Gone are the days when companies could do this and still generate satisfactory results. Today, the customer is in control of the purchasing journey. Thanks to the Internet, they are the ones who decide when, how and where to find out about their needs, long before they even consider contacting your company. By the time someone on your sales team says “hello” for the first time – and starts that tired speech – more than half of the purchasing journey has already been completed.
The problem isn’t just in sales. It’s also in marketing. I bet australia contact data website, your social media profiles, your Google ads, and your email marketing campaigns do exactly the same thing, offering the same content to that hot lead who has the ideal profile and the money to buy from you, and to that student who’s just looking for an internship.
For companies, the challenge is clear: adopt a marketing and sales strategy that adapts to their customers’ buying habits. This means being present at the most important moments of the buying journey, from the first Google searches to the link on Facebook or in the email, which will deliver the right content, at the right time, to the right person . All to show the customer that you understand the problems they face, and that you have the ability to help them solve those problems.
To put this strategy into practice, your company needs to master something called marketing and sales automation. And what on earth does this marketing and sales automation do? Below, I describe two of the most common automation features and how each helps you attract, convert, and qualify your leads.
1. Smart Content
From a marketing and sales perspective, having a website that offers the same content to everyone means wasting opportunities every day, 24 hours a day. Worse still, the more traffic you have, the more wasted you are.
Among the thousands of visitors your website receives every month, there’s a little bit of everything. Students looking for internship opportunities, journalists looking for information about your market, investors, suppliers, partners, and employees.
Inbound 2021
There are also potential customers who have never heard of your company and are still at the beginning of their purchasing journey. And, among all these people, there is a customer who has the profile and interest to buy from you today.
With the smart content feature, your website stops being static and becomes dynamic, recognizing the profile and origin of each visitor and offering the ideal content for each one . Some examples:
For someone who has already visited your job openings page, your website displays an application form for your internship program.
For someone who visited your pricing page and is in another state, your website displays the contact information for your nearest branch.
For someone who is already a customer, your website displays your support page or FAQ.
And for someone who is already further along in their sales funnel, their website displays a case study of the segment in which the company operates, accompanied by an invitation to schedule a presentation.
By using smart content functionality to personalize each visitor's experience with your website, you identify potential customers right away, shorten the learning period about your products and services, and deliver more and better leads to your sales team.