Marketing Automation Robots, Why do I Need One?
Marketing automation has come a long way since we saw Hubspot introduced around 12 years ago. Continual updates and upgraded reporting and data analysis makes it seemingly impossible for a brand to survive without the process.
The most simple explanation for me is that a website page or landing page can collect more information per minute, hour, day, month or year than a single human being can. That is providing of course you can drive the required amount of traffic into it.
You couldn’t tweet, post or share enough as a single person, and if you are focusing on acquiring business in multiple time zones then potentially you need to be posting all around a 24 hour period, 365 days a year.
Do you understand your metrics
Worryingly, I see adopters of marketing automation still not focusing on basic metrics like traffic rates vs conversion rates (that is supply of information for return of media asset), then after the conversion rate how many stay within the lead nurturing process.
Post that, how many then convert into a paying customer?
These are basic but necessary metrics you need to be aware of and understand. They directly reflect the profitability of your firm and show the ROI (return of investment) in the marketing automation technology.
The success of the marketing automation process is all about tweaking your marketing automation workflows according to the data at hand. It is not a solution that you simply install, apply and let it run.
What if you could use automation, no not the current automation you are applying, the use of robots.
The soon to be outdated lead nurturing activity that you currently apply isn’t going to last.
Marketing automation robots
The age of the internet has heightened our demands for instantaneous access to everything we want. Highlighted by the trend towards robotic integration and the demand for artificial intelligence and machine learning.
This will enable you to take your website prospects through the nurturing process instantly, or at least as quickly as your prospects desires.
No more Attract, Convert, Close, Delight in segmented separated stages, but a more direct slide through the process by onsite marketing automation robots or chatbots, ready to take your prospect through the funnel in minutes.
The stats state that we are 60% through the buying decision making process before we even open a browser on our mobile device or desktop and start the search process.
But consider this, in ecommerce search, if you find what you like through a few searches you can typically buy it immediately. Flip that into the business to business world and the process takes much longer.
But what if a marketing automation robot could answer every single question your prospect has whilst he or she is on your site?
Does that speed up the buying process?
Can you get a prospect to trial or consultation stage much more easily?
We know it’s not about being on page one of google that shows success, that approach is for the naive and is a complete vanity metric.
The ambition is for traffic not ranking. Ranking should be a by product of good quality content production because your high levels of traffic show it to be worthwhile content to search engines.
It’s about conversion and sales
So if you increase traffic with content then you should also want to be able to convert that traffic as quickly as possible.
It’s great to have your call to action to take your reader from your blogpost to your landing page to download your media, but you can also grab the email address of your reader via on onsite chatbot.
That way if the interest is piqued, right there in that moment, you have the ability to get that reader to a potential consultation or purchase without additional nurturing massively speeding up the route to market for your business.
They also then substitute as a marketer, sales lead generator and can only be of huge ROI in the short medium and long term.
The investment in robots in marketing automation is comparable to the purchase of a decent mid size marketing automation platform like Hubspot, but far less than the cost of a full-time marketing or sales employee.
The chatbots “skill set” and “knowledge” would be far more advantageous as it can be constantly updated according to changes in the market conditions and is available anytime of the day.
The key I see here is that a typical bot will ask for an email in case you become disconnected capturing that information immediately.
This means you can offer media downloads without the need for further data collection further educating the prospect down your funnel in situ.
Website visitors that don’t supply the information aren’t worth worrying about as they potentially aren’t interested at that point. I would still offer downloads, but to pages that capture the data at a later stage in the conversation.
The opportunities are obvious for those in sales for “warm lead” generation and could potentially up conversion in a huge way.
The marketing automation robots offer:
- Downloadable media
- Recommended blog posts (where your bot would still appear)
- Landing page integration??
- Warm leads
- Instantaneous lead nurturing
And so much more opportunity to businesses of any scale. It’s not about putting people out of jobs as we are automating more and more, it’s about getting to sales conversations as quickly as possible.