Marketing Automation Software – The Key to Your Success

I’ve said it before and I’ll say it again: “People buy when THEY’RE ready to buy… and NOT BEFORE!”

Nearly 7 out of 10 people who say “No thanks” today will say “Yes!” inside 12 months.

Let that sink in for a moment… that means you need to keep asking, or put in a more more palatable way – keep following up.

But who has time? I mean it’s tedious, boring work isn’t it? Remembering to send that email, to mail that card, to call that client. Ick…

And the rejection. The voicemail tag. It’s enough to make you want to run away and join the circus.

But what if there was a better way? What if there was a way whereby a hundred digital hands lifted you up and did all the ‘dirty work’ so you didn’t have to?

Well I can tell you that this ‘nirvana’ exists and has done so for quite some time. Welcome to the wonderful world of marketing automation – and in this particular fairy tale: marketing automation software.

Of course, in this story the tale is true. No monsters, damsels in distress and toads to kiss. Nope, simply a case of clarity, describing the process you undertake when courting a client (marketing or selling to them) and then automating it.

I’ve been doing this for years, more than 25 to be exact. Of course to be fair in the beginning I sucked at it. Most folks do when they start out, of course it was the 1980’s and technology was a blunt instrument – but what the heck, we tried;-)

Today the idea of automating marketing is not new, in fact it’s quite ‘old hat’ as solutions go. What does make it exciting for me though is the advances that have been made in technology over the past 20 or so years.

When I first started modeling business processes and then converting them to automated subroutines, the world was a very different place. Today those same “dumb systems” are capable of adapting and changing the flow of messaging based on the prospects interaction with the system!

That’s amazing. It’s bordering on adaptive logic. Maybe that’s too much technology to share here, but what it means is this – your sequence of follow up messages can adapt and change based on how the prospect reacts – imagine they react very strongly in a positive fashion, would you still keep dripping messages on them?

Heck no! You’d try a pre-close on them ASAP. And I’m betting it’d work too. And if it did not, you can still keep following up with abandon…

Why? Because YOU ARE NOT DOING THE HARD WORK! The system is. It’s so liberating using technology today, it’s why I write about it and why I spend a great deal of time exploring various solutions on the market today.

Here are just 2 of my favourites: And NO they’re not in the same league so don’t think this is a review comparison because it’s not.

Let’s start with EMAIL FOLLOW UP and the arguable leader of the pack: Aweber.

This marketing automation tool is definitely one of the main players in sequential email delivery. It even has some automation logic whereby you can be unsubscribed from one list (or flow of messages) when you join another. It’s pretty basic, but it’s rock solid and I wholeheartedly recommend it to anyone who wants to only focus on email follow-up marketing.

Of course, if you want the full suite of follow-up technologies – including an email follow-up unlike any other, you really need to take a good look at Infusionsoft.

Now, in the spirit of full disclosure I should say that I am have an interest in both Aweber and Infusionsoft and in the case of the latter solution, I’m an Infusionsoft Certified Partner and Marketing Automation Coach or CMAC.

That doesn’t mean I don’t recommend Aweber – I do, but when I meet a client who wants to double there sales by fixing their follow up I have to recommend Infusionsoft because of its superior technology features.

For instance it can follow up with email, it can send letters, fax follow up, voicemail follow up, sales-force automation commands and so much more.

And like I mentioned above, it can ADAPT. Infusionsoft knows when a contact takes and action and can alter the approach it uses to following up with that contact. This along makes it worth the price of admission.

And the price for either solution is pocket change when you consider the increase to your business. So if you’re serious about marketing automation software then I urge you to (a) check out Aweber if you only want a sequential autoresponder, or (b) checkout Infusionsoft if you want the whole package and then some.

Infusionsoft – The Ultimate Marketing Automation Software For Small Businesses

Infusionsoft is all-in-one marketing software designed mainly for small businesses, to enable them conquer the top three challenges of growing a business i.e. generating more lead, generating more repeat sales, and generating more income without more labour cost. Infusionsoft combines CRM, email marketing, complete ecommerce suite and more to achieve these.

At the heart of Infusionsoft lies an extremely robust contact management system. If you value solid relationships with your prospects and customers, then you should be storing their information in a secure, reliable database system. With Infusionsoft, you can access, analyze, slice & dice your customer information. The end result is better marketing and better customer communication. The Email Deliverability Assurance program in Infusionsoft ensures that your emails cut right through spam filters, bypassing the junk mail folders, and head straight to the recipient’s Inbox. Infusionsoft also includes full calendaring and task capabilities, which enable users manage their projects effectively.

Users are able to execute email, voice broadcast and fax within Infusionsoft after importing lists into the system. Furthermore users can extract lists for direct mail, call center, and/or other external vendors. The CRM features of Infusionsoft enable users to handle telemarketing quite easily. The system has an email builder with complete features, implements double opt-in procedures, closely monitors client results, and uses a “three strikes” policy to educate or remove violators if need be.

Adaptation is one of the impressive features of Infusionsoft. As a user, you can set up different levels of activities that follow submission of a form or other actions a prospect takes. This activities can include sending the lead to an affiliate or salesperson, tagging the lead’s information for later submission, assigning the lead to a sequence of follow up emails, etc. Each answer to any given question in the form is linked to a unique sequence of follow up, and users can put filters in place to ascertain whether actions really occur. Subsequent actions can automatically remove a lead/customer from the existing sequence and assign him/her to a new one. This is to say that what a lead/customer does determines what Infusionsoft will do; this is where the power of Infusionsoft really shines through. If you get this bit right, the end result will be a phenomenal lead/customer treatment, which will bring about a lasting relationship with customers once you have a great product/service on offer. This is what lead nurturing and demand generation should be about, and Infusionsoft delivers it effectively. Infusionsoft is indeed the crème de la crème of marketing automation software for small businesses.

The system does your billing and accounting as well, i.e., Flexible continuity programs (billing customers on a periodic basis), Installment payment tracking, Automatic credit card retry (for failed credit cards), Sales, Payment, and Receivables report. If you have affiliates who market your products, the system can track which of the sales come from each affiliate, and how much money you owe them.

Why You Need Business Marketing Automation Software

Getting exposure for your business in the climate of growing competition is the key to your success. How you get that exposure is what some business owners have a struggle with on a daily basis. Most business have a website but don’t get the traffic they want. Then there are others that get a decent amount of traffic but don’t know what to do with the visitors to their site. Business marketing automation software can provide you the essential tools to analyze the visits to your website. You can dissect the information you receive to enhance your website in many different ways. Have you ever thought about an email campaign that keeps you in contact with your website’s visitors? This is a sure way to retain your customers with special offers and provide them with updates and other information specific to your product or service.

There are plenty of business marketing automation software campaigns available to you. Finding the right software that is specific to your business and what information you want to gather and use is the key. Just selecting a software that you can’t use effectively will only deepen your trouble if you are trying to grow your business. Customer relationship management is very important in today’s business environments. Customers want to know that they are appreciated and like to be shown they are appreciated. Finding creative ways to get that message to them is essential if you want to keep repeat visitors in the palm of your hands.