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By applying powerful Marketing Automation technology, it is possible to integrate all the processes involved in the Marketing and Sales Funnel.
It is often spoken of interchangeably about Marketing Funnel And the Sales Funnel. And although it is true that each one involves different processes of the customer's cycle in their purchase intention (in general, the initial phase corresponds to the Marketing strategy and the final phase to Sales), we cannot separate them because they are part of the same journey. Just as we cannot disconnect Marketing and Sales teams as if they were islands that work independently, since The customer journey is only one.
Although the phases of Marketing and Sales funnel vary depending on the nature of the business and the objectives pursued by that particular strategy, in general we can outline it this way:
What happens is that once marketers and sellers define the step by step of their funnel, they are generally faced with a challenge: how to integrate these processes and how to automatically move from one stage to the next?
The answer: WITH TECHNOLOGY.
Apply a Marketing Automation technology allow the different funnels of your strategy (marketing, sales, conversion) are integrated into one. What's more, when you reach the last phase of the funnel, where qualified leads make the purchase and become customers, the funnel never ceases to exist. These new customers are transformed into new leads and a process of post-sales nutrition begins, aimed at the loyalty and retention of those customers. We're talking about the one”customer lifecycle”, rather than a funnel. A cycle that feeds back and has no end.
Applying technology to every stage of the funnel
Each stage of the marketing and sales funnel involves certain actions to achieve certain objectives that lead to the next stage. Marketing Automation technology allows progress to be effective and any friction or stagnation in any of the stages is “unlocked”.
For example, a common problem for companies is that they generate a lot of leads, but they get few sales closures. By integrating the funnel with technology, these leads can be automatically tracked and qualified so that more prospects have real chances of closing. Or it may happen that the problem is at the beginning of the funnel, and not enough stakeholders are being attracted. Or also in the end, that customers are not being retained.
Let's see step by stage how Marketing Automation technology helps integrate the entire funnel to improve overall results.
Interest — Attracting visitors
This first stage involves planning and research by the marketing team, where traffic attraction campaigns are designed and executed.
Use technology to:
- Campaign creation tools
- Optimizing investment in digital media
- Email marketing campaigns
- Content in different digital media
- Audience segmentation
Conversion — From Visitors to Leads
At this important stage of the marketing cycle, Technology helps you:
- Create landing pages with dynamic content, friendly forms, Smart Popups, Thank you page Include livechats and chatbots
- Trigger automatic actions or content when converting
- A/B Testing aimed at improving lead generation
- Lead segmentation for an excellent Nurturing strategy
Decision — Nutrition process to go from Lead to Sale
Apply Marketing Automation for:
- Lead Scoring according to profile and behavior of contacts
- Create nutrition workflows and track each lead
- Automatic contacts via email, WhatsApp, SMS and other channels, providing valuable content to the lead
Sales: customer service for the lead in the Contact Center
The integration of the Marketing process with the Omnichannel Contact Center allows:
- Contact automation to make the most of hot leads: Immediate call as soon as the digital contact or enhanced with campaign information, keywords, form data and personalized script completes the form.
- Leads that are not qualified for sales are automatically moved to a nurturing process.
- Personalized lead contact based on your Scoring and preferred channel
After-sales
To build customer loyalty, technology supports on-boarding, delivery and customer relationship activities. This allows:
- Customer Service and Service Desk support
- Automatic Upselling and Retention Actions
- Integration with CRMs and systems for automatic sales entry, post-sales monitoring and collections
The advantages of integrating the marketing and sales funnel with technology
Lead Tracking and 360 visibility
Your investment becomes more profitable since you have the lead lifecycle control that come to your pages. A technology such as InConcert Marketing & Sales tracks each lead from generation to closure in the contact center, giving you information in real time so you can make all the necessary adjustments, from buying media to distributing sales calls.
The immediate distribution of leads to agents, the available closing tools, the management of multiple simultaneous channels and the constant feedback from sales to marketing, ensure the optimization of the CPA and the conversion rate.
Intelligent lead distribution
Leads are not only distributed automatically, but intelligently, according to agent skills and the prospectus profile. And when it comes to contacting him, a real omnichannel strategy that you reach it in the medium you use the most.
Communication: Integrate your marketing team with your sales team
We mentioned at the beginning that it is vital for marketing and sales departments be connected and work towards common objectives (you can read more about this team integration in this article). The use of the same technology for both teams greatly helps this work together and ensures a unified customer experience at all points of contact with the company. Both marketers and sellers can access all the information at each stage of the funnel, so that the improvements that are made have an impact on all processes.
Constant monitoring of the entire process
The possibility of measure results in real time is key to improving results. Comprehensive Marketing & Sales technology offers reports with unified Data in one place, to be able to accurately calculate the Cost per Acquisition and the ROI. The acquisition cost and your investment will be more profitable.
InConcert Marketing & Sales is a technological platform aimed at optimize the entire customer acquisition process, reduce CPA and maximize the conversion rate.
Don't let your funnel remain in an inert pattern: Put it into action with technology and integrate your digital marketing and sales processes in the contact center.
