Today, we decided to talk to you about a subject that is close to our hearts at Markentive: the benefits of marketing automation for service companies . No wonder for a service company specializing in marketing South Georgia and South Sandwich Islands Email List in short. The road traveled since our creation in 2012 has been long and strewn with pitfalls. It is this experience that we will share with you. The problems encountered by this young, still unknown services company and the solutions that marketing automation has brought us . We have thus identified 4 main challenges that affect the majority of service companies:
Within your startup, it is important to differentiate strategic and operational marketing, the people in charge of defining the main orientations and those responsible for their technical deployment. 3) Decide which tasks / functions can be internalized and which should be externalized. Depending on your marketing staff and their inbound expertise, you won’t be able to do everything internally. It’s a trend that many startups have, but it can prove to be detrimental in the long run.
If you want to learn more about the benefits of inbound marketing for startups, watch our dedicated webinar. We explain how to set up and succeed in your inbound marketing strategy when you are a start-up! The final step in structuring your marketing is to determine which operational tasks can be handled internally and which should be outsourced.
Recruit new customers through marketing automation
The great strength of service companies lies in their business expertise. Unfortunately, their weakness is precisely that it is unable to put this know-how in value to attract customers . And this, whether it concerns strategic, legal, financial consulting companies or IT services companies (IT services, etc.).
Generally speaking, service companies recruit clients through their networks . This can be effective for a while, but it is not a scalable process . This is precisely the objective of marketing automation: to industrialize the generation of qualified leads and their conversion into customers . The implementation of a marketing automation strategy is generally done in five steps:
· Definition of personas (typical clients) : what are the roles, challenges and aspirations of your clients? To find out, we recommend that you conduct interviews with your clients. It is interesting to have feedback from satisfied customers but also from those who are less satisfied!
Retain and develop customers
2) The philosophy of marketing automation is not to stop once the customer’s check is cashed and the service is completed. The idea is to transform the customer into an ambassador and to sell him additional services . Cross-selling and up-selling are indeed a major axis of the business model of service companies. For this, it is necessary to continue to nurture and educate your customer with targeted content , just like your prospects.
We therefore advise you to create campaigns dedicated specifically to your customers according to their challenges and the services they have purchased from you. Also plan nurturing scenarios. It takes time, sure, but remember that acquiring a new customer costs on average 5 times more than retaining an existing one.
In order to set good goals, i.e. realistic goals, you need to conduct an audit of your current performance . If you get 1,000 visitors per month, it is unrealistic to expect to attract 15,000 after just two months.If you want to boost your B2B lead generation and learn more about the benefits of inbound marketing for startups, watch our dedicated webinar!