Automated customer journeys are a cornerstone to successful outreach strategies for organizations of any size. It’s one of the most effective strategies we use at NuGrowth to help our clients grow their outreach and engagement. Below are some of our best practices for setting up and executing these journeys through Act-On’s marketing automation system.
What is an Automated Customer Journey?
First, a short explanation: automated customer journeys are created through email automation where a series of potential paths are laid for each segment of prospects, customers, or members. When the recipient takes (or doesn’t take) a specific action, their next email is triggered. Each new message is designed to eventually send them on the path to engagement in some way (i.e., make a purchase or sign up for an event).
Key performance indicator (KPI) data is essential for building your constituent base. Whether you’re a for-profit business looking to grow your customer base or a non-profit focused on building and engaging your audience, you need data to inform your email marketing campaigns. And once you have a plan in place, KPI growth tracking is vital to help you measure what’s working and what’s not.
Email outreach provides a great indication of how your business or organization is growing (or not). Below are some of the most-watched email KPIs you can use to determine how your outreach is fairing.
After an over a two-year hiatus, in-person tradeshows are making a comeback. While many still offer virtual options, nothing can beat the energy of an in-person event. If you and your team can do so safely, you can start filling your calendar with these events and begin honing your sales appointment setting strategies.
Why Tradeshows Are Ideal for Sales Appointment Setting
Trade shows are social events. Those attending are not only looking to learn more about the topics of the event, but they also want to meet customers and prospects and better understand their competition.
Typically, there are defined time slots available during a tradeshow to meet with your team. These slots could be during breakfast, lunch, dinner, or drinks, depending on the event schedule. Your goal is to schedule specific meeting times with your team to review potential prospects or projects that may come out of the event. As a social experience, there are multiple opportunities for you and your team to connect in person with potential leads.
Email automation is the “too good to be true” outreach campaign tool. Automated emails take less time to create, send, and analyze, making your outreach faster and more effective. Email outreach itself has the highest ROI of any form of marketing, bringing in $42 for every $1 spent. Add in automation, and you can see up to a 300% higher click-through rate for your drip campaigns.
With so many benefits, it’s a no-brainer for organizations to use email automation to drive engagement and increase their reach. One of the best ways to use automated emails is through specific constituent journeys. These journeys are paths that different individuals can go on depending on how they came to you, where they are in their constituent lifecycle, and where you want them to go.
Let’s take a look at some top email journeys below.
Business today relies on data to inform all aspects of operations. It used to be that only large companies with huge budgets could access the level of data needed to optimize. Modern tech has made it possible for any business to access powerful data.
Thanks to this increased access, intelligent business development teams turn to a data-driven business development strategy. That means integrating data into every aspect, especially sales and marketing. The more data you can gather and analyze, the better decisions you can make regarding your products, services, and most effective marketing approach.
The modern customer demands high personalization and almost instant feedback from your organization. Your outreach campaigns need to reflect these two factors, and automated email journeys are the key to hitting on both customization and speed. Though email has been a preferred outreach method for decades, the automated email journey brings your engagement quality to a new level.
Our latest infographic, Email Automation Journeys: The Top Journeys You Need to Improve Engagement, covers the basics of email automation and how to get your organization started in the automated journey space.
Email marketing campaigns are a popular sales and marketing tool for many reasons, most notably its relatively low cost and high impact. Yet, organizations and businesses are missing out on these benefits with a simple issue: emails that don’t end up in inboxes. This is a common concern among marketers who see hard and soft email bounces limiting their campaign’s efficacy.
Email platforms have become more sophisticated about their junk and spam email filtering in the past few years. Recent stats show that as many as 53% of emails end up in the recipient’s spam folder, guaranteeing these messages will never be read.
Customer expectations have changed rapidly over the past two years. Your customers expect more personalization, more relevant messaging, and outreach campaigns that speak directly to what they want and how what you’re providing or selling fills their needs.
These changes have made marketing automation and the automated customer journey increasingly crucial to gaining and retaining clients or organization members. Are you utilizing this powerful outreach campaign approach to grow your customer or member engagement?
Targeted marketing can be one of the most challenging elements in sales. Determining what messages to put out and where can seem like an impossible task. If you’re not using tools like your CRM and marketing automation to understand what message to put out, you won’t end up with quality leads. You need to take time to understand your audience, using the right tools to gain data, and putting that data to work.
The role of a sales rep has shifted over the past 5-10 years and continues to change today. What once centered around phone calls and handshakes has changed with growing demands and increased complexity in the sales process.
In the last year alone, almost 60% of companies surveyed reported higher sales rep turnover than before. With this high turnover and a growing need for better quality candidates, savvy sales managers are looking at other ways to grow their pipeline.
Many are looking into targeted, performance-based outsourced sales reps as a viable option.