Then engage with them at the right time
Having the ability to engage with a buyer on their terms, when they want to hear from you is becoming the expectation of many B2B buyers. B2C buyers may still find this process a little spooky, but there are ways to make it less spooky. By tracking a person’s behaviour across your various digital assets, you can make some assumptions and then engage them with specific content.
Before you start engaging though, you need to understand your buyer’s behaviour. We use use words like “customer journey mapping”, “persona” etc. This is essentially intelligence gathering. Smart organisations use a process to help make sense of this journey. Understanding who your buyer is, their offline behaviour and in the context of Marketing Automation, their digital footprint etc is key.
Once understood, you can then bring each of these aspects together allowing you to build a profile and determine when is the best time to engage.
Is this digital stalking or Customer Experience (CX)?
Well, you could call it stalking I suppose. However your overriding goal is to move from an organisation that is simply conducting email marketing campaigns to one enjoying the benefits of Marketing Automation. The first is more about emailing your database with a single email, then repeating the process regardless of the engagement of people from the first email. Marketing Automation enables you to understand the degree of engagement and then engage accordingly.
Improved customer experience (CX) is also a part of this process. There are many aspects to CX. From a prospect point of view, it’s about making the process of engaging with your organisation as easy as possible. From a customer point of view it’s about acknowledging their business relationship with you an acknowledging them as such. You know them, greet them by name as they engage with you.
You will need technology to help you do this, of course I would encourage you to use Oracle Eloqua Marketing Cloud to do this.
Marketing Automation = Better CX
Marketing Automation allows you to take it a step further and utilise trigger based marketing. This is where you create a criteria for a segment and when people meet that criteria through the behaviour you’re tracking, you can automatically engage with them – hence “trigger based” marketing.
For example you may have four hot pages on your website that you know if people are looking at those pages, there’s a good chance they’re in the buying process. Buy tracking the behaviour of known contacts over those four pages, you can automatically add them to a campaign which may consist of four to six emails covering those topics in more detail.
This is an example of where Marketing Automation trumps email marketing. It requires planning, measurement and an understanding of your buyer’s behaviour. Using tools like Google Analytics or the Eloqua Insight reporting, you can understand which pages of your website are getting the most traffic. Use this intelligence to help you engage with website visitors, it’s also a good way to turn unknown contacts into known contacts i.e. you’re able to discover who you’re talking to as thy provide their name and email address.
Talk to your customers
You will have a list of key customers, customers you trust and who value your products or services. Work with your sales team to engage these customers and get their feedback about what they wanted when they were buying from you. What wasn’t clear to them, what was missing from the information they were able to find from your organisation’s website and other various digital assets.