BowNow is a marketing automation tool. According to the MA tool implementation survey (nexal) , the domestic MA introduction rate is about 1.2%. (Survey in the first half of 2021) MA has an image that it is being used mainly by large companies, but at our company, most of our customers are small and medium-sized manufacturing customers with 20 to 100 employees, and we have many cases. BowNow can be used from 20,000 yen per month, so if you can make it in-house, it will greatly contribute to increasing the number of business negotiations.
What is Marketing Automation?
The MA tool is an indispensable tool for growing and identifying hot leads by nurturing them without leaving the leads owned by the company. Introducing the entire marketing automation mechanism and how MA tool BowNow will increase the number of deals.
table of contents
If you use marketing automation ...
With marketing automation, you can share a common understanding of the leads you’ve earned in marketing activities, such as web marketing, and the leads that your sales people actually want to follow. It will be possible to approach prospective leads with common conditions at the right time.
As a result, it is possible to strengthen new sales that make use of our proposal capabilities, from existing sales that only ask for orders and existing sales that only use route sales.
Utilizing marketing automation will increase the number of “business negotiations”.
Until now, it was difficult to grasp the level of consideration of customers due to lack of human resources and the lack of understanding of the behavior of prospective customers. By using MA, you can divide the list according to the examination level and respond according to each level.
Sales follow “customers right now”, and marketing such as the Web carries out activities to nurture “customers right now in the future”. In addition, “prospects who were not decided immediately” in sales will also be included in MA and will be continuously followed.
This will prevent “future prospects” from being left behind and, as a result, increase the number of deals.
What is Marketing Automation (MA)?
There is a process of marketing activity called demand generation.
| Potential customers | Potential customers | Hot lead |
|---|---|---|
| Lead generation (attracting customers) | Lead nurturing (cultivation) | Lead qualification (selection) |
| Lead generation is the process of attracting customers by conducting advertisements, SEO, SNS, exhibitions, seminars, tele appointments, etc. | Lead nurturing is an activity that develops prospects through e-mail newsletters, log analysis, lead management, effect measurement, and so on. | Reed qualification is the process of selecting leads with a higher degree of interest (relieved leads) from the cultivated leads. |
The sales department conducts sales for the selected hot leads through the process of lead generation (attracting customers) ⇒ lead nurturing (cultivation) ⇒ lead qualification (selection).
In this process, the role of marketing automation is to automate nurturing and hot lead extraction.
Approaching the actual layer that has not reached the inquiry
We will attract customers to the website by taking SEO measures , online advertising, etc. However, only “customers right now (existing customers)” can be contacted here. Contact rates are typically %前後です。では残りの99% So what about the %前後です。では残りの99% users? Speaking of which, I’m leaving just by looking at the website.
The MA tool can be used here. We will introduce MA tools and create a mechanism (white paper / download of technical materials, etc.) that can be taken by anyone other than “existing customers”. By regularly sending e-mails and holding webins to the information obtained there, we aim to “cultivate relationships (lead nurturing)” and increase the number of business negotiations.
At the same time, this activity is not only for inquiries from the Web, but also for business card information obtained at exhibitions and business negotiations. By doing this, it is possible to strengthen the sales force of the entire organization by preventing “left-behind business cards” and marketing the “explicit layer is sales” and the “development of potential layer” that has not reached that level. ..
What is BowNow?
One of the domestic MA tools that can increase lead management and the number of negotiations with a simple operation.
Supports sales and marketing by automatically sorting the degree of consideration of prospective customers. You can set the optimal target for your company from the industry, company size, and action history.
Industry: Manufacturing / Information and Communication Industry
Number of employees: 30 or more and 300 or less
Industry: Manufacturing / Information and Communication Industry
Number of employees: 300 or more
Industry: Accommodation and food and beverage services
BowNow main functions
- 1. Know the company name of the user who visited your site
- 2. Know which pages the user is interested in
- 3. Users can be narrowed down by industry, company size, and browsing history.
- 4. You can see who opened the email and who clicked the URL in the email.
- 5. Can manage and analyze the progress of marketing measures
1. Know the company name of the user who visited your site
Just by visiting the site, the site visitor compares the company IP with the database and identifies the company name. If BowNow is installed, company information will be displayed automatically without the user having to take any action such as registration in advance.
2. Know which pages the user is interested in
Since you can see which page the user is viewing, as well as the length of stay and the reading rate, you can see the trends of products and information that you are interested in. By looking at the logs before the sales approach, you can anticipate and propose the information that the user wants.
3. Users can be narrowed down by industry, company size, and browsing history.
List the target companies by narrowing them down from the type of business, company size (sales, number of employees, capital), website and email browsing history. If you save the conditions, you can efficiently approach only the layer you want to aim for.
By managing the list of narrowed down users with the same definition by the marketing department and sales It enables a more efficient approach. In addition, it is possible to sort and visualize in the order of users with the highest examination level.
4. You can see who opened the email and who clicked the URL in the email.
You can see the open rate of emails sent to the e-mail newsletter group. In addition, you can see even the person who clicked the URL, and you can check the log of the page transition after flowing in from the email.
5. Can manage and analyze the progress of marketing measures
Approaching a list of specific conditions, such as following an exhibition or guiding an existing campaign It is an activity that can be done in both the marketing department and the sales department, but it has a function that makes it easy to manage and analyze its progress.
Extracting the list you want to manage
Status management for each measure
Other features
ABM activity management
Save hot search conditions and visualize as a graph.
Hot lead extraction function
Hot leads can be extracted from actions, management information, company information, etc.
Member-only content management
Content can be distributed in a limited way to users who have registered as members.
Individual log management
Log management such as CV and page access for each individual, read rate, staying time, etc.
Creating an e-mail newsletter group
Collectively register and manage duplicate hot lead groups extracted under various conditions.
Automatically display the viewer's company name
Graph the company name, scale, industry, employees, sales, etc. from the IP information of more than 170,000 companies.
Form creation
You can create an inquiry form and a member registration form.
Graphical report
Extraction conditions are automatically graphed for each management information and company information.
Name identification (lead / company)
Duplicate reads are automatically integrated by holding multiple devices.
Bulk lead registration (CSV)
Lead registration can be registered collectively or individually.
BowNow Fees / Costs (Plan Contents)
BowNow plan |
free |
entry |
Light |
Standard |
Monthly cost |
¥ 0 |
¥ 5,000 |
¥ 20,000 |
¥ 30,000 |
Number of leads |
1,000 |
1,000 |
3,000 |
5,000 |
Number of PV |
Up to 50,000 |
Up to 50,000 |
Up to 50,000 |
Up to 50,000 |
log |
○ ○ |
○ ○ |
○ ○ |
○ ○ |
mail delivery |
× |
× |
○ ○ |
○ ○ |
Web form |
1 form |
1 form |
Unlimited |
Unlimited |
Number of registered domains |
1 domain |
1 domain |
Unlimited |
Unlimited |
Authentication file registration |
100MB |
100MB |
1GB |
1GB |
* Regarding “company log” and “user log”, logs for the past two years are accumulated for entries, lights, and standards.
* It is possible to increase up to 5GB for +10,000 yen for authentication file registration. (Only for light plan and above)
* The minimum usage period is one year. (Excluding free plans)
"Step-by-step" flow of MA utilization
Usually, when planning MA operation, the focus is often on “automation of nurturing activities”, and we start preparing to formulate detailed scenarios without a successful experience. The MA tool BowNow aims to start by exploring “winning patterns” from “quik wins” and not “automate nurturing activities” but “automate prospective lead selection”. am.
