One of Hubspot’s latest posts recently landed in my inbox called:
3
Ways You’re not Using Marketing Automation (But Should be). Immediately, my eyebrows rose in curiosity
because at iLantern we have been thinking
of so many ways that we could enhance the data within marketing automation. So I clicked. Getting nearly giddy when I saw
what their recommendations are for improving marketing automation. We agree whole-heartedly, but wanted to add
in some additional points. We want to
make your marketing automation more complete. Does Jerry McGuire really ever
get old? I think not. Repeat after me: ”You
complete me.”
Here are Hubspot’s 3 additional usage tips for marketing
automation:
-
This means set up nurturing campaigns and when
we talk nurturing campaigns, we mean put your leads into the appropriate
buckets dependent on their behaviors.
-
Enter iLantern. Behavior is just one data point,
knowing event data about the companies that those leads are affiliated with makes
your lead even more dynamic and viable once they get scored and eventually
passed on to sales.
-
This really means setting up lead scoring algorithms. When your lead has hit enough touch points
they become qualified enough to push them through to your CRMs so your sales
reps get notified of different actions to take.
-
Enter iLantern.
Our mission is to solve the sales and marketing divide. How do we do that; well, we provide
irrefutable data that sales and marketing teams can share and decide on
appropriate messages based on that real-time event data. It’s hard to argue with data, whether they
have downloaded an ebook, listened to a webinar, and oh btw – they reported
good earnings for that quarter, determines the messaging that you send to them. I bet your sales rep would love to know that
info so they can shoot them off a quick congrats and get a more solid foot in
the door.
-
This means that the lead has hit all the
necessary touch points and are ready to be contacted by a sales rep. Providing the most vital firmographic
information will make it that much easier for the sales rep to act immediately.
-
Enter iLantern – When we said diminish the divide
we weren’t lying. When you make it so
your sales reps can do less work because you’ve used data to do all the legwork
and provided easy ways for the rep to dive in, you have a happy rep. You can
provide real-time event data as well as firmographic data. As a marketer, data
has made your job easier too. Event data
is not only a boost to behavioral data, but a confirmation of what
next steps should be in the nurturing process.
Hubspot’s suggestions for utilizing your marketing
automation to its’ greatest potential is vital and will ultimately create a
solid marketing and sales dynamic; but, our point is not just what to do, but what how to do it. And to achieve your
automation’s greatest potential, means incorporating event data/triggers as a
boost to the other data that your automation systems are already retrieving. The bottom line is let data be your agile guide
through the marketing funnel and the sales pipeline. Let data be the mediator between sales and
marketing, so you can be on the path to not just great communication, but to
more revenue. Go team!
To learn more, visit: www.ilantern.com
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