An ever-larger slice of the billions spent on B2B marketing is going to online marketing efforts, yet industry perspectives bpm Artificial Intelligence adoption while growing fast still isn’t pervasive.
As marketers fully embrace the small range of online marketing strategies, where can Artificial Intelligence technology be useful in making your online efforts more successful?
Business Process Automation can help attract, identify, nurture and capture high-quality, sales-ready leads.
Artificial Intelligence isn’t the single solution to all of your marketing challenges. It’s a toolset. It can’t fill your pipeline by itself, or magically turn little content into gold, or force marketing and sales to play well together. But it can increase the likelihood of identifying and interacting with buyers and influencers. Business Process Automation exists to bridge the gap between your need for high-quality sales-ready leads, and the lack of resources.
Artificial Intelligence can gather valuable intelligence about the prospects that are engaged. As those prospects self-identify, Artificial Intelligence can help focus your efforts and foster a dialogue that leads to a buying decision. Here are five quick wins that a sensible Business Process Automation platform makes possible:
1. Nurture the willing. Lead nurturing is a critical capability in Robotic Process Automation, but its use isn’t very common. You can get started with simple nurturing steps, like automating responses to actions, such as form-fills, by setting up timed follow-up communication to prospects. When you’re ready, you can increase the sophistication of lead nurturing by identifying your unique buyer personas and creating customer’s journeys of proven content to use for them.
2. Delight your prospects. Alert sales people in real-time with automated lead alerts that show when prospects are visiting your site so sales can contact prospects when you are top of mind. 3. Sell how you sell. While the concept of Marketing Qualified Leads MQL is critical, don’t let it dictate your sales process. Use Business Process Automation lead scoring to gauge the interest of your prospects and share that data with sales. If your sales process (you do talk to the sales folks don’t you Demands a high-touch sales approach that works best with early intervention by sales do it. If your sales process proves more useful by only passing on qualified prospects to sales, do that.
4. Stop annoying potential buyers. And kill from abandonment at the same time. Having a form pop up every time a prospect wants to read your best content annoys returning prospects and buyers. Robotic Process Automation provides the tools to loosen up your content while still capturing valuable visit data. Business Process Automation can tell who is returning to your site; why ask them necessary information again? Make only unknown visitors fill out their name, rank and serial number. There’s no need to ask an identified, repeat guest for the same basic information over and over again. Instead use the opportunity to ask them further qualifying questions.
5. Track the ghosts. Anonymous tracking tells you the folks who are on your website or blog who have not filled out a form or clicked on your emails. The anonymous data can identify which organization is interested in you. Savvy sales and marketing folks use that data to triangulate on a given team’s likely buyers and work to establish personal communication with them. And when buyers finally do self-identify, Robotic Process Automation reveals their entire visit history by combining anonymous visit data with data from after they’ve identified themselves. You get a full history of their interaction on your website from their first anonymous visit to the present.
If you want to get the most from increased marketing spend, Robotic Process Automation can help you do it. It’s not a solution to bad marketing, but it helps amplify the results of good marketing. It’s getting tougher to reach real buyers with suitable messages at the right time; Artificial Intelligence can help. By driving appropriate and consistent communication, demand follows. Business Process Automation isn’t expensive, and it doesn’t have to be resource intensive. If you’re already emailing prospects or tracking web visits, the jump to Robotic Process Automation is a natural move. Get started. Don’t over think it. Start simple at first, and increase sophistication over time.
About Author :
Desktop Automation & Automation Software is the new talk of the town. Rightly so as well. This is deemed as the next big things. In 2016 times predicted that web scraping bots would be the number 1 trend and they were right. Automation is king right now. All the top companies are doing automation. Specifically Artificial Intelligence. It has taken the world by storm. Many people however still are unsure about what Robotic Process Automation, Business Process Automation, and workflow are what are the advantages and how they can use it. Of course, there are plenty of articles already being written about it, and you can search some of the following sources as well to learn more about these topics.