Riddle me this: How many apps does it take to make a Sales rep productive?

We were working with a client recently that had over 10,000 global field and inside sales reps. We were amused, but not surprised, when we discovered there were over 10+ different software and customer intelligence tools available to a sales rep to “drive productivity.”

Of course, any good sales rep knows that the fastest way to productivity is to NOT try and use all 10 separate apps!!! So it begged a simple question — what buyer intelligence technologies actually move the needle on sales productivity? We decided to dig in and find out. Without getting into the details, we learned two simple lessons:

    1. The best customer intelligence tools depend on the Sales Play. Every sales play requires a different type of customer intelligence. We categorize five basic play types: acquisition, lead management, account-based marketing, retention, and cross-sell. For acquisition, sales reps need inbound buying signals and leads from 3rd party data sources that are scored (who to focus on) and profiled (what message or relevant content to send). But for cross-sell, sales reps need much more relevant internal data such as purchase history, installed base, and past product usage

      Best Practice
      : the best companies carefully focus their sales enablement tools (data, software, training) on specific sales plays and avoid dumping the kitchen sink of sales gadgets in every sales reps lap. Getting the right data and predictive analytics into the hands of quota bearing reps for each sales play is critical to success.


    1. Clone your best reps – or at least the customer intelligence tools they use: Every Sales rep has a different personality and skill set… you can’t train all your reps to be like Alec Baldwin in Glengarry Glen Ross (thank god!!!). But we found something very interesting – the best reps, those that have been successful for years, have their own special data sources and analytics tools that make them particularly effective. We found many top performing reps had a daily sales process and set of intelligence tools – often multiple spreadsheets of data from different sources – that gave them really deep and effective insight into buyer behavior and likely needs.
      Best Practice
      : If you discover and document the processes and tools used by the top-performing reps for each type of sales play, there is significant opportunity “clone and scale” those reps (or at least their tools) across the entire sales organization.


Out of my own curiosity, how many tech platforms do your reps use from your CRM, internal systems, social media, (even spreadsheets) and more?

Marketing Technology Trends for 2016

I came across a great article from Rohit Roy and the MarTech team today that looked at recent results from a survey completed by Spear Marketing Group in September 2015. The survey focused on shifts in importance of specific marketing technologies.

Here are some of the great data points, from Rohit and Spear Marketing, on the current and future importance of specific technologies:

  1. Content marketing emerges as the leader with about 85% of the respondents testifying to its importance. Its share is expected to fall to 60% in the near future.
  2. CRM can see yet another large fall, from the current 68%, all the way down to 29%.
  3. Marketing automation remains more or less stable, going down from the current 62% to 56%.
  4. Personalization solutions are expected to grow from 33 to 34%,
  5. Predictive analytics is expected to show significant growth, from its current 16% to 37%.

Mostly in line with what I would expect to see, both in terms of shifting focus and the nature of the rise/fall of different technologies as some become more mature. Some great nuggets as well, for example, declining focus on CRM but consistent focus on Marketing Automation.

However, I think the real magic may be in looking at these technologies in concert with one another. For example, our view is that content marketing success is ultimately driven by personalization technologies and predictive analytics.

Or another way of thinking about it is that as organizations mature in the mechanics of content marketing (i.e. buyer journey mapping, content mapping to personas, content development, etc.), they begin to see much more value in personalization and predictive analytics as core ways to ensure that they are getting the most out of their content ( getting it in front of the right prospects, at the right time, through the right channel, etc.).

Fascinating stuff…and really excited to see how it shakes out in 2016! Kudos to Rohit and Spear Marketing for this great data which gives us insight into how marketers are placing value on these technologies looking forward.

4 Must-Have Marketing Automation Features for Massive ROI

Marketers are reaping the benefits of scaling marketing automation to their businesses. What’s not to love about a class of technology that can automate and measure your program’s success for you in real-time? For those rookies who have not tapped into the benefits of marketing automation, you could be striking out of increasing your organization’s ROI dramatically.

Marketing automation helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer lifecycle marketing, cross-sell and up-sell, customer retention and marketing ROI measurement. Let’s remember that these are complex, intuitive technologies that if used correctly, will become your strongest ally in producing actual, paying customers.

According to SiriusDecisions, the adoption of marketing automation is expected to increase by 50% this year. So say au revoir to the days of having to balance multiple systems to acquire the essential data that your leadership team is begging for. There are hundreds of different marketing automation features for you to consider, but below are the dark horse features that have emerged as forces to be reckoned with in 2015:

1. Real-Time Personalization

This is a feature that spans far beyond the level of personalization you could achieve with your average drip campaign. Tools like Marketo claim that marketers can ignite a 30% increase in conversion rates and up to 270% increase in content consumption by using their real-time personalization tools. If you are a part of a major corporation struggling to make meaningful connections with a large pool of prospects, this feature could be the answer to your prayers. With real-time personalization you can pump out dynamic, characteristic content that appeals to both the yins and the yangs of your database. Note that this feature can also standardize your output across email, web, advertisements and mobile.

2. Social & Mobile Integration

If we had to choose one of the most important integration features in marketing automation for 2015, it would most likely be social media and mobile integration. Marketers are putting their blood, sweat and tears into how their messages read and appear on desktop computers, when in fact 65% of all emails get opened on a mobile device. In addition, most millennials are receiving their news through social media first. So if you haven’t done so already, the real question is, why haven’t you made your lead nurture strategy social and mobile compatible?

3. Progressive Profiling

Progressive profiling uses dynamic form fields to ask for and collect information on prospects based on the information you already have about them. This can not only help you target prospects that you have been neglecting to squeeze through the sales cycle, but also provide you with meaningful insights as you craft your buyer personas for future campaigns.

4. ROI Reporting

Marketing automation technology has really stepped up its game when it comes to the ability to demonstrate how your efforts are directly contributing to the bottom line. Many tools now offer systematic ROI reports that can provide you with information including the total number of net new opportunities you have versus the opportunities you have won. It also includes velocity metrics such as the total number of days it took your prospects to go from visitors, to prospects, to MQLs, to SQLs to customers. If you know you won’t have the willpower to log in every week to view these reports, you can also customize your account to have these nifty reports sent to you directly via email.

It’s important to remember that it may not make sense to adopt all of these features at once based on key variables such as the size, budget and competitive placement of your organization in the marketplace. For those best-in-class marketing mavens out there who have already capitalized on these features, consider how you are using these features compared to your competitors.

No matter what your competitive placement is, know that a whopping 64% of CMOs have either an informal or no process to manage their marketing automation, further proving that the odds will be in your favor if you take action now and exploit this technology to the fullest.



3 Technologies Every Modern Sales Rep Needs: Part 2

Last week, we kicked off our series on the digitally enabled sales rep. Now, we’re discussing three key technologies sales reps must use in today’s selling environment. These technologies – predictive analytics, digital content, and social selling – are real game changers if used correctly.

Predictive analytics

This term is a major buzzword these days, and for good reason. This basic application of predictive modeling is driving significant return on investment for companies. However, predictive analytics can inform much more than just who to spend your time on as a sales person. It can also dictate what you send prospects, when & how you engage them, and provide context around why for sales people. Predictive analytics can go beyond lead scoring for prioritizing prospects – it can be applied across the entire customer lifecycle. These applications provide huge potential for sales leaders as they drive performance. Most organizations are just scratching the surface.

Digital content

Content is the new currency for sales and, if used well, it can be a real differentiator for a sales person. Leveraging digital content allows a sales rep to position themselves as thought leaders and trusted advisors. However, traditional sales reps are not wired to operate this way and many are challenged with this form of engagement, leaving significant opportunity on the table. Figuring out which content to share, at what time, through what channel is not an easy puzzle to solve. Today’s reps need more prescription in this area to help them spend more time selling.

Social selling

Social selling is one of the most over-hyped terms in sales today. Most of the hype focuses on skills required to “sell socially”. However, the more difficult challenge is choosing the appropriate channel, including social media, to reach the prospect. Reps who are able to take advantage of these new channels (beyond just phone and email, including Twitter, Linkedin, Facebook) are able to convert many more prospects into customers, influence opportunities, AND build stronger relationships with those customers. The right channel at the right time is part of the secret sauce to effective social selling.

These three technologies, applied correctly and efficiently, can have a massive impact on a rep’s pipeline. In fact, we have found that by using all three of these technologies, sales teams are doubling and even tripling their pipelines!

More to come. Stay tuned to learn about how to apply these technologies to increase productivity and sales effectiveness!

In the meantime, check out our sales acceleration whitepaper with Demand Gen Report to learn how to leverage these technologies today. Continue reading with part 3!

Has Your Pipeline Caught Up With The Transformation To The Cloud?

If your company is like most tech companies out there, your business has gone through or is going through a fundamental business transformation. The technology sector used to consist of two categories: hardware and software manufacturers. Then came the move to acquire services firms with the goal of increasing revenues, adding higher margins and providing customers with end-to-end solutions. The cloud evolution feels a little different.

Long time technology royalty such as IBM, HP, Microsoft and Cisco are no longer simply hardware or software companies. They are officially devices and services companies blending their products and solutions into cloud and SaaS annuity subscription services. Why have they made this shift? The reasoning is simple. This blended offering is sticky and easier to renew annually compared to products and software licenses that companies must renew every three to four years. The results are concrete. Public SaaS suppliers grow at 28% compared with 8% for software vendors. Similar results apply for hardware manufacturers.

Here is the challenge: this process is not a simple transformation. It requires a sizable investment from both the tech manufacturer as well as their partner sales channels. Some have adapted well, while others are slow to change. The message appears to be “transform or be left behind”. Strong manufacturers have enabled their internal teams and partners in the new model. This includes a shift in compensation, training, sales enablement, and specifically marketing support among many other elements. Companies have moved from a sell, support and sell again cycle of 3-4 years to an annual sell, onboard, drive usage, success and advocacy before renewal model.

The question now becomes, how do you manage your sales pipeline once you have made the shift to an annuity subscription model? Like the cloud, customer retention is always on. Most marketers understand that there has been a sizable shift in how customers buy in the last five years. Statistics show that today’s buyer completes 67% of their journey digitally. We have more data than ever on our customers, and SaaS and Cloud solutions provide even more insight into customer usage. So, how can sales and marketing teams adapt to these buying patterns and keep renewals flowing? Creating always-on prospect and customer nurturing programs that leverage data and customer insights helps companies take advantage of the digital reality and step ahead of the competition. Stay tuned for part 2 where we’ll dive deeper into how technology companies can nurture prospects and customers to increase renewal rates.

How Facebook’s Algorithm Change is Making Our Lives Harder (And What to Do About It)

Social Media Marketing via Facebook, for most brands, started out like that perfect pair of shoes: comfortable, you know you’ll get noticed when you slip them on in the morning, and best of all, they were given to you as a gift so they didn’t cost you a penny.

Last night I gleefully rediscovered my favorite pair of kicks in the back of my closet, so forgive the continuing metaphor.

However, like most trends, such shoes don’t go unnoticed, and before you know it, everyone has them. You no longer stand out among the crowd when you wear them. You know that the quickest and simplest way to up your game is to invest in a new pair of luxury shoes at a luxury price. Alternatively, you could take the road less traveled and try to re-think your entire shoe-wearing strategy with careful (and risky) DIY touches of rhinestones and studs.

What is changing and how does it affect my business?

For the past year and a half, Facebook page owners have been able to drive traffic by simply posting linked content to Facebook. The posts are exposed to a wide range of Facebook users, and the reach can spread like wildfire.

Now, the landscape is changing. Facebook is making three significant changes to its news feed algorithm, which overall may trigger a steep decline in referral traffic and post reach. These changes are outlined below:

1. Users will be exposed to back-to-back posts from the same source (something Facebook had not historically allowed).
Facebook’s reasoning: Facebook is adjusting this rule so that users with few and/or inactive friends have more activity in their NewsFeed.

Effect on brands: This could possibly be beneficial to brands, as users are now able to see more than one of a brand’s posts in a row.

2. Content posted by friends > content posted by brands.
Facebook’s reasoning: To make the NewsFeed more engaging and to ensure that users don’t miss “big moments” in their friends’ lives, Facebook is showing more posts that users likely care about. Friends’ photos, videos, status updates, and links will rise to the top of the NewsFeed.

Effect on brands: Having more friend posts in the Newsfeed poses a direct threat to brands, given they are competing for the same real estate. If users enjoy content written by friends more than by brands, they’ll start seeing posts by their friends more than that by publishers.

3. Posts showing what friends have Liked or commented on will be hidden.
Facebook’s reasoning: Through focus groups and surveys, Facebook has determined that users aren’t as interested in this content. Moving forward, they’ll share these updates sparingly and lower down in the NewsFeed.

Effect on brands: Again, this update is great from a user perspective, but bad for brands, as it could really diminish reach and the ability to ‘go viral’, as second-hand interactions will be limited.

What can I do?

If you’re biting your nails as you read this, take your fingers out of your mouth. This isn’t Facebookmageddon, it’s just a more dynamic playing field. You really have three clear solutions: pony up money, be strategic in better aligning the content you publish with your audience’s interests, or leverage other platforms.

Pony up money
Promoted posts are an essential part of Facebook’s monetization strategy; it’s understandable that Facebook is comfortable limiting organic reach. If Facebook Pages are a key piece of your company’s social media marketing strategy, you should now consider using Facebook ads in order to get the same engagement that you’ve been getting with organic posts.

Be strategic
Are you a small business without the budget to spend on Facebook advertising? That’s okay, you just have to be a bit more prescriptive with your marketing dollars. Keep in mind that the NewsFeed experience is unique for everyone based on pages users follow, content they interact with, and closest friends. To visualize this, let’s assume three factors:
1. Amanda doesn’t follow news outlets on Facebook
2. Ariel is an avid news follower, especially MarketBridge’s Digital Bridge!
3. Amanda and Ariel are close friends

While Amanda has never heard of The Digital Bridge (what a shame), she’ll see Ariel’s post linking to Emily Macon’s blog discussing Facebook’s Algorithm change. Amanda is interested in Social Media marketing and trusts Ariel’s thought leadership. Viola! Amanda has been exposed to the Digital Bridge (and she likes it). Tying back to my previous shoe metaphor, there is the DIY solution. It takes time, research, and energy to produce content that is robust, interesting, engaging, and most importantly, relevant for your target audience, but it is possible.

Per this example, brands still have the opportunity for referral traffic and post reach, as long as their content is robust and relevant enough that users want to engage with and share it (perfect segue: is this article helpful? share it on Facebook!).

Think outside the box
Maybe you shouldn’t be thinking so hard about shoes, and instead invest in differentiating yourself via a statement necklace or fedora. For the foreseeable future, Facebook will continue to be a great place to build a free online presence, but may no longer be the best way to drive meaningful engagement with prospects and customers. You may want to invest more resources into email, although here you must be wary of Gmail filtering many promotional emails out of the primary inbox. Additionally, your company should consider other Social Media platforms, depending on your audience. For example, if your target audience is primarily millennials and/or females, your business should consider leveraging Snapchat. By taking a moment to stop and rethink your strategy, you may wind up with much more robust results down the line.

Facebook’s NewsFeed algorithm changes should be rolling out over the next several weeks. While the updates aim to improve the experience for most users, these changes could have a negative impact on business pages. To maintain high reach and coverage, businesses should consider paying for Facebook advertising, be more strategic in providing engaging and relevant content for its target audience, or begin exploring other platforms for lead nurturing.

3 Useful Tips We Learned at Oracle MME

Last week, MarketBridge partner Eloqua hosted a little event you may have heard of – Oracle Modern Marketing Experience. We joined throngs of marketers and Oracle Marketing Cloud users in Las Vegas who were eager to return home with tips to impact or even transform their departments. As passionate modern marketers, we were of course compelled to share what we learned.

Reflecting on the show, we just had to highlight our favorite presentation of the week. Jay Baer spoke about Smart Marketing in the context of what he calls Youtility. He defines Youtility as, “marketing so useful that people would pay for it.”

Sounds simple, doesn’t it? Yet, even marketers with the best intentions – marketers who recognize that the customer must come first, marketers that were born into the age of inbound – fail to recognize the difference between help and hype. As Jay pointed out, there is only one letter of difference between the two words, but this one letter is the difference between being useful and being irrelevant. Put another way, Jay suggested that marketers “stop trying to be amazing and start being useful.”

So, how exactly do we make utility a reality?

Here are the three key types of utility to start creating customers for life.

1. Self-serve information

It’s nothing new – your customers are researching you well before interacting with sales. With the explosion of smartphones and tablets, consumers are demanding much more information. In fact, Jay shared that in just one year, the amount of information required before purchasing a product doubled from the previous year! How is your organization getting ahead of this?

The example given was about Holiday World, a family-owned amusement park. For every single ride at this park, consumers can find a detailed FAQ page on the website. Holiday World wants to ensure customers are prepared before they show up at the park so they can just focus on having a great time once they arrive. Undoubtedly, this treasure trove of information provided to customers is the reason Holiday World is the #1 park on TripAdvisor.

If nothing else, remember this: “Relationships are created with information first, people second”.

2. Radical Transparency

As in life, the truth in marketing always comes out. So, if your customers are going to figure everything out, why not be radically transparent? After all, trust is the filter through which all business success must pass. Jay highlighted the example of McDonald’s, who provides the option for web visitors to ask any question about their food. Best of all, trust is measurable – after implementing this program, McDonald’s received a 16% increase in customer trust. Transparency for the win!

3. Real-time Relevancy

Are you having conversations with your customers? Demand Generation is important and PR is sexy, but focusing on your customer can truly produce some amazing results. Real-time relevancy is all about the best possible solution for your customer at a given point of their buying journey.

Jay shared the example of Ikea “moving day”. In Montreal, most of the population moves on July 1st. (side note, how scary is this image!?) Ikea consulted with their customers in advance, and discovered that their true need was boxes. So, they decided to give away boxes as part of their campaign, resulting in a 24.7% sales increase.

The presentation also highlighted the importance of using the power of marketing technology (OMC or other) as a catalyst to achieve success. We often see our clients buy into the dream of marketing technology only to find out that their outdated processes prevent them from succeeding.

Most of us knew going into MME that modern marketers need to cater to digital buying behaviors, but the concept of Youtility was something fresh and, well, we’re just going to say it: USEFUL!

How Marketing Automation Can Help You Better Engage with Customers

As a seasoned marketer, one of your daily challenges likely involves better understanding your customers.

You know it has never been more crucial to do so, because the only way you can generate demand for your products or services is if you truly offer the value your customers are looking for by solving for THEIR needs.

But putting on the hat of the customer while thinking like a marketer can be puzzling to say the least. Now the influx of marketing technologies available out there make it easier to solve this puzzle. Yet, you still have some homework to do if you want your data collection to be meaningful, because while the goal of a marketing automation platform is to help you generate more qualified leads, it won’t directly solve the problem of understanding a customer’s engagement with your brand. Here’s why…


What can Marketing Automation do for you?

A tremendous amount of things, starting with helping you build a wealth of knowledge around your customers. It is both scary and wonderful. Marketing automation does offer a myriad of benefits, and regardless of the tool you are using, a key value of it is having that front-row seat to what is happening behind-the-scenes, such as: Which keywords buyers are using to get to your site, which email they are more responsive to, and most importantly, what kind of behavior, trends and patterns can be pulled across multiple segments of users. You get to know them better at every step of their journey, every interaction they have with your content.

Life just got easier because the data told you what is happening with your specific groups of prospects and customers, definitely putting your marketing efforts in a better place: But is optimizing your next campaign really a “done deal”?

Well… here’s the problem – Marketing Automation stopped there: it told you What, not Why.

It gave you access to better information about what customers are doing, and yes, you were able to track who downloaded that infographic … But you still don’t know why that user never responded to any offers and fell out of your sales and marketing funnel. Why is the business losing a lot of opportunities at a specific stage of the buying cycle?


Developing a Customer Persona: A Step Closer To Demand Generation

At this point, you need BIG INSIGHTS. You will need a combination of the quantitative data provided by your automation tool and the qualitative information collected from actual human-to-human interaction.

  • We’ll get to that human-to-human interaction in a minute, but first, you need to capture and understand what happened. Dissect all the data captured, and put it back together to paint “the story” of your different buyers’ journey. You want to look for similarities in level of engagement across your users and group them into segments, netting about 4-5 segments. You may choose to develop groupings of your “new visitors”, or bucket all the users who signed up for your newsletter but only purchased once, or group all the customers who are most responsive to a discount offer you sent via email…The analysis of your data will help you identify segments.
  • Once you’ve identified similar behavior and trends across your groups of buyers, you are ready to develop specific personas. That step involves figuring out- for each of your segments – who they are, spelling out their motivations, trigger points, needs and wants, and taking a closer look at whether or not they are decision-makers or influencers in their market. For the most part, you will be building hypotheses based on secondary research and your expertise.
  • Prioritize your prime segments and reach out to a specific sample to understand why it happened. Marketing automation can help you identify individuals who fell off at a certain point in the funnel, so you can contact them about why their journey ended, capturing their needs and trigger points. Holding interviews to validate and refine your understandings will provide you with greater perspective to your buyer’s interest area, interest level, and stage of the buying process.

That’s the human-to-human interaction, and it is key if you want to develop relevant content that maps back to your specific personas and create better demand generation.

Marketing Automation tools will not replace the qualitative data you need to create interest and change users’ perspectives of your brand – so make sure you spend enough time and effort to collect the BIG INSIGHTS you need to know your customers.

Three things to leverage today:

  • Capture “what happened” – Data from Marketing Automation or Web Analytics will help you sketch what your buyers’ journey looks like, and help you develop customer segments. Look for trends and patterns to build your segments
  • Develop personas, presenting customers’ pain points, gaps, needs and trigger events
  • Select a specific group of individuals to interview them on “why it happened” to validate your insight and use those findings to optimize your next offer for demand generation

Uses for Marketing Automation, Aside from Lead Nurturing & Scoring

Let’s do a little exercise.

Scenario 1: You receive an invitation to join a loyalty program at Store A, where you have shopped once or twice before. You are notified that you get 10% off of your purchase if you join the rewards program, therefore you sign-up. You leave and don’t hear back from the store.

Scenario 2: You receive an invitation to join a loyalty program at Store B, where you have shopped at once or twice before. You get 10% off of your purchase if you join the program, therefore you sign-up. This time you leave the store and immediately receive a “Thank-You” email for signing-up, as well as a list of all the benefits you now have access to as a member of the loyalty program. Every few weeks you are informed of new or relevant exclusive member rewards and benefits to which you now have access.

Which store would you be more likely to return to? – Chances are that you would chose Store B.

The difference between Store A and Store B is that Store B uses Marketing Automation to continuously enhance their Customer Loyalty Program, whereas Store A’s Marketing Automation process ended once the Customer joined the Loyalty Program. Though lead nurture and lead acquisition are important, what businesses with loyalty programs must remember is that it is just as important to keep engaging members even after they have joined the program. What good are new members if they don’t come back in and shop with you? Loyal members that deliver a high customer lifetime value (CLV) is what companies should strive for. So stop measuring a loyalty program’s success on the number of registered members, but rather by the number of active members. Your business must have a system in place to continually engage these members, and Marketing Automation can be your effective solution.

When thinking of Marketing Automation for tracking product interest, customer activity and channel preference, you can use this information to create the proper engagement campaign. So what about Marketing Automation for Loyalty Program members you might ask? – Well it works in a similar way.

Here are just a few member activities your business can use as triggers campaigns in a Loyalty Program using a Marketing Automation system:

  1. Joining the Loyalty Program – Make sure the system sends a thank-you message to new members. In addition to serving as a confirmation that the membership was processed, this message can be used to remind members of the benefits the program offers, as well as encourage future sales by reaffirming how participating and shopping with the program can benefit them.
  1. New benefit/Close to Earning a New Benefit Members can lose track of what rewards they have earned or can earn during special events or while progressing through a program. A new customer benefit provides a perfect opportunity to extend communication and encourage a sale. Who doesn’t like benefits? Chances are many members will come in to take advantage of the opportunity.
  1. Benefit is about to end – Does your member have an unused benefit/reward that may expire? Make sure a Marketing Automation trigger message is in place to remind members to capitalize on this opportunity before it ends. Communicating a sense of urgency can encourage members to come in and shop.
  1. Special Event – Show your Customers that you value their membership by recognizing special events such as your Customer’s birthday, membership anniversary, holiday etc. These are nice opportunities to make your Customer feel special, help keep your brand top-of-mind and to mention how the loyalty program can benefit them during their special day.
  1. Inactive account – Though, ideally continued communications will reduce the number of inactive accounts, there will inevitably be members who are not participating. Or, maybe a member has participated in the past, however these last few months their activity has been slow. Regardless, it is important to reach out to these members to revive their interest in the program. No matter the tactic you decide upon, whether it be reminding them of their benefits, sending a funny media clip, or describing how the program can benefit them if utilized, it is imperative that communication is delivered to help turn these inactive accounts into active accounts.

Long story short, can Marketing Automation be used for lead nurture and acquisition? – Yes. Should you stop there? – No. Existing customers have already shown their approval for your business, now you just need to remind them of how your program can continue to benefit them. Marketing Automation can serve as the perfect, low-hassle medium to keep a loyalty program top-of-mind, drive repeat usage and sales, and build a positive active member relationship. So make sure you’re thinking beyond the old mindset of putting the most effort into member acquisition, and instead have Marketing Automation help you increase the CLV of your current members.

For more Marketing Automation tips and strategies listen to our recorded webinar Is Marketing Automation Failing You or Vice Versa?