Everyone loves a marketing success story to implement into their own practices, but this one has a catch: you’re going to need experts, and you’re going to need some tools.
As B2B technology marketing experts, we know what it takes to harvest leads across multiple channels and get meetings booked in for our customers. We also know that automation tools and marketing AI is an underwhelming dependent for success, but that when combined together - some continuously amazing results can flourish. This gave us some really grand insight into just how successful and receptive these tools can be with reaching marketing goals when they’re fed by the right sources.
Here’s how it went down:
1. We let experts be experts
While marketing automation and AI tools played a significant role in these campaign successes, it was the TechTent team’s technology marketing expertise that made all the difference. Without a deep understanding of our client's target audience and industry, or the plethora of strategising so that automation could truly run its course - we would not have been able to create a campaign that resonated with the leads we generated.
2. Automation churned the sales funnel
Based on the road we paved for our automation tools and strategies, we oversaw how these tools were able to transpire lead nurture processes with personalisation and utter relevance. Thanks to the recipe we taught our automation processes, we generated continuous personalised education, engagement and contact across specifically targeted audiences in an organic and entirely efficient way. Automation really gave way to a reliable way to keep in contact and stay in the lens of potential leads without requiring manual follow-up or intercept from our team or our customers.
3. We questioned the AI
Naturally, suspicion ensued. Our expertise is the only thing that allows us to identify and resolve potential roadblocks and efficiently optimise our approaches and strategies accordingly. If leads were dropping out of the sales funnel after a certain point, only we knew where the refinements had to go - no automation could help us there (that we know of?!). We deep dove into data analysis and optimization to track campaign metrics, identify patterns and trends, and optimize our approach. By analysing campaign data, we were able to adjust our targeting, messaging, and tactics to improve conversion rates and maximise ROI in the automated churner.
4. We let the sales team sell
With handfuls of consistent leads erupting from well strategised and considered campaigns, we quickly emphasised the importance of a strong sales arm amongst our customers team. Experts in their own realm and noncomparative with AI or automation, it’s the sales team that closes deals and generates the revenue. Your sales team is the only resource that can provide personalized guidance throughout the buying process, tailoring their approach to the specific needs and pain points of a diverse range of leads. Automation stands no chance of offering and selling niche concerns and solutions for specific customer requests.
The results?
We converted 17% of a cold targeted and personalised audience into business leads in just three months. And while automation and AI tools played a significant role in this success, it was our marketing expertise that allowed us to create a campaign that resonated with potential leads.
Here’s the thing, automation and AI are powerful tools, but they're only as effective as the strategy behind them. Without a team of marketing professionals who understand your target audience and product, you leave the prospect of success entirely up to chance. Our success with this campaign is a testament to the importance of combining automation with expert marketing strategy.
If you want to achieve amazing results with automation and AI tools, you need marketing experts in your corner. They'll help you create a personalised, targeted approach that speaks directly to your target audience and drives business growth.
Trust us, the results will be worth it.
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