828 Harbourside Drive North Vancouver, BC V7P 3R9 Tel: 604-685-6577 Fax: 800-878-3572 |
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