Marketing automation platforms aren’t just for generating and nurturing new leads. Let me repeat that again, because it’s an important point for marketers to appreciate: MARKETING AUTOMATION ISN’T JUST FOR GENERATING AND NURTURING NEW LEADS.
There, I said it.
It needs to be said because about a year ago, SiriusDecisions published research that indicates that 85 percent of b-to-b marketers using marketing automation platforms felt they were not using them to their full potential. Furthermore, only 8 percent of organizations surveyed were using marketing automation for existing customer marketing. While we have heard more examples since then from clients who are using marketing automation in their customer marketing efforts – there still is a largely untapped opportunity.
For companies that want to maximize the utility of their marketing automation platform investments, it’s time to think beyond “net-new” and focus on your existing customers. Here are four ways to do that:
It’s essential for b-to-b marketers to take their marketing automation platforms to the next level. Working closely with sales to develop an appropriate engagement strategy in these four areas and establishing that in the organization’s automation platforms can yield a significant short-term impact.
Now, if you’ll repeat after me: Marketing automation isn’t just for…
Image courtesy of The Oracle Marketing Cloud
Matt Senatore is Service Director, Account-Based Marketing, at SiriusDecisions. Throughout his career, Matt has focused on how organizations can build, grow and foster deeper, more meaningful relationships with their customers – improving top-line and bottom-line results while improving the customer experience. Follow Matt on Twitter @mattsenatore.