Superhuman Sales

The high-ROI sales generation & marketing agency for tech and ecommerce businesses

Marketing
automation

The quest is at the center of our services deck, because it is how we turn visitors into leads, and leads into customers. But to create a quest, you need the right technology. In particular, you need a way to supply the right content to prospects, no matter where they are in the buying cycle.

By using marketing automation to deliver information that matches their current understanding and mindset, you reach and nurture visitors who are only just becoming aware that they have a problem; those who are still trying to understand what the solution looks like and aren’t yet ready to pick one; and those who are looking for somewhere to put down cash. By creating arcs that correlate to where each person is in their individual quest, you can speak to anyone who may ultimately want to buy—automatically nurturing them to sales readiness.

This lets you optimize spend by tracking every stage of a user’s journey through the system. Evaluate campaigns with accurate and relevant data, improve them through split-testing, and know where every cent is going—and whether it is coming back with friends attached.

The core of this automation technology is email marketing, supplemented at one end by online advertising platforms, and at the other by sales pages—and hopefully your sales team!

The right technology

Although our method is completely technology-agnostic, when we build quests ourselves, we rely exclusively on SharpSpring marketing automation. We came to this decision after a very careful survey of all the most likely platforms, and found most of them wanting. However, we’re not dogmatic about this—if you want to use another automation service that you administer in-house, that is A-OK. All we ask is that it be able to do the following things which are fundamental to the quest method:

1
Recover “lost” leads by retargeting them based on their actions on your site

Doing this lets you put marketing messages in front of visitors that are optimized to their situation, greatly increasing their chances of moving into a sales sequence.

2
Score leads based on their behavior

This increases sales opportunities without extra labor; lead nurturing happens automatically, with no need for complex manual followups. The system tracks user behavior and sends the right nurturing content at the right time.

3
Alert sales staff to buyer intent

Perfect timing is critical to capturing every lead. Your sales staff should get instant alerts when prospects perform actions that indicate sales-readiness.

Along with these three critical features, marketing automation functionality should also include:

  • Email “drip” campaigns to deliver automated content.
  • Email workflows to move subscribers into different campaigns based on their actions.
  • Dynamic list creation based on any user data collected (for example, you could create a list of leads from location X who are interested in product Y and have a lead score above 25 and visited a pricing page within the past two weeks without buying).
  • Email and text alerts triggered by workflows, to communicate with internal stakeholders who will receive actionable data even when not logged into the app.
  • Multiple device tracking, so you can get a clear idea of how subscribers are interacting with your content.
  • Dynamic email content, where you can add personalized components to emails with no manual customization required.

How and why marketing automation works

By offering your prospect (“Sam”) information of value to him, and by delivering it via email over a timed sequence, and by also intelligently upgrading him to new content based on his actions, you nurture him in a way that:

  1. Automatically qualifies him if he is a good prospect;
  2. Reduces nearly all of the typical sales friction.

There are at least four powerful factors at work here:

1. Trust isn’t built in a day

Establishing the kind of relationship that turns visitors into buyers takes time. The chances of Sam trusting you enough to buy something the first time he “meets” you are immensely low, but if you keep sending him edutaining emails that help him to understand and solve his problems in an enjoyable way, he naturally starts to trust you more and more—until you have created a cache of rapport so strong that he’ll be inclined to buy whatever you recommend.

2. People make small commitments before big ones

It’s much easier to get an email address from Sam than money; between 97% and 99.9% of visitors won’t buy on their first visit, but anything between 10% and 60% or more will sign up to receive free information that helps them understand and solve their problems. By asking for an opt-in on the first contact, rather than a sale, you have a good chance of starting a process that will ultimately end in a sale.

3. People don’t buy as soon as they realize they need something

They buy when that need becomes so urgent that it’s the only real option left to them. The great bulk of good leads will meet you before they are ready to buy—while they are still researching their problem. Nurturing these leads is therefore vital, so when they do finally need to solve their problem now, you are already positioned as their trusted adviser.

4. People talk themselves into buying over time.

Related to the principle above is the fact that buying is itself a process of self-persuasion. If you think about how you buy, you’ll realize that for anything important, you tend to spend a lot of time researching, learning, pondering and imagining before eventually something clicks. If you give Sam too little time to decide, the combination of pressure and doubt will prompt him to err on the side of caution—he won’t buy. But give him enough time to think it through, and he’s likely to become a customer.

If you’re interested in speaking to us about how marketing automation could transform your sales process, we’d love to hear from you.

Get in touch for a friendly chat


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