More attention for "nurturing"
In our last blog: 47% chance of being a customer, we found that an appointment of The Blue Hour based on Benchmark research in results in a 47% chance of doing business. Striking is the fact that this chance remained about the same in 2015 and 2016, but that our customers indicated that they would like to pay much more attention to “nurturing” (or maintaining) the contacts they have acquired because conversation takes longer and longer. We wondered how organizations are actively expanding the sales tunnel and in particular how they put this into practice.
To find out more about nurturing existing relationships, we have expanded our own benchmark study with questions about relationship management, available technology (such as marketing automation) and content generation. For more information about maintaining existing relationships, we have expanded our own benchmark study to include questions about relationship management, available technology (such as marketing automation) and content generation.
Increasing usage of Marketing Automation
The increase in use of Marketing Automation is striking: compared to the summer of 2016, we see an increase of 14%. In the meantime, 37% of organizations used Marketing Automation. The main reasons: more sales with current customers (47%) and more sales through “new business” (53%). It is clear that Marketing Automation is used for lead generation and “nurturing” or maintaining (customer) relationships.
Content as "Marketing Fuel"
Buyer Personas are central to Marketing Automation because content is sent based on the characteristics of the persona. Buyer Personas are drawn up on the basis of a group of customers with similar characteristics. A good definition of a Buyer Persona is: “research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, where they buy, when buyers decide to buy, and why they make buying decisions ”(Tony Zambito, 2002).
Marketing Automation without content or Buyer Persona’s sounds a like an engine without fuel. Reason to further investigate. We keep you posted!
Usage of marketing automation
How do you generate content? How do you build buyer persona’s? How do you set up marketing automation? Which systems and software are popular?
Participate in our benchmark study and we will share the complete report.