Marketing Automation Is About Delivering Value
At Rhythm, we are working with B2B, B2C, healthcare and lifestyle brands alike on the implementation of marketing automation solutions. And while more and more brands are realizing the importance of investing in inbound and outbound marketing strategies including marketing automation, they often think marketing automation programs follow the set it and forget it philosophy. Not the case.
Okay, in the first stage of implementing a marketing automation strategy you do select a platform and then spend time setting up marketing sequences and reviewing customer journeys and touch points, but after that you can't just walk away. The only true way to continuously deliver value to your audiences is to dig into the data being collected, ask the right questions of your audiences, and keep refining to see what really connects with consumers and moves then to take action.
Marketing automation solutions can definitely create more efficiencies and generate valuable data for brands that result in huge wins, but it's really the people analyzing the data that are responsible for delivering the right message, to the right people, at the right time. It's people strengthened by technology that deliver value and personalized experiences that connect with consumers and get them to engage.
So, when looking for a marketing automation partner, make sure that they not only understand the technical side of the tools, but can speak more to what data they will be monitoring and what they will test and refine to create longevity for the program and achieve results for your brand.
TIPS FOR DELIVERING VALUE VIA MARKETING AUTOMATION
- Your inbound marketing is just as important as your outbound marketing strategy. For example, Rhythm is working with CEP America (a leading provider of acute care management and healthcare staffing solutions in the nation) to design and develop a lead-collection and lead-nurture program based around a patient-centered content strategy comprised of resource offers, dedicated landing pages, emails, targeted paid media efforts and more.
- Segment email lists as much as you can. Ask questions to collect interests and build data tables on top of core tables so that you can personalize messages as much as you can.
- Don't send too many emails. Make sure every email provides value. Don't just send to send.
- The old, hard sales pitch does not work. Your role is to provide information, value-based content to help your customers/prospects make their decision.
- Longer sales cycles may call for a more robust marketing automation strategy with multiple content and offers and numerous touch points to promote those pieces of content/offers.
If you are ready to get started with marketing automation, give Rhythm a shout today.