The efficiency with which Marketing Automation solutions find and nurture leads, converting them into sales prospect, can be appreciated in the light of recent statistics revealing the cost of customer retention. According to Get Response, your organization may spend five to 25 times as much to look for a new lead, compared to the cost of taking care of your client base. In the old days of pre-automated sales, this investment would mean exhausting an enormous amount of manpower, resources, and time to bring just one possibly open prospect to your fold.
It might take nearly the same amount to keep them there, happy with your product, and trusting in your integrity and your capability to deliver. Customer relationships and retention are often seen as a very personal endeavor. Clients do business with you because they trust you. If they have questions about your product and service, they will want to interact with a who can give them that warm reassurance that something will get done.
Marketing Automation gets the job done for you and your team in almost half the time you spend in seeing that your customers are happy. It does not eliminate the human element but supports it. The solution regularly and punctually sends out the email blasts, messages, invites, and other kinds of communications you and your team have prepared. It notes leads that have a greater chance of becoming prospects, and reminds the marketing staff to contact them. It accumulates and analyzes consumer-related information that the marketing department can use to craft more targeted campaigns.
Managed properly and wisely, Marketing Automation can also become a tool that will help strengthen customer relationships, building their loyalty, and retaining them for a long time. There are various ways to do it:
Lead Liaison points out that Marketing Automation data analytics can spot your more-than-happy, regularly buying customers and set them apart. Lead scoring reveals who are your top buyers, the frequency of their purchases, and the satisfaction rating they have given your product. Let this data help you build relationships with these happy customers. Offer them incentives like discounts or unique content to become your brand ambassadors. They can share your messages on their social media and blogospheres — and chances are, the numbers will soon show that their influence will make a difference with your leads still on the fence.
You can ask your community of users questions like: which aspect of the product did they find useful, and which part was irrelevant? Did they find the product worth the price, or did they think it too high? Did your product live up to the promises you made in your marketing campaigns? Will they recommend it to others? If so, why? If not, why not?
Brand ambassadors who willingly promote you to their friends and spheres of influence. An ongoing feedback mechanism that will open the lines of communication between your organization and your clients. An automated platform that interlinks your buyer’s virtual hand with yours, facilitating a journey that might evolve into a lifetime relationship. These are the valuable ways how Marketing Automation can improve your customer relationships.