How My Agency Used Marketing Automation to Drive $2.1 Million
Introduction
When you buy a Bentley, you're not just buying a car. You're buying the privilege of being chauffeured around town in a vehicle that is more than just an automobile: it's a status symbol and an experience. When we first purchased marketing automation software for our agency, we viewed it as an investment in our future—and with good reason. The right marketing automation software allows your brand to deliver the type of engaging experience that customers expect when they interact with your business. This is how we used marketing automation to drive $2.1 million in new revenue for our agency:
The Customer Journey
The customer journey is a map of the customer’s interactions with your brand. It can be defined by touchpoints, moments, and stages in the buyer’s decision journey that reflect how she interacts with you. For example, if someone has recently bought from your company, there will be a new customer journey for them to follow when they need to return something or make an enquiry about their product. The more time you spend focusing on improving this experience for customers, the easier it will be for them to continue interacting with your business as loyal customers.
The Hidden Value of Marketing Automation
A tool that helps you automate your marketing process is called Marketing Automation. It allows you to create automated workflows to reach out to your prospects, nurture them, and convert them into customers.
The main benefit of using marketing automation is that it allows you to engage with your leads at the right time and place with personalized messages that resonate with them. They’re also very good at nurturing leads and closing sales from people who are not ready yet or have been slow in responding.
TAKING A HOLISTIC APPROACH
At the end of the day, marketing automation is not just about email. It’s not just about marketing. It’s not just about sales. And it’s certainly not just technology. It’s taking a holistic approach to your customer journey and understanding what each touchpoint along that journey looks like in order to help you achieve your organization's goals with each interaction.
The Process in Action
The process in action In your marketing automation system, you can segment your customers based on their behavior and preferences. Each of these groups will receive different messages at different times throughout the sales cycle.
The hidden value of marketing automation. By using automation software to manage your customer journey, you'll have more time to focus on what really matters: creating content that converts leads into paying customers. That's why we've seen an average increase in conversion rates across our clients' websites ranging from 40–60% since implementing this strategy!
A holistic approach Because we're able to measure everything that happens with each customer interaction—whether it's creating a website landing page or sending out an email newsletter—you can see how all these pieces fit together into one big puzzle (or picture). This allows us to take a look at how things are working overall and make adjustments accordingly so that nothing falls through the cracks when trying new things out (and learning how well they work).
Marketing automation is not cheap. It requires investment to succeed, but it can drive tremendous results when done well.
Marketing automation is not cheap. It requires investment to succeed, but it can drive tremendous results when done well.
Don't think of marketing automation as an expense—think of it as an investment.
Marketing automation is a long-term play; you'll need to be patient and persistent if you want to see your efforts pay off in full.
Conclusion
As we’ve seen, marketing automation can be a powerful tool for driving growth. It does require significant investment, and there’s no guarantee that your investment will pay off—but it can if done well. The key is to take a holistic approach to the process: invest in the tools you need, train your staff effectively, and make sure everyone is on board with your strategy. This approach doesn’t just mean that you’ll succeed more often—it also means that when you fail (and everyone fails sometimes), you won’t find yourself spinning your wheels trying to figure out why. And as long as you keep making progress, even slight progress at times, ultimately you will succeed and see returns on your investment.
