In BtoB marketing automation, the system supports the process of nurturing prospects and closing deals.
When a BtoB company acquires a lead (inquiry, etc.), it includes leads with a low degree of consideration, such as “I only want to collect information now” and “I want to consider it soon”, in addition to the companies that want to proceed with specific consideration immediately. increase. We will follow up on such “future customers” and lead to business negotiations.
65% of new leads are not "customers now"
Why do you need to follow prospects in the first place? This is because it has become difficult to increase the number of customers by approaching only “customers now” who want to proceed with specific studies immediately. According to THE MODEL, 65% of new leads say they may buy in the future, but not now.
Behind the scenes is the spread of the Internet. Many companies have their own websites and disseminate information. You can now find yourself on the Internet what you used to ask your sales reps.
This leads to an increase in leads for information research purposes (such as requesting materials), and at the same time, it can be said that the role of the sales staff in “providing information” is decreasing.
Salespeople are required to think together about the problem of “searching alone does not find the answer”, make full use of their own products and services, and propose solutions on how to solve the problem.
Prospects that your company couldn't follow are new customers from other companies
And what would a lead, who neglected to be a “customer right now,” take after that? There is a survey that 80% ” purchased products from other companies “.
Customers are new customers of other companies if they leave the company. On the contrary, since the new customers of the company are the withdrawal customers of other companies (there was some problem there), it is a number that reminds us that the customers exist in such a relationship.
Marketing automation automates marketing activities
Many companies will find this kind of research clear and feel the need to follow their prospective customers and connect them to business negotiations. However, follow-up of prospects is time- consuming, so we would like to introduce marketing automation.
Marketing automation (MA) tools automate marketing activities, so it is natural, but to some extent, the type of marketing activities needs to be completed within the company. Create a customer journey map, send what emails to what prospects, and show what content to those who respond … This is called a “scenario” in marketing automation.
The problem here is when the “marketing type” has not been decided. Every activity starts with trial and error and then becomes a model. At the stage of initial trial and error, “creating multiple scenarios and creating content” becomes a burden, and trial and error cannot be done speedily, giving up the use of MA. This is one of the hurdles for introduction.
Marketing automation tools connect marketing efforts on your website with real-life sales efforts. Ideally, you should be able to create scenarios and “automate” marketing activities, but if you are frustrated by aiming for a distant ideal, nothing will change, so we are proposing BowNow.
MA tool with excellent reactive strategy
The MA tool BowNow used by us enables an operation style that emphasizes the “reactive” of leads rather than scenario creation.
In general marketing automation, we think that “leads are gradually nurtured.” Therefore, we set various scenarios and prepare the training process.
However, BowNow’s development concept is based on the idea that “decision-making” in a BtoB company is “not something that grows with time series”, but something that suddenly raises needs. Normally, the e-mail newsletter is designed to build relationships of trust, promote growing needs, and discover reactive leads that have suddenly increased due to the president’s decision.
For this reason, it is suitable for companies that want to discover success patterns by trial and error immediately after introducing MA, and can start with one person in charge of concurrent posts. Conversely, it is not suitable for companies that want to practice advanced marketing automation that designs multiple scenarios. Can you use it in-house? Please contact us for consultation.