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Marketing Automation

Lead generation is the marketing process of attracting anonymous web users to your content, capturing their interest, and converting them to a lead in your database for the purpose of developing a sales pipeline.

Generate More High Quality Leads For Your Sales Team

The first step towards growing sales and scaling revenue is to provide high quality leads to your sales team that close better than what they are doing now.

What is Marketing Automation?

Marketing automation is a set of tools designed to add significant and powerful capabilities to a marketing team. It also simplifies and automates what used to be complicated tasks. It enables you to generate, qualify, and route the best leads to sales in real time! You’re also able to perform digital campaign creation all within a single, powerful tool. The fact it is all integrated into one tool ensures a seamless flow between marketing users, sales users, and end-to-end reporting makes it essential provided your organization is ready for it.

Digital Marketing Capabilities

Marketing automation lets you implement a digital marketing strategy without having to manually press “send” on each and every email, message, campaign, or post you create. Good automation tools help you identify your audience, design the right content, and automatically trigger actions based on schedules and customer behavior.

Once your campaigns are rolled out and in place it gives you the reporting tools to quickly understand the effectiveness of your campaigns, from topline metrics all the way through to revenue performance.

CRM

A good marketing automation tool also includes CRM and sales pipeline functionality that merges marketing performance with sales performance. Giving your sales team a full view into their real pipeline will make them happy and help them sell.

In a nutshell – if you’re a growing business and want to expand marketing’s capabilities to properly support sales and drive revenue you’ll need to begin thinking about investing in tools that support your goals.

“How do I know if we’re ready for a fully integrated automation solution?”

If your organization is beginning to adopt tools to track your sales, there is a good chance you could benefit from an automation solution. Additionally, if you haven’t adopted Email Tracking, Web Tracking, and CRM tools, but you have the budget, it’s probably time to take the plunge. You can take a quick look at potential costs using our free vendor selection guide (clicking that link will automatically download the excel tool).

The Key Functions of Marketing Automation

User Friendly Interface

Especially if you are using the CRM and pipeline functions, having a user interface that is easy to use is important. Additionally, most marketers are not necessarily tech-geeks so providing them with the tools to get their job done, without needing to be tech wizards is key. In terms of CRM and pipeline management for sales, the interface encourages sales adoption and boosts sales performance.

Email Marketing

Email marketing continues to be the best and easiest way to engage your prospects and customers. Using marketing automation you’re able to trigger emails off of lead behaviours, and tailor the message so it speaks directly to each and every lead.

A key component of email marketing inside a marketing automation tool is to eliminate the need for designers or coders. Marketers can create valuable, beautiful content themselves.

Since the email marketing function is completely integrated with the CRM, sales users can see what’s being sent to their prospects.

CRM Integration

Many companies already have a CRM, but potentially lack the marketing capabilities. Most marketing automation tools come with integration capabilities so it will work directly with the CRM you already use. This decreases the potential disruption a new tool might add.

NorthIQ has worked with many organizations who have sales teams already using a CRM, such as Salesforce. The integration enabled the marketing organization to adopt greater capabilities while not disrupting the rest of the organization.

Automation/Workflows

Automation functionality enables you to manipulate database values, send notifications, send emails, add or remove from lists, and assign to owners. All of this can be created within a visual builder that makes it easy to create, manage and maintain. You don’t even need any technical background.

The next question might be – “How can I use this function in the real world?” If you want to let a sales rep know when their lead comes back to the website? You can do that. If you want to route leads to sales based on geographical territories, you can do that. If you want send a lead an email when they visit your pricing page, you can do that. If you want to create an opportunity when a lead hit a score threshold, you can do that. If you want to be notified when a stalled opportunity revisits the website, you can do that. It’s capable of doing all this and more.

Lead Nurturing

Once a visitor becomes a lead many companies send it right off to sales. This is generally a bad idea because most leads are either not the right fit, or not totally ready for a sales-heavy message. Marketing automation tools provide the ability to engage leads with valuable content about your business, moving them through the buyer’s journey and teaching them about what you offer. Marketers no longer need to click a “send” button at all. Additionally, you can “trigger” email communications based on lead behaviours.

There is a lot potential use case scenarios that I could describe here, with very few limitations. For example, you can cut and segment drips and even email content based on any piece of data in your database. Want to send a different email to CEOs than you do to Manager level leads? You can do that. Want to send an email from their own sales rep? You can do that. Want to send a different email to leads in Canada than leads in the United States? You can do that.

Lead Scoring and Lead Routing

We just talked about not sending every lead to sales. But how do you identify which leads are good? Lead scoring, when set up correctly identifies good leads based on lead capture information and online behaviours that you predict will lead to becoming a potential buyer. It’s highly customizable to your specific needs, so you can set up scoring based on anything that’s important to your organization. In other words, if your key target market is CEO’s at companies with more than $10,000,000 in sales, lead scoring can identify all leads like that and score them accordingly. Sales then uses this score to understand how qualified a lead is.

Lead routing can be triggered automatically based on scoring thresholds, so you can get these hot leads to sales in real time. Even with larger sales teams it’s possible to systematically moves ready-to-buy leads to sales for outreach.

Progressive Profiling

Your visitors become leads at different stages of the funnel. Instead of asking for the same information each time you can use progressive profiling to gather new, and more relevant pieces of information. Additionally, they are more engaged because they have interacted with your content many times which means you can ask for progressively more advanced pieces of information.

Social Media Management

Managing social media posting across multiple platforms is easy with a marketing automation tool, saving a ton of time. Additionally, some tools have social following capabilities so you can see in real time what your leads are posting.

Landing Pages that Convert

Landing pages are a powerful tool that enables you to capture lead data into your CRM. Building landing pages used to require developers and designers but marketing automation tools ensure you don’t need to spend on that. Building landing pages that are visually pleasing and compel visitors to fill in their details is crucial to build your brand and get prospects. Customizable templates also ensure that creation of pages is quick and easy.

Analytics That Enable Smart Decision-making

Marketing thrives when there’s a feedback loop in place. Executing marketing activities on a whim is seldom a good strategy. It is necessary to know what is working and what adjustments you need to make in your current activities. An analytics and reporting tool will help you figure it out. This feature can give you data in a visual format making it easy to understand and present it to company stakeholders. Along with email marketing campaigns, you can also track the performance of social media, landing page conversions, helping you improve your marketing strategy.

Read all of our posts about Marketing Automation

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How Mature is Your Marketing?

Three years ago Craig and I sat down and created a download called "The Kickstart Guide to Marketing using Science, Not Magic", it was basically my bootcamp into the world of marketing. I had always considered myself a "marketing minded designer/developer", the truth was I really only understood the basics. I knew about branding from years of working at Canada's major media brands (TSN, CTV, Alliance/Atlantis, Bell, and The Globe and Mail). I knew a lot about attracting and building an audience. I had even learned about conversions from Craig and had applied the things I learned at my day job to run some successful side hustles. Read More
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