Explains terms commonly used in marketing automation.
ABM (Account Based Marketing)
ABM (Account Based Marketing) is a marketing method that aims to maximize sales from targeted companies by defining customers (accounts: companies) that are of high value to the company. Target companies are often large customers, and we work together in multiple departments to take a company-wide approach.
For example, you can find that a customer who was struggling to approach in the sales department is actually a customer in the next business department. You can prevent lost business opportunities by looking at customers in terms of aspects rather than points.
The AB test is to present different information to the same number of different users and compare the effects to identify measures that can obtain a higher conversion rate (percentage that achieved the final result). It’s a technique.
For example, A pattern: Information that is currently planned to be displayed and B pattern: Information that has been modified are prepared and used as test verification before full-scale deployment. These comparison objects optimize the site composition by changing not only the function and content of the site, but also the visual and elements such as the size and arrangement of images, the overall composition, and the color and wording of the buttons. increase.
HTML emails are emails written in the HTML language. Like a website, you can devise the color and font of characters, the overall structure, etc., and insert images and videos into the text, so it is suitable for visual appeal to readers. This is an advantage over text mail, which consists of only simple characters.
For example, according to the results of a survey of e-mail newsletters conducted by US software company Vero, it is known that e-mail newsletters with images have a click rate of nearly 50% higher than those without images.
Email open rate
The email open rate is a quantitative measure of the percentage of readers who actually received an email and opened it. We expect that the email will be delivered and that the reader will click on the URL in the email and take action such as requesting materials or making inquiries at the destination. In order to increase the open rate of emails, it is important to improve the title, delivery time, sender name, etc. and analyze the results.
For example, according to the Email Marketing Metrics Report, open rates tend to be higher when delivery dates are Tuesday and Wednesday, with better delivery times in the early morning and evening.
The Customer Journey is a framework for understanding user behavior in chronological order. By setting a persona and understanding the behavior from the user’s recognition of the product / service to the purchase / use, the user can experience the behavior intended by the company or bring a better experience to the user. Helps you to consider what to do and so on.
For example, the Customer Journey Map is a well-known illustration of the movement of a persona. This is used not only for the purpose of organizing contact points, experiences, and psychological changes with users in chronological order, but also for the purpose of sharing the customer’s perspective with stakeholders such as the company and clients.
Content marketing considers the interests and interests of target users by continuously transmitting high-quality content to potential customers, and prepares valuable content at the timing when users need information. You’ll be able to reach your content and increase your chances of becoming a potential customer.
For example, if you publish content on SNS, you can get feedback from readers such as comments on Instagram posts and Twitter retweets. Good content has the advantage of evoking readers’ desire to tell and share.
CRM (Customer Relationship Management) is a marketing method that builds a deep relationship with customers by grasping their interests and providing appropriate information based on customer behavior data. The purpose of CRM is to increase customer satisfaction and maximize customer lifetime value (profit that customers bring for a lifetime) by continuously providing information to each customer.
For example, you can distribute discount coupons to customers to increase their purchasing motivation for products and services in accordance with life events such as birthdays and long vacations such as Golden Week.
Scoring is a function that narrows down prospective customers and improves sales efficiency by analyzing the compatibility with the company’s products and the areas of interest of customers by scoring customers based on personal information and behavior information. According to a report by RAIN Group, a sales support consulting firm in the United States, less than 25% of new prospects who come in through natural search or listing ads are already willing to buy. The remaining 75% of prospective customers need to be motivated to purchase by continuously providing information.
For example, “Personal information such as customer’s age, gender, hobbies, tastes: 1 point, purchase information such as purchase, usage history, purchase motive: 2 points, complaints, opinions, requests, etc. You can set a scoring model like this, analyze the demand and purchasing behavior by customer group and customer according to the score for each user, and respond optimally to each customer (information transmission).
Step mail is an email that automatically sends a pre-created email to users who have performed “specific actions” such as downloading materials or opening delivered emails for a certain period of time. By delivering the optimal information at the optimal timing based on user behavior, it is possible to lead to sales promotion.
For example, a thank-you email may be sent to users who have purchased a digital camera on the product purchase date, and information on related products such as interchangeable lenses and films may be sent step by step on the product delivery date.
SFA (Sales Force Automation) is software for converting and accumulating various information generated in sales activities and measuring and analyzing the effects. The information that sales should manage mainly includes information about customers (such as the name of the person in charge and company information) and information about the case (such as progress information on negotiations and the action schedule of sales people). The role is to visualize and share this information without personalizing it.
For example, the system can centrally manage sales phases such as request for proposals, negotiation records, and sales representative action schedules.
A trigger is a trigger that drives a user’s behavior. There are two types of triggers, “external triggers” that act based on information obtained from the outside such as TV, Internet advertisements, word-of-mouth, SNS posts, etc. There is an “internal trigger” that acts on the basis of such internal emotions. In order to build medium- to long-term relationships with customers, it is necessary to carry out marketing activities with both external and internal triggers in mind.
For example, the “Single’s Day” sale by Alibaba, a major e-commerce company in China, has achieved record sales every year, mainly for single users. In addition, the function that analyzes the products that the customer likes based on the past purchase history and presents the information that the customer is likely to be interested in is also useful.
The Landing Page (LP) is the first page a website visitor visits. LP in the general sense is the top page on the website, the page related to the product description, etc., and is due to the normal inflow route by natural search. On the other hand, LP in the narrow sense of marketing activities is a page that aims to induce customer consumption behavior and connect it to actions such as inquiries, listing advertisements and event reservations.
For example, a listing ad that displays information that is highly relevant to the keyword (search term) searched by the user is displayed in a conspicuous place such as the top of the search engine, and arouses the customer’s interest in the product. You can connect to the contract on the transition destination page.
Leads are prospects earned through marketing activities. Visitors who visit the website will be the lead who knows their names and contact information through e-mail newsletters, seminar visits, and requests for materials from the website. Leading customers are in a state of personalized communication, enabling personalized marketing.
Generally, customers acquired as leads are handed over to the sales department through lead nurturing and lead qualification, but we will continue to send useful content to customers who do not know who they are. It is also important how to connect to leads by conducting “content marketing”.
Lead generation is an activity to acquire potential customers. A prospective customer is a customer who is interested in your product or service in some way. Lead generation (acquisition of customers) is the first step to lead to the subsequent process of customer development, selection, and closing of business negotiations by sales staff.
In recent years, access from SNS such as Instagram and Twitter has played a major role. Compared to SEO and listing advertisements, SNS has a great advantage in terms of information diffusion power and diffusion speed. It is also effective as a continuous PR measure for existing customers.
Lead nurturing is an activity to develop potential customers. By gradually providing information to prospective customers who have acquired contacts through SNS, email distribution, etc., we will gradually increase the willingness to purchase and grow into customers with high prospects for contracts.
For example, there is one that analyzes the behavior history of customers and automatically replaces the content displayed to prospective customers with the most suitable one for each search word. You can increase customer engagement by preparing personalized content and flow lines, such as displaying coupons in pop-ups for new visits and displaying thank-you messages for existing customers.
Lead qualification is an activity to select potential customers. By narrowing down the customers who are highly motivated to purchase, the purpose is to lead to the closing of business negotiations by sales staff in the next phase.
For example, customers are automatically scored (scored and evaluated) according to the open status of sent emails and the click status of the URL described in the email, and the response is changed according to each customer’s score. While nurturing, we will narrow down potential customers with increased engagement (a concept that includes purchasing motivation and interest in companies and products).
Inside sales are sales activities using non-face-to-face communication methods such as telephone, email, and web conferencing systems. We will approach prospective customers acquired through marketing activities, select customers who are likely to close, and set up business negotiations at the right time. In addition, we will continue to follow up with low-potential customers until the possibility of closing a contract increases. This will reduce the work of sales staff and allow them to concentrate on the work from proposal to closing, which will lead to sales efficiency and sales improvement.
For example, one company required an average of three visits and telephone follow-up to receive an order, so the first few visits were replaced with shared material negotiations, and telephone follow-up also saw the customer’s face on the screen. However, by communicating carefully, we are able to streamline the development of prospective customers.
Field sales is an out-of-office type sales that takes over the customer information obtained by inside sales, visits the customer directly, and plays the role of leading to business negotiation proposals and contracts. By dividing the labor with inside sales, we can aim to improve the efficiency of the entire sales process.
For example, suppose that five field sales people are in charge of all sales activities and record sales of 100 million yen per person. If two inside sales representatives join there, the number of sales representatives will increase, but the division of labor can improve the productivity of sales representatives. If the sales per person increase by 50%, it will be 150 million yen, and a total of 7 people will be able to record sales of over 100 million yen.
A lead that has not responded for a long time even if you send an e-mail newsletter is called a dormant customer (sleeping lead). It’s a good idea to distinguish unresponsive leads as dormant customers and provide information to responsive leads.
On the other hand, it doesn’t make sense to continue unilateral communication with unresponsive leads, but you may be able to regain your relationship by contacting and timing before treating yourself as a dormant customer. For example, you can contact us at a special time such as when you exhibit at an exhibition or at the turn of the season to see the reaction of customers. It’s not a high priority, but it’s one of the ways to get customers.
A scenario is a script that organizes the actions to be taken for each customer and automates marketing. Specifically, the purpose is to improve the efficiency of training by setting the target, purpose, content, numerical targets, etc. of the measures and providing information to prospective customers at the right time and in the right medium.
For example, a scenario in which a user who opened an email is sent a document or site URL with details, and a user who did not open the email is sent an email using a different approach than the email sent last time. There is a pattern to design.