Resources required for MA tool operation

 

Marketing automation requires a lot of resources. Originally, MA is often used for "automating and labor saving work related to demand generation".

What is demand generation?

 

To start demand generation in earnest, various resources are required.

 

In lead generation
Measures for attracting customers to websites (SEO and SNS utilization), advertisement management, offline measure management (exhibitions/seminars)

In lead nurturing
Owned media operation (article creation), nurturing mail management, white paper and seminar management

In lead qualification
Setting and review of scoring, log analysis, closing seminar, follow call

 

Scrutinizing the customer DB as a business related to everything
Coordination with linked DB (SFA, CRM), name identification, data cleansing, definition of score with each department

You'll need a lot of marketing resources, etc.

 

In particular, the resources needed for lead nurturing are very large, and most marketers have trouble creating emails for people with various consideration levels and hobbies and preferences, and creating website contents that support emails. Can be said.

 

It is too difficult to do all the above tasks when there is only one marketing person in the company.

Therefore, it is necessary to prioritize and execute operations from the ones that are most cost-effective.

 

Therefore, we have prepared the MA utilization steps recommended for companies with few marketing resources.

* In this article, we will mainly explain STEP 1.

 

 

 

Recommended steps for MA tool operation

 

　
• STEP1：Develop the minimum content, extract hot leads and turn them into business negotiations
• STEP2：Continuous contact with owned leads (lead nurturing)
• STEP3：Start full-scale automation

 

STEP1：Develop the minimum content, extract hot leads and turn them into business negotiations

 

Companies with few marketing resources tend to spend resources on medium- to long-term nurturing activities because most of the companies exhaust resources to create the latest deals.

However, since the use of MA tools will definitely come in the future, it is important to start activities as it is possible to start from a minimum.

 

Therefore, we recommend that you proceed with measures based on the idea of ​​"Quick Win".

 

A quick win is a way of thinking and measures that aim to achieve short-term results while keeping in mind long-term vision and goals.

 

The win in the operation of MA is business negotiation creation. (Essentially an order)

And as a measure to create quick (most recent) business negotiations, the priority should be given to the effective use of information assets (leads/websites).

 

・Reuse of business cards collected in past marketing activities
・Utilization of access logs of the currently owned website

would be the main content

 

Among the business cards collected in the past, there are some users who will start studying at some point, although they were not immediately considered at that time.

There is overseas data that 80% of users will make contracts with competitors within 2 years if users who have contacts are left alone.

 

In other words, although it is a small number, there are some prospective customers that we are considering recently and that are likely to be considered soon.

 

It can be said that it is a big step at first if you can extract the examination layer (exposed layer) and the quasi-exposed layer hidden in the business cards collected in the past.

 

A measure using email is often used as the extraction method.

*It is easy to be confused with mail nurturing, but in this case it is reuse of past business cards.

 

A method of approaching past business cards by sending an e-mail with a content that promotes examination or "information that only the reviewer should care about" and extracting the users who responded to that information I will continue to use past business cards.

 

Business negotiations can also be created by "utilizing sales of website access logs" in parallel with the use of past business cards.

 

Direct CV will occur if a certain amount of access is collected on the website, but there is a method to make more effective use of the collected access.

 

(1) View browsing page history of CV (form submission) users
(2) Acquire and utilize company information accessed by non-CV users

 

For (1), since you can obtain the browsing history of each individual by using MA, approach after grasping the page you are looking at, such as "A looking at the price page" or "B looking at the seminar details page" Will be applied.

 

In addition, it can be seen that the user who CVed in the past revisited the website after a long time. If you can understand the individual who is taking action that seems to have a high level of consideration, or the person who may have resumed the consideration, you will have a lot of different options.

 

(2) Normally, you cannot get a personal name or browsing log unless you have a CV, but MA tools often have a corporate log acquisition function.

In order to make the most effective use of the access collected on the website, users who have not reached CV can also approach by acquiring corporate information.

 

Since there is no personal information, the approach method will be an anonymous approach such as mail DM (letter), FAX, telephone, form DM, etc. However, because it is a company that is “not a little interested in” its own products and services, it is a dark cloud. It's overwhelmingly more efficient than taking a sales approach.

 

 

 

Summary

 

In this way, STEP1 should concentrate on creating Quick Win using MA, and stick to how to produce results from the log-based approach.

 

Based on the results, we recommend that you expand your marketing budget and personnel to evolve towards STEP2 nurturing and STEP3 automation.

 

In addition, we recommend "Thorough approach" as a surprising measure for Quick Win.

 

If your company lacks marketing resources, give it a try.