The B2B companies that use marketing automation to send more personalized, timely and relevant messages that convert and increase leads. Regardless of the tool or platform used, marketing automation can be summarized in three main components: triggers, rules and content.
If the B2C focuses on personalized and highly relevant messages, B2B campaigns are often more mass-oriented and content for B2B companies are focused on education and value sharing for a large group and focused on cultivating a lead role through a funnel. .
B2B marketers use marketing automation in different ways. Often, they do not point to a personalized experience that is tailor-made.
Email campaigns often aim to conduct free trials, signups, onboarding and generate leads.
Sending automated email is based on events and statements that can be sent to subscribers to encourage participation and enhance knowledge on a certain product/topic.
The 80% of marketers instead of working with a single vendor or a cloud-based solution for all their marketing needs, seek more tools and platforms for your specific requirements. Whether it's e-mail marketing, landing page or social media management.
We are seeing a monumental change because marketing automation has become easier to afford, scale and implement than in previous years.
The strategies of marketers based on marketing automation currently focus not only on inbound marketing initiatives designed at generating qualified leads: today we try to offer a personalized experience that is expressed beyond the presence on social media or navigation within the website.
It's important for marketers to manage the entire life cycle of their contacts.
We need to discover and involve the right interlocutors identified on the network when they show a need and before they are to turn to us.
The Automation has become synonymous with email campaigns, nurturing and leadscoring; these characteristics, also being a fundamental part of marketing automation, are not enough to convert and generate leads. For this reason, vendors of marketing automation platforms are all committed to expanding their offerings to include customer life cycle management in the broadest sense of the word.
Marketing Automation is currently dealing with a series of technologies, processes and data necessary for the creation of turnover in all its forms. Many new elements come into play as:
Marketing teams need to collaborate with other realities within the company, and company technologies you must extend well beyond Marketing Automation platforms. To facilitate the closing of contracts and get more clients you must implement strategies of creation and implementation for each team.
These are the key points of the evolution of marketing automation and, consequently, most of the suppliers of marketing automation solutions and platforms in the B2B sector, increase their platforms with account-based accounting tools and features dedicated to the management of the cycle of customers lives.
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Now is available the SMS Campaigns feature that will allow you to create, manage and track your sms marketing campaigns!
You add so another feature within the LeadBI platform that will help you reach your target audience quickly and effectively with a targeted and personalized sms.
The new “SMS Campaigns” feature is in the “Campaigns” section where you will find all the features dedicated to creating efficient, targeted and customizable marketing campaigns.
Creating an SMS campaign with LeadBI is quick and easy, thanks to the simple graphics that allows you to easily enter data such as: campaign name, sender name and SMS campaign content.
You can enter the contacts by selecting them from the list you will find at the bottom of the form or selecting the type of filter you want to insert as: contact tag, contacts of your email campaign of your choice, contact of your own advertising campaign of your choice, nationality, city.
With the many features within the LeadBI marketing automation platform and thanks to data obtained through old e-mail marketing or sms marketing campaigns, you can analyze the progress of your campaigns and correct your marketing strategies.
Create precise, targeted marketing campaigns with relevant content from today will be much easier!
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The Machine Learning is considered one of the main trends of this 2018 (Click here)
It's a technique used by Marketers to create increasingly targeted and efficient content.
Machine Learning is an application of artificial intelligence that allows the machines to analyze the data provided and to learn from it without teaching the person. Thus developing an intelligence of the machine that will be able to identify problems and causes to be solved in the future.
This application is composed by 3 factors:
-Model
-Parameters
-Learner
The Model indicates to the machine what must be analyzed and repeated.
For example: you want to know when to take a break, your model could start as 'work longer without a break, less productive become'.
The Machine Learning parameters are data and factors that are analyzed to perform model iterations.
For example: the amount of time worked without taking a break and how productive you are. The parameters are invariable.
The Learner is the system through which the machine takes its conclusions. Use the model, parameters and a relevant set of data and adjust the model to make it as consistent as possible with the final report obtained from the data.
Into the international companies the importance of Machine Learning is growing considerably, which allows for a more complete and efficient analysis and to optimize the time of your and your company team.
The possible uses of this new application method are almost infinite based on the quantity and quality of the data to be evaluated and the benefits of having a model that automatically improves the analysis and the business strategies are too many to be ignored by companies.
The introduction of Machine Learning in companies in the coming years will change the pace and the entire data analysis process that will cause an increase in qualified staff within the team.
Click here to discover all the trends that will influence the Marketing Automation in this 2018
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With the release of the new generator landing pages (click here to review the article), our users have access to a section dedicated to the construction, modification and monitoring of their landing pages.
The LeadBI constructor provides the ability to build 4 types of landing pages based on the conversion goal and offers a wealth of customizable forms for original content and efficiently.
In addition, now you can integrate in your landing page pre-built sections that make your work easier and faster! Let's find out together:
A pre-built and customizable header that attracts the attention of your visitors.
Section dedicated to an introduction that affects your customers and encourages them to browse the landing page.
Section dedicated to the list and description of your services, products or features.
Section that you can customize with images and texts. Create a content that attracts your visitors!
Section similar to the previous one but with the possibility of customizing it, for example, with cases of success stories of your customers.
Add a customizable call to action that will allow you to generate more leads.
Section dedicated to the presentation of your corporate team.
You can enter your customizable rate plan
Conclude with the integration of a pre-built footer, add your links and more information about your company.
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The Drag & Drop Builder for LeadBI form & pop-up allows you to create a new module and choose from 4 types.
The efficiency of the builder allows our customers to collect and increase contacts within their database.
From today you can get, in addition to a Javascript code to be included within the website, a short code for WordPress users.
Just click on the ‘WordPress’ entry to get the custom short code.
If you already have WordPress's LeadBI plug-in, upgrade to version 1.1. If you don't already have the plugin installed for free.
Click here to follow the 4 basic steps for creating an attractive and efficient form.
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The Marketing Automation software market is growing rapidly, over 50% of companies use automations and the market is expected to expand in the coming months.
2018 will focus on creating unique and engaging experiences that add value to the evolved, super-connected, always online consumer, and marketing automation will be the channel to meet their needs.
Here is a list of the main trends that will influence the Marketing Automation industry:
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When we talk about Landing Page we refer to a page created strategically within a website. The landing page is one of the main points of an inbound marketing strategy, because it is the place where the visitor is converted into leads.
Considered the main key for all activities aimed at Lead Generation, a landing page must be efficient, functional and must guarantee an easy connection between visitors and the company.
With LeadBI it is now possible to build a successful landing page, thanks to the new integrated Builder.
The Landing Page generator allows you to create, choose the conversion goal of the page and customize it with content, modules and effects.
You can choose between 4 types of conversion between:
Contains a wide selection of customizable contents such as text, image, video, maps, countdowns, modules etc. The ability to display and hide blocks in process and various effects features to be applied within the landing page.
The applicable effects include:
It’s possible to add already constructed templates and customize them.
Realize your landing page and increase your contacts!
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Using Marketing Automation software allows companies to take full advantage of the contact database and increase sales pipelines.
Email automation in addition to a conversion use, allow you to create efficient strategies of Lead Nurturing, so as to retain both new customers and those already acquired in the past.
You can create workflows that can be triggered in different ways: for example, when a contact signs up for the newsletter, when he completes a form to download an ebook, when he opens an e-mail sent by your company. It is possible to activate an automatic e-mail when a visitor visits a specific page within the website.
Welcome Workflows are the most used and allow an increase in clicks and open rates.
The trigger (an event that triggers e-mail) is usually called 'Trial Registration' or 'Plan Subscription' if the user is paying. It is activated every time a user completes the registration form.
it is recommended to include information and training material in this type of e-mail.
Another very important workflow is the expiry notice of the trial period.
In a site with registration and free trial it is important to send notification e-mails at the right time.
In this case, in addition to remembering the expiration date, it is recommended to use special offers and to start a Lead Nurturing strategy to convert the Lead into a paying customer.
Setting this worfklow is very easy: you have to reuse the user's 'Registration form' and set the 'Wait For' trigger
Thanks to the possibility to segment the database you can divide your contacts also for the type of business sector.
A website usually contains landing pages and blog articles specific to each topic.
Create a workflow for each theme related to your sector, themes that you also cover on your website. When a user visits a specific page, direct e-mails will be sent with contents that link to the topic. Finally, do not forget to create a workflow for each user event after sending the e-mail (opening, download, click).
When sending material such as e-books, white papers, infographics etc. try to choose based on your lead preferences. For example, if the lead is used to ignore e-books and white papers, opt for an effective and quick to read infographic.
Thanks to the tracking of users, with LeadBI, it is very easy to notice the behavior of our customers and behave accordingly.
Create a dynamic list that updates automatically to include contacts that are really 'involved' with your products. To create these lists based on the collected data: visits to your site, clicks on your emails, form registration and downloaded content. Then create an email workflow to constantly feed leads with special content and targeted offers.
These e-mails can be exploited at first when, thanks to the marketing automation software, there is an uncertain behavior of the customer. In this case it is good to offer support emails, to explain the functionality of your products.
it is recommended to offer information services, demos or webinars that will allow the user to understand and make the most of your services.
In this way you will nurture the relationship with your potential customers, giving care and attention.
If contacts constantly download your support and training materials such as e-books, white papers and infographics, they show a high rate of interest.
Continue to feed these contacts with landing pages aimed at the purchase of your product, personalized offers, case studies of other customers. In this way you will bring customers to a next step, ready for conversion into paying customers.
Lead Nurturing strategies are very efficient, and contacts already interested in your products and services will be more likely to share your content on social media.
Continue to communicate with your customers even after purchasing your products, use workflows as an opportunity to update or to propose plans, products and services of superior value to existing customers. These upselling e-mails can also be used to recommend purchasing products similar to those previously purchased.
Create contact lists of users who buy a certain product, or a combination of products, and create workflows with the purpose of recommending other products / services and encouraging their sale.
For the Customer Success Management of your company database, you can use the NPS (Net promoter Score) as a property to trigger workflow.
Determine the degree of gratification of your ideal customers, and use it as a threshold for your dynamic list of gratified customers. Reward users with a high score with exclusive content, coupons and special offers.
Then create a different workflow for your 'unhappy' customers that include content aimed at raising their level of satisfaction.
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Between the hottest topics of this 2018, the GDPR is undoubtedly on the podium.
On 25 May 2018 the new EU Regulation 2016/679, known as GDPR (General Data Protection Regulation), will be applicable in all European countries.
The new regulation was designed to obtain legal certainty, harmonization and simplification of the rules concerning the transfer of personal data between European countries and the rest of the world. It defines the rules for using this data legally and extracting its products, services and increasing revenue.
The GDPR also tends to counter the lack of privacy on the part of new and increasingly advanced technologies, which collect a large amount of personal data.
Before May 25th, European companies will have to provide for:
With the new regulation, privacy becomes a process to be managed in all phases of the company, from the idea to the executive one. These are some real examples of the changes to be made in reference to the GDPR:
Violations of the rules for the processing of personal data lead to very heavy penalties that can reach € 20,000,000 for individuals and companies not belonging to groups and up to 4% of total (consolidated) turnover for corporate groups.
LeadBI is in the process with all operations necessary to ensure compliance with the GDPR and offer excellent service to its customers.
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The insurance industry is one of the sectors with a lower growth rate in recent years, also due to the less advanced technologies they work with.
However, in the last year there have been radical changes within some insurance agencies, which have supported the new technological systems such as Marketing Automation.
In the United States, a study was carried out on 1000 insurance agencies that integrated Marketing Automation into their strategies and found a radical improvement. Insurance agencies that have integrated marketing strategies are currently those with a higher growth rate.
Potential customers use internet to compare offers and find the best offer online. This allows insurance marketing professionals to leverage email marketing, mobile marketing and lead generation tools to gain more customers.
This drives insurance companies to create an internal marketing team and create marketing strategies that lead to more customers in less time.
E-MAIL MARKETING
The personalized emails emphasize the characteristics of the insurance agencies that, with their customers, have always established a relationship of trust. Email personalization can be used as a reminder when criteria are updated or premiums are increased, value added offers from partners, with suggestions on home or vehicle security and lots of other content. They are tools that, integrated with a segmentation of contacts, help agencies to establish a good relationship with their customers. Furthermore, with automations, sending emails will be much faster and more efficient.
CROSS SELLING E-MAILS AND UP-SELLING
Marketing automation also helps sales of new insurance plans. If you offer a certain number of plans, from pet insurance to home and car insurance, and you have a customer who already has a policy with you, receiving promotions on new insurance plans can incentivize him to change his insurance policy.
In this case tools like LeadBI can help you to examine the behavior of the customer within the website, checking which policies are interested and if he is aware of the new insurance offers. In this case you could start the Lead Nurturing phase.
MARKETING MOBILE STRATEGY
Considering how many people use smartphones daily, companies need to update their strategies and optimize them for mobile too. Marketing automation can help companies to be connected anytime, anywhere.
It's recommended to have at least one mobile app of your insurance brand. When it used in with e-mail marketing and lead nurturing, apps provide a greater point of contact that can be used for support for new policies, policy updates, and anything else that customers need.
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