Sales leaderboards are growing in popularity in the modern workplace, especially in sales-driven organizations. Businesses are increasingly adopting the tool to entice, engage and incentivize their employees. Through gamification and real-time recognition, organizations are enhancing the productivity of their salespeople. With leaderboards offering a dynamic performance measurement and motivation system, it is beneficial across all industries that need a strong sales force – from retail stores to call centers, car dealerships, banks, and everything else in between.

Sales Leaderboard

In this article, we will discuss the key features and benefits of a sales leaderboard. But first, let us discuss the leaderboard and how you can get your sales teams excited to adopt the idea.

What is a leaderboard?

A leaderboard is a scoreboard that shows the names and current scores of the leading competitors. It is usually seen in golf matches. However, almost all industries are adopting the concept of leaderboards to praise the top performers, motivate individuals, and develop healthy competition among peers.  

Healthy competition is always good for the business growth. It can drive people to do the best work they can. You can see the examples of leaderboards everywhere – in gaming, with apps like Fitbit that send you a summary of your performance against others, in Grammarly that indicates your writing improvement, to name some.

Fitbit leaderboard example

That is the basic idea behind sales leaderboards as well – to create an environment of healthy competition that not only helps salespeople do their best but inevitably drives up the overall productivity and revenue metrics for your organization.

To explain it better:

What is a sales leaderboard?

Sales leaderboard is an application that tracks the performance of your sales team against business goals. Using this application, you can display the performances of individuals side by side. Thus, making it simpler to determine which team members are ahead of their target. That said, you can also customize the sales leaderboard software depending on your business objective. For instance, you can track the performance on a daily, weekly, or monthly basis. 

Sales leaderboard best practices, features, and benefits infographic

Key Features of Sales Leaderboard

Sales leaderboard offers several features to improve the efficiency of your sales team. Some of these features are as follows. 

1. Sales Dashboard

The sales dashboard is the most crucial feature of the leaderboard. It acts as the window to your entire sales process. Using the dashboard, you can compare team and individual performance over a period. This allows you to analyze the sales data with more clarity. 

For instance, a regular sales report will not tell you who is ahead and by how much. You will also find it challenging to identify the average performance benchmarks. With leaderboards, you can quickly get to know these metrics. Moreover, if you dig deeper, you can also figure out what has led the leading person to achieve his targets.

Another benefit of leaderboards is, you can compare month on month data. Such sales performance insights act as an indicator of the health of your sales strategy. With these insights, sales managers can also tweak their sales strategies to address prolonged sales time and lost deals. 

Sales dashboard for managers

2. Forecast Reports

Another key feature of the leaderboard is its ability to forecast sales performance. Based on past data, the application can give an overview of future sales numbers. Thus, assisting sales managers plan their sales strategies for next month. The leaderboard also predicts the number of leads you must close to achieve the target. Therefore, allowing the sales managers to drive better results against a time-bound target. Moreover, forecasting reports also increasing the accountability of your sales reps.   

3. Integration 

You can also integrate the leaderboard with various third-party applications. The integration allows managers to share information with the sales team members easily. For instance, through the integration of a leaderboard with a communication tool, managers can share any good or bad news with their team members at once. Thus, motivating and inspiring their sales team. Moreover, it also promotes active communication with team members. 

Managers can share ideas, news, and social events, along with other information. Thus, ensuring that the team members are speaking with each other. It will eventually foster better collaboration and results for the business. 

For instance, LeadSquared Sales CRM gives you a complete picture of your sales reps’ performances, accomplishments, revenue generated, and more at individual and team levels. Plus, it seamlessly integrates with several third-party apps and software (including modern-day concepts like sales leaderboards).

Why sales leaderboard software?

With sales leaderboard software, you can see direct benefits on employee productivity. It instills healthy competition leading to higher motivation and eventually higher sales. It also helps you identify the underperforming employees, and with a faster feedback loop, you can take corrective measures before it is too late.

There are several sales leaderboard software available in the market today. You can even integrate them with your CRM software to sync the data instead of manually updating the two systems. 

Usually, the sales department comprises several teams, such as regional sales teams, inside sales and outside (field) sales teams, pre-sales teams, account managers, etc. All these teams have different tasks and performance metrics. When your goal is to encourage every team member and not just the top performers, you must set individual targets for reps in the leaderboard to help them compete with their previous selves. So, to create the leaderboard for a diverse team, insights/performance updates from your sales CRM software can help.

Benefits of Sales Leaderboard

The ultimate benefit of using a sales leaderboard is creating healthy competition among the sales teams. However, there are many more advantages to using a leaderboard. The following are the visible ones. 

1. Improved Job Satisfaction 

At some point, even the best of the best sales reps will burn out. Increasing pressure and decreasing job satisfaction is the main reason behind it. It often leads to a high turnover rate among salespeople. For instance, the annual turnover runs as high as 27% among salespeople in the United States. However, this is not a good sign for an organization. 

Good sales reps mean good results for the business. Therefore, an organization must do everything to retain the top sales talent. Using leaderboard, you can increase employee engagement. Also, with employees having a way to track their progress, they become more satisfied with their jobs. As a result, they become more loyal to your business, take pride in their work, and tend to remain with your organization for a longer time.

2. Improved Performance 

Businesses face losses when their employees are underperforming. Moreover, their bad performance also affects the rest of the team members – resulting in further expense for the business.

Therefore, organizations need to formulate strategies that can motivate employees to perform – without creating extra pressure.

A simple solution to this challenge is investing in gamified experiences for internal teams. Through gamification in leaderboards, sales reps can compare their weekly performances with each other in a playful mode. Such a competitive environment results in a positive influence on their performance. Thus, pushing them to perform better than themselves and anyone else in the organization.

Digital bancassurance sales - motivate your relationship managers

3. Track Results Efficiently

Sales managers can only track individual results during annual evaluation. But it is equally important to track team results. With a leaderboard, it is possible to monitor individual’s and team’s performances efficiently. Moreover, sales managers can do so in real-time. They can also compare between sales reps and different teams. 

That said, sales managers can also identify the top performers for a given period. Thus, allowing them to make informed decisions regarding promotions. All of this helps the business in the long term.

4. Gamification Energizes Sales Representatives

Of course, the field of sales is dynamic. Yet, it involves performing repetitive tasks. The monotonous nature of the job can make even the best sales performers weary. 

Gamified leaderboards can help overcome such challenges. It can energize your sales reps. Gamification introduces new mechanics into the routine process and alerts everyone in the sales team. 

It creates an excitement that can make salespeople do even the most mundane tasks with a lot of enthusiasm. Moreover, if you can add badges and tiers, then even better. It is because rewards are the biggest motivators for humans to perform better at their jobs.

5. Lesser Stress at Workplace

Using a leaderboard promotes healthy competition. Of course, this will lead to improved performance. But it will also result in lesser stress among employees in the workplace. Colleagues who are competing in a relaxed environment eliminates the chances of sick day in the workplace. Thus, leading to more productivity for the business. 

Additionally, workplace stress costs companies in the United States $300 billion annually. Therefore, companies should find every possible way to reduce stress in the workplace. And using a leaderboard is one way to do it. 

Final Thoughts

A growing number of businesses are adopting sales leaderboard to enhance productivity and improve job satisfaction. There are several indirect benefits to it as well. By just keeping the motivation levels up, it can bring more revenues for your business. 

The leaderboard also helps the manager in evaluating the performance of sales representatives. The ability to compare different sales reps at once allows them to make an informed decision.

However, include sales leaderboard into your process only after building a positive environment in the workplace. In a highly competitive and hostile environment, it may have the reverse impact on salespeople. That is, if not incorporated strategically, leaderboards might demotivate people.

To get the most of your teams’ performances, make sure empathy and respect are intact. While analyzing the individuals who are not performing well, try to assess what went wrong. For instance, are the leads they are dealing with not good enough? Are they not equipped with information/tools? Or do they lack sales training?

Understanding these operational metrics will help you build a healthy work environment and leaderboards will add a fun-factor to it.


FAQs

What are the tools available for sales performance control?

The popular tools for sales performance control are CRM software, sales planning & forecasting tools, leaderboards, incentive compensation management tools, and field sales apps. Depending on your business and the performance metrics you wish to track, you can choose the appropriate tools. 

How can you improve the productivity of your salesforce?

High performing sales reps say that being able to perform sales tasks on their mobile phones is critical to their success. So, to enhance your salespeople’s performances, equip them with sales productivity tools such as a mobile CRM app. Also, automate their repetitive tasks, and encourage them through leaderboards, rewards/incentives, and monitor operational gaps in real-time and provide resolutions instantly.

The automotive industry has been facing several ups and downs in recent months. Just a while ago, ridesharing and cab services were on the rise. Then, the coronavirus shifted the daily commute preferences of Americans in a moment. It also led to the reorientation of the household budget. People became keen on investing in personal transportation, more precisely, individually owned cars and trucks over other expenses such as air travel and vacations.

This paradigm shift in customer preferences indicates a promising opportunity for car manufacturers and dealers.

Automotive sales automation use cases

Another aspect to look at is, since the onset of the Covid-19 pandemic, consumers are using online channels more than ever to interact with businesses in almost all industries.

However, according to McKinsey, automotive players were uncertain about using digital channels before the crisis. But now that remote selling models are becoming the new normal, even the automotive businesses have realized the need to automate their sales processes.

The concept of automation in automotive sales is not new, in fact. For instance, Caravana lets buyers research, purchase, and finance a car on the company website. Moreover, buyers can choose to pick the car from the car vending machine or ask to have it delivered.

The point is – to efficiently serve the growing number of consumers and bring efficiency in their operations, dealers must automate their core processes.  

In this article, we will discuss automotive sales automation use cases across the car dealership business. We will also see how automation can help car dealers accelerate sales.

Automotive sales automation: 5 use cases

If we look at a day in the car dealership business, it involves checking invoices, talking to prospects/customers, negotiating deals, and managing their salesforce. Also, a large part of this business comprises of routine maintenance of vehicles sold. Unfortunately, companies still handle all these tasks manually – mostly through paper-based documents/registers and spreadsheets. This approach will not sustain itself in the long run, especially when one wants to scale. 

Here’s how automotive sales automation can streamline everyday activities.

#1 Data-driven automation in marketing and sales processes

Traditionally, car dealers used to organize tent sale to make buyers aware of their new business. After their business caught momentum, local advertisements and referrals become the primary source of acquiring new customers. Irrespective of how dealers acquire customers, closing deals require strong sales and interpersonal skills. However, it is possible to amplify sales through smart automation and equipping sales reps with relevant customer information. 

Automotive CRM Software - workflows

For instance, Walser Automotive Group uses marketing automation that picks up data from their CRM system to craft messages and offers based on the customer’s unique buying stage and interests. 

Typically, dealers use a shotgun approach of getting generic info out to as many people as possible. But Walser uses targeted messages relevant to the customer within their purchase lifecycle and based on their online behavior. Their targeted campaigns have resulted in over 20% CTRs (click-through rates), which is much higher than the industry average of 1.2%.

Let us look at how automation helps in streamlining automotive sales and marketing activities:

  • You can track end-to-end vehicle buyer journey
  • Capture all your interactions with your vehicle buyers
  • Segment leads and automate engagement campaigns
  • Based on their interactions on your website/ads, identify the cross-sell and upsell opportunities
  • Track campaigns and performances of your salespeople

“We wanted to make the whole sales process easier for our reps and the customer. A lot of these activities – sending/receiving forms, payment reminders, and some parts of follow-ups – could be easily automated with a robust system. Therefore, we needed a complete sales and marketing automation tool, and so we went ahead with LeadSquared Dealership CRM.”

Anthony Lopez, Managing Partner, DSR Leasing

#2 Automate maintenance reminders

Generating recurring revenue streams is apparent to automotive business growth. There are several ways to go about it (for instance, on-demand mobility, ridesharing, etc.). However, revenues from repair and maintenance are crucial for dealers.

Imagine a situation when your customers turn to your competitor during the instances of emergencies. It will be a loss for your business. So, you would want to remind your customers about car maintenance in advance to prevent breakdowns and further hassle. It will ensure your business with your customer and, at the same time, present a positive experience to your customer. 

Now, pulling the service history data and sending appropriate reminders from time to time can be tedious, and there are fair chances to miss a record.

Alternatively, you can create automated workflows for reminders on your automotive CRM software and send personalized emails/SMS/WhatsApp messages to customers whose servicing date is approaching.

Automotive sales automation - Increase service revenue

#3 Lead and customer relationship management 

While there can be several ways to acquire leads, managing them effectively to pull them down the sales funnel matters more.

Automotive CRM software automates the entire sales process efficiently – from the time you capture a lead to the time they become your customer and beyond. In general, a CRM software designed for the automotive industry helps in the following ways:

Lead capture automation:

It lets you capture leads from several different sources and track their journey. Usually, automotive dealers find leads from websites, PPC ad campaigns, social media, and referral networks/websites. The next step is to prevent lead leakage – that is, you do not miss follow-ups or communication with the prospective customer who has shown interest in your services.

List segmentation:

Now, not all leads will be interested in buying the same car or the same maintenance service. Based on their interests, location, and other relevant parameters, you can segment your leads and customers into different buckets. Such segmentation can help you send automated and personalized sales and marketing messages to them from time to time.

Lead scoring:

Based on the activities of a lead on your website, you can assign scores to them. It will help you identify the ones that are more likely to convert. For example, if a lead visits your finance options page, it indicates that they are not only interested in buying a car but also serious about it. This lead has a higher chance of a conversion. So, you can prioritize the sales interaction with this lead.

Lead prioritization and automated distribution:

You can assign priorities based on attributes like lead source, car type, service availability, age, household income, and more. It will help your salespeople to reach out to those prospects that are more likely to convert.

Based on their availability, you can automatically assign leads to the sales reps for follow-ups. It is especially beneficial if you are handling a multi-location business.

lead distribution logic

You can create an automated workflow for all these processes in your CRM software. Plus, CRM integration with auto dialers and cloud calling systems can reduce the hassle of manually calling a prospect and increase the efficiency of your sales reps. It will free them for more customer-facing tasks such as spending more time with customers and negotiating deals. Moreover, having a detailed customer information/interaction history can help your sales reps strike a meaningful conversation with them. Thus, building better relationships.

#4 Identify upsell and cross-sell opportunities

If we look at the automotive industry ecosystem, many other players have a considerable market share. For instance, insurance, used-car dealers, car accessory & parts dealers, to name some. While partnering with these stakeholders can benefit your business, influencing your customers to avail their services can bring you further profits.

However, the challenge remains – how to find out these opportunities. Well, CRM solutions with opportunity management help you identify such opportunities based on customer attributes and online behavior.

For example, GM Financial uses an integrated loan origination solution that can process user requests and perform transactions automatically. They also give users an option to select a dealership to make the process more spontaneous.  

Inspired by this strategy, car Dealers can leverage automation for identifying cross-selling opportunities. They can also integrate their system with service providers to create a seamless experience for buyers.

upsell, cross-sell and service revenue

#5 Track the performance of your sales reps

Talking to the prospects/customers and negotiating deals are the routine activities of your salesforce. But the question is – are you getting the most out of your efforts? Are you tracking earned revenue, won and lost opportunities, the average time to close a deal, and lead engagement?

Such metrics directly impact your business growth. Therefore, you must track sales performances and suggest corrective measures if something is not right before it is too late.  

Skimming the excel sheets will not help much. You need a robust system that automatically generates reports around your business KPIs over a specified period. Thankfully, automotive CRM software can address this very challenge of the car dealers. It gives structured performance visibility at different levels, viz. showroom performance, campaign reports, and team/sales reps performance reports.

Automotive CRM Software - Performance Reports

The bottom line

In February 2020, when the Covid-19 crisis struck China, their automotive sales declined by 80%. Meanwhile, a US electric vehicle maker reported a 10% increase in its sale in China. This company had already established online sales offerings, contactless test-drives, and home deliveries of cars that proved beneficial during the crisis. 

The pandemic has disrupted the buying habits of consumers, in general. It has made both the demand side and supply side realize the convenience of using digital. Today, digital sales interactions have positive customer sentiments about twice that of traditional models. It indicates that the trend of online sales will continue. 

Therefore, automotive players must embrace digitization across their operations. Digitization today will also open the avenues for the connected ecosystem of tomorrow. And needless to say, you can always benefit from the first-mover advantage. 

To set your sales process into autopilot mode, how about starting with an automotive CRM? So, test drive LeadSquared CRM that has helped dealers like DSR Leasing streamline sales and speed up the customer acquisition process!

Mobile workforce refers to employees, contract workers, or agents providing services to customers from anywhere. These professional workers are not limited to your office location. They can work from cubicles to co-working spaces, cafes, home offices, and even on the field and comprise gig workers, insurance salespeople, consultants, and more. Globally, the construction, healthcare, manufacturing, and supply chain industries employ the mobile/field workforce (International Data Corporation, IDC). But they work in all sorts of fields and industries.  

Their work demands anywhere and anytime kind of workplace. Therefore, the field workforce needs devices that offer flexibility, accessibility, and convenience. On the other hand, managers also need to have better visibility of field operations. Hence, the need for mobile workforce management. 

Mobile Workforce Management

Already, over 81% of CEOs consider mobile technology as a driver of productivity and profits. Estimates also place the global mobile workforce at 1.87 billion workers by 2022.

In this article, we will deal with the basics of mobile workforce management and how does it benefit businesses. You will also learn about the challenges to look out for and features to consider when choosing a workforce management software for your company.

What Is Mobile Workforce Management (MVM)? 

Mobile workforce management is a suite of networks, applications, software, processes, and other services to schedule, track, monitor, and analyze the performance of mobile teams as they offer services to your customers. These solutions help brands efficiently manage their employees and their interactions with customers. 

Generally, most mobile workforce solutions come as SaaS (Software as a Service) tools. It means that most companies use them as cloud-based, on-demand tools. Plus, different tools can be used in different capacities. For instance, HR Payroll management, task managers, CRM solutions, productivity enhancement tools, to name some. Top workforce management software includes Hubstaff, LeadSquared Mobile CRM, Gusto, BambooHR, TimeDoctor, NICE IEX, SAP SuccessFactors, and Bitrix24.

Mobile workforce management - key insights and statistics infographic

Although your industry determines its functions, most MWM solutions offer the following functionalities:

  • Dispatch new tasks or jobs or assignments to staff
  • Enable real-time communication with remote workers
  • Tracking employees enroute to diverse jobs
  • Tracking duration of service engagement
  • Onboard vendors or merchants
  • Automate schedules for mobile staff
  • Route planning and guidance 
  • Geofencing field agent’s location to prevent false entries
  • Tracking employee performance against promised outcome
  • Logging job start, completion, and travel time
  • Improving efficiency and time management for effective results
  • Real-time updates on project scope and schedules
  • May also include predictive capabilities to forecast labor demands and prevent service delays.
  • Integrating with other systems and apps.

Benefits of Mobile Workforce Management

Today’s customers demand a high-quality, smooth, and well-connected experience from brands and their representatives. That is why companies strive to deliver the ultimate mobile experience. It can not only make the tasks of the mobile workforce easy but also prevent long waiting hours for customer query resolutions. The fact is, over 61% of workers are working outside the office, or at least for some hours. The trend of remote work is on the rise and hence the need for solutions that directly impacts employee productivity and customer experiences.

Thus, investing in mobile workforce management is essential. It can prepare your business to gain an edge in the new mobile-centric business atmosphere. The following are the remarkable benefits of mobile workforce management software. 

1. Greater Visibility

Mobile workforce solutions can help businesses achieve vast visibility. This visibility can extend to performance areas that might have been inaccessible before. Let us look at a typical scenario:

Traditionally, it is impossible to gain a complete view of the operations of the mobile workforce. Once they leave the office to carry out their duties, you may no longer ‘see’ them. The only way in the past to have just a glimpse of their activities was constant calls. It was also ineffective and costly.

So, managers often had no idea about their location, or what they were doing, and their performance. Often, real feedback came through customer complaints.

Enter mobile workforce management solutions. These solutions provide a clear real-time view of your mobile employees. Features like real-time status updates and location-tracking provide clarity and transparency into the field processes. It can also help you identify and deal with problems before they become damaging.  

2. Higher Productivity

Mobile workforce solutions can offer you innovative tools to carry out tasks seamlessly. These tools will be available whenever and wherever your teams need them, accessible via a mobile app. So, your employees no longer have to conform to rigid nine-to-five working hours. They can especially enjoy features that streamline scheduling, communication, and dispatching.

Therefore, they can focus on delivering better services and focus on your customers. Mobile workforce systems empower employees to achieve winnings for your company.  

how to improve field sales

3. Better Performance

Your mobile workforce management platform can equally help you analyze performance. It offers real-time and accurate data to identify the best working practices. That way, you can model your working environment to generate the best outcomes.  

You can also use this data to analyze individual performance. It will help you organize your teams according to their capabilities. All these means less downtime, fewer inefficiencies, and ultimately better performance.  

4. Time and Financial Savings

Traditionally, companies used paper-based processes alongside calls and emails in a disjointed manner to track job orders, timesheets, and delivery notes. Such a manual system led to multiple mistakes. It also required tedious manual updates of tasks, schedules, and lots more. Workforce management software automates the entire process. It can reduce task scheduling and processing times by over 60%. By reducing routine work, your team can focus on what’s most important –improving prospect and customer experience, and ultimately results. It can also help you optimize your workforce. Therefore, you no longer have to spend time trying to make sense of confusing reports.

5. Access to the Best Talents

Mobile workforce solutions help you attract the best talents for your projects. You no longer have to restrict your workforce to the same geographic barriers. You can also offer your employees the benefits of working from wherever they want. They no longer have to uproot their lives to come to your location. In the end, your organization can access high-quality talent with a short turnaround.  

6. Improved Customer Service

You must strive to provide the best experiences to the customers because they are the heart and soul of your business. So, you must avoid delays, missed appointments, and inefficient communication. Such events make it impossible to deliver excellent customer service. The right mobile workforce management solution can drive outstanding customer service. It can provide your mobile employees with critical client information in real-time. It will also offer real-time communication tools to simplify their work. Finally, you can also address issues quickly and reduce the incidents of customer dissatisfaction. 

Choosing the Right Mobile Workforce Management System 

Tons of mobile workforce solutions offering different technologies, features, and pricing structures are available in the market.

So, you must carefully filter through to choose the right solution for your business. Of course, your work environment and industry-specific functions will drive your choice. However, there are few other conditions your ideal mobile workforce solution should fulfill:

1. Easy to Use

The best workforce management solution should be mobile-first and seamless across devices. It should be easy to use and ensure a shorter onboarding process. It should be easily customizable, so each user can focus on what they truly need. Overall, your workforce solution should make their lives easier without confusion or difficulties. 

2. Easy Implementation

It should also integrate with your current infrastructure. It will reduce the chances of disrupting your existing workflow. Consider how well your potential solution would fit into your set-up. That way, you can make the right investments with minimal hitches.

3. Data Security

Choosing the wrong mobile workforce solutions also increases the threat of data security. Sensitive company data can become vulnerable to actual theft or cyberattacks from anywhere. Therefore, your ideal workforce solution should also have features to enforce data security. Besides, you may also need to educate employees about data security, breaches, and cyberattacks. 

4. Cost-Efficient

Affordability isn’t the goal here. You must select your new system by how it affects your bottom line. So, you should consider how it can help you save money in the short and long-term. 

5. Scalable

The best mobile workforce management solution should be scalable. You should be able to customize it to fit your workforce demands in real-time. That way, you can easily add or modify new workstations and users as your brand expands.

6. Compliance Requirements

Your mobile workforce management should make it easy to meet your compliance needs. For instance, the mobile workforce in healthcare requires HIPAA compliance. That way, you can avoid steep penalties for failing to put in place the best workplace practices. 

Concluding Thoughts

Mobile workforce management offers several opportunities to streamline your field sales processes and transform your business. Think about the higher level of efficiency, productivity, and employee engagement. These translate to better customer service and revenue for your brand.

Mobile workforce management is no longer optional. In reality, it has become an essential component to meet demands. Mobile workforce management is now vital to drive your bottom line and achieve sustainable success.  

If you’re looking for a solution to make your field reps more productive and accelerate your business growth, try out the LeadSquared Mobile CRM app once. 

Converting contacts or leads into customers is a top priority for every organization. However, companies have struggled with lead nurturing and pushing them down the sales funnel for a long time. 

Previously, businesses had two teams for generating customers: the marketing team for advertising and promoting products/services and the sales team for managing leads and nurturing them into customers. Generally, it looked easy when both had their dedicated roles and responsibilities. But the problem arose when they did not work together. So, disagreements and frustrations became the order of the day. They had no clear and consistent strategy. The lack of aligned goals made it tricky to harness quality leads and sales.

marketing automation lead management

Soon businesses realized that they need to align their sales and marketing processes. Hence, the concept of marketing automation lead management came into the picture. It unifies the gap between sales and marketing by creating a connected process. That way, they were able to drive positive and remarkable outcomes with less human effort and disparities. Plus, the line between the two functions and the two processes have also blurred. That is, lead generation to closure is not a straight line as it may seem. Several things happen simultaneously, so both the teams need to be in the loop, with the right team intervening whenever necessary.

So, how do you start marketing automation for lead management? This article talks about critical marketing automation steps for business growth.

Marketing Automation + Lead Management: Combined Benefits

Over 75% of marketers now use automation of some sort. 77% of them have watched conversions grow after switching to automated systems. Marketing automation is one of the best ways to automate lead responses for a business.

Now, your lead management process will have many stages depending on your business type and goals. However, it is always better to cut it down to a simple intent-based communication. Such workflow warms up visitors using specific content and qualifies them as prospects. Here, we present a simple marketing automation lead management strategy using email marketing automation.

1. Drive visitors to opt-in to your email list

Suppose you have a website or social account or both that receives traffic. Then you might want to capture the email addresses of your visitors. To do so, you can consider giving away content. There are many ways to achieve this, but lead magnets are most popular.

Lead magnets include eBooks, free reports, checklists, white papers, case studies, and more. Regardless, make sure you have a clear content strategy. You want to make sure that your visitors cannot resist your content. It should be relevant enough that they want to learn more in the end.

2. Deliver on your promise

Once users offer their emails, you must begin the interactive stage. The best way to start is to send them the content you suggested on your website or ads. Ensure you deliver precisely that piece of content that they wanted in the first stage. Most brands send these content pieces with a welcome email to jump-start the conversation. It is a recommended process that helps you set the tone without coming off as pushy or aggressive. 

3. Nurture your leads

Your marketing automation makes a difference at this point. You do not want all kinds of leads. Your goal is to achieve high-quality, engaged, and qualified leads.

Using marketing automation, you may already have created a list of leads. Re-engagement helps filter the low-interest subscribers from highly motivated and interested prospects. At this stage, you need to earn their trust by offering a wealth of knowledge. Your reach becomes more effective if you understand their pain points and can help. When subscribers download or go for the extra content, your marketing automation moves them to a new list or category or even marks their progress in the sales funnel.   

Nurturing leads does not mean sending only ebooks or whitepapers from time to time. You need to engage with them in many other ways. For instance, you can invite them for a webinar, ask them to participate in a survey, conduct live Q/A sessions, and aid their critical problems.

A guide to lead nurturing infographic

Now, how will you come to know that a lead is ready to go down the funnel? Should SDRs (Sales Development Representatives) make a call, or should they wait further? You can gauge this by assigning a lead score based on their engagement. For instance, if the lead registers for a webinar, then add the lead score. If the lead unsubscribes from your mailing list, then subtract the score. After the score crosses a threshold, pass them to your SDRs.

The best thing about this process is – until the leads become sales-ready, you need not intervene at all. Organizations generally use CRM (Customer Relationship Management) system to automate such workflows and sync sales and marketing teams. 

4. Transfer warm leads to sales

When you have segmented and identified your warmest leads, your sales team can take over. Your marketing automation should be able to notify your sales staff about this. Such automation leads to faster and easier follow-ups.

5. Warm up cold leads with re-engagement campaigns

It is common to have contacts that have not engaged with you for a long time. These are cold leads. However, do not discard these inactive leads from your list. Because marketers know how much time and effort it takes to build the mailing list. 

Before running a re-engagement campaign, check:

  • Is the email id correct?
  • Is the contact still actively using the email id?
  • Has the lead opened your email previously but did not interact?

By creating rules on your marketing automation suite, you can filter such contacts. Filtering contacts will also give you clear metrics of your re-engagement campaign.  

You can create content tailored to warm up these leads over time. Most brands consider sending insightful email content weekly or monthly. That way, you can keep your brand and products fresh on their mind.  

6. Repeat and improve

All marketers know the vitality of tracking and testing. So, even with positive results, you still need to refine, score, and improve your strategy. Testing helps you make the right adjustments to achieve more wins. Naturally, Marketing automation campaigns can provide deeper insights. Therefore, you should make sure to:

  • Measure sales performance, 
  • Evaluate your marketing and sales ROI
  • Track and assess the entire sales cycle

Test more to figure out what works for your business. Over time, you will achieve seamless lead management. It will eventually translate to more leads, sales, and better business results.

Why Marketing Automation for Lead Management?

There is so much that unified marketing automation and lead management processes can achieve for your business. It can allow you to take control of lead generation and nurturing to actual sales when they are ready to buy. 

Marketing automation also handles repetitive tasks. So, your marketing and sales team waste no more time on these tasks. There are many more reasons to use marketing automation lead management. Such as:

1. Combined use of marketing collateral

Remember that nurturing every single lead takes an awful amount of time. Today, marketers combine content marketing, landing pages, email marketing SEO, lead nurturing, and social media advertising. 

Each of these sometimes requires a different path, software, or mechanism. A scattered approach makes it impossible to focus on the most important goal.

By using marketing automation for lead management, you can repurpose the collateral, update the leads about eventful activities, and more. It also helps you nurture leads on a more manageable scale while still personalizing interactions. Over 70% of brands report that highly personalized customer communication is the most important benefit of automation.  

2. Accurate focus

Marketing automation helps your sales and marketing teams set precisely defined phases. Together, they can also create an agreed buyer profile to streamline your campaigns. Furthermore, your teams will also be able to maintain a laser focus on your goals. They will also continuously optimize your processes to gain higher conversion rates.

3. Higher revenue

The more you nurture your leads, the higher the chances of conversion. Marketing automation helps you personalize your interactions. Personalization increases the chances of conversions. Therefore, it becomes easier to achieve higher revenue in a short time.

4. Scalability

Marketing automation helps you scale your best responses to the directions leads take. It also helps maintain engagement as they move through the sales cycle. With marketing automation in place, you can review, track, and measure results on a wider scale.

5. Measure outcomes

One of the most useful use cases of marketing automation is to understand the sales cycle. The sales team wants to know how much time it takes to convert a marketing lead into a customer. With automation in place, you can track the entire customer journey – from the time of first interaction to final purchase and post-purchase opportunity management.

lead capture automation provides reports

Choosing an Automated Marketing Solution

Our example focused on email marketing. However, marketing automation for lead management can take many forms. You can have digital marketing automation, social media marketing automation, chatbot marketing, advertising automation, mobile marketing automation, and CRM with marketing automation.  

Each distinct group also has many forms. They depend on your business and chosen strategy.

The right step? Ensure you determine your ideal lead management path. It will help you choose the right marketing automation software. Make your selection of the best marketing automation lead management software holistically. Bear in mind that your choice should include all the following features:

  • Email marketing workflows
  • Customer Relationship Management (CRM) system
  • Social Media Management
  • Interactive forms and landing pages
  • Multiple-User access for team collaboration
  • Opportunity management
  • Integration with telephony/cloud calling to draw complete marketing to sales picture. 

Automate Your Lead Management and Grow Your Business

Marketing automation in lead management is an excellent idea. However, you will have a lot to learn first to figure out the best approach. Once you have got the hang of it, marketing automation will surely help you save time, money, and energy. With this, your sales and marketing teams will be able to eliminate routine tasks. They can better focus on establishing better customer relations. 

The bottom line is – marketing automation is not just about nurturing leads and closing sales. It is also about creating personalized and relevant campaigns that resonate with your customers.

In the end, it is all about creating memorable experiences to make your customers loyal ambassadors.

How about taking LeadSquared marketing automation for lead management for a test spin?


Marketing Automation, Lead Management FAQs

What is marketing automation?

Marketing automation is a technology for automating marketing activities and managing marketing campaigns across multiple channels. It helps businesses to target customers with automated messages across email, web, social, and text.

What is lead automation?

Lead automation streamlines a variety of touchpoints where leads can enter your sales funnel. It can include PPC campaigns, social media, landing pages, websites, phone calls, and more. When you generate leads, automation carries the task of nurturing them from time to time. Lead automation requires little to no human intervention for engaging with them and until they travel down the marketing funnel.

How to automate lead responses?

By using a marketing automation suite or CRM (Customer Relationship Management) software, you can easily automate lead responses. You can set triggers such as subscribed to email, requested eBook, made a phone call, submitted contact us form, and more and send a response accordingly.

Field service and mobile workforce management refers to a system that simplifies customer/vendor onboarding, field sales operations and improves the productivity of field sales agents and remote workers.

Even though the world is going digital, many businesses still require feet-on-the-street teams to connect with vendors, customers, and prospects. The reasons for this face-to-face intervention might be many – to create awareness about the product or services or for sales, service, training, or operational requirements.  

For all these and more, companies employ field teams to personally meet the stakeholders. Businesses that need field teams include financial services, logistics, courier, cable services, telecommunications, security services, engineers, technical equipment services, healthcare providers, medical emergency services, vehicle breakdown and restoration personnel, surveyors, retailers, merchandise sales personnel, and more.

To improve business flexibility, your field technicians need lightweight mobile devices rather than heavy clipboards. For this, field service and mobile workforce management system is a feasible solution.

Field Service and Mobile Workforce Management

In this article, we will talk about the challenges in traditional workforce management and how modern-day field service CRM apps and remote workforce management software can help. But first, a quick look at the prevailing issues in field-team management.

Flaws in traditional workforce management

Managing sales reps effectively is one of the biggest challenges for a company whose business model relies heavily on employing field representatives.

Traditionally, companies measured the outcome from field sales in terms of the number of deals closed by the field reps. However, this system fails when it comes to scalability.  Fast-growing businesses need to achieve more with limited resources. Therefore, productivity becomes a crucial parameter to measure field service or remote workforce success.

Another challenge that growing businesses face is that of employee churn. Many companies rely on third-party services to hire field agents. So, there is no direct connection between the managers and people who are representing the organization on the field. Therefore, managers struggle to gauge actual field activities.

Apart from these, companies use reports and other statistical methods to evaluate agents and teams. But these evaluations generally happen only at the end of a specific period. Therefore, companies fail to devise a solution to overcome bottlenecks instantly. The repercussions are severe – lost opportunities and an inability to gauge team productivity and suggest corrective actions.

The point is – managing a mobile workforce is not the same as managing internal employees. Employees serving customers on site require different tools and resources to perform their tasks effectively and meet customer needs.

how to improve field sales

The modern-day field service and mobile workforce management software address this concern. Let us see how. 

What is field service and mobile workforce management software?

Field service and mobile workforce management software ensure process automation for field staff. Your field force, such as sales reps, service technicians, or agents, can carry the mobile field force management software (app) whenever they are on a field visit. It helps you track their progress in real-time, provide support, and plan further activities. So, you can achieve the following objectives:

  • Create optimized schedules for field agents
  • Communicate with remote workers in real-time
  • Track agents, and geofence their location to prevent false reports
  • Evaluate employee performance
  • Delegate new jobs to mobile workers while they are on the field
  • Prioritize tasks
  • Provide instant help and guidance whenever required
  • Provide route guidance to save traveling time
  • Identify more prospects nearby, to get the most out of every day out
Mobile CRM - field service and mobile workforce management

Ultimately, remote workforce management software provides essential tools to assist remote workers, improve overall efficiency, and ensure customer satisfaction.

However, the catch is – many times, managers end up providing different tools for different purposes. This approach is not fruitful because now agents will have to juggle between apps for a particular task. For example, field teams use Google Maps for finding routes, Trello for checking assigned tasks/making notes, Slack for communicating with the manager, and Email/WhatsApp for collecting documents. Plus, after the field trip, agents must report to the office and update the details in your internal ERP system. All these tasks are counterproductive – yes, they might somehow allow you to track what your agents are doing, but at the cost of their efficiency. It is something no sales-led organization can afford. 

When your goal is to improve their productivity, you must invest in a solution like a mobile CRM (customer relationship management) app for end-to-end field service and remote workforce management. 

How mobile CRM simplifies remote workforce management?

Today, 61% of the workforce is working outside the office, at least some of the time. Earlier, what used to be applicable for field sales teams only, is now required for in-house teams as well. 

In such instances, when the workforce is invisible to management, monitoring productivity, identifying pitfalls, motivation levels, and efficiency can be a daunting task for managers.

Therefore, companies are using newer methods to enable their remote teams, track team progress in real-time, improve user experience, and more. The following are the ways in which mobile CRM can streamline field service and remote workforce management. 

Mobile CRM

Field team and back-office connectivity

Remote labor management is a relatively recent development. In the past, mobile workers struggled to stay connected to the office and get the support they needed to get their jobs done. Many times, when these people had problems, they could not solve them without going back to the office.

Field service and mobile workforce management platforms provide a solution for this by allowing employees to communicate with office workers, report critical information, share and access data in real-time, and more. 

For managers, these platforms streamline the planning process for employees and help analyze productivity in one single tool.

Meet customer expectations

Business success depends on meeting customer expectations. However, mobile workers can find it challenging to meet customer needs without the support of their employers. The following are some of the concerns that may arise while representatives are working on the field. 

  • Are reps punctual? Are they meeting the customers/vendors at the scheduled time?
  • Sometimes, field reps may misrepresent a meeting as completed, but, in reality, they had not attended/organized it.
  • How to ensure equal distribution of meetings among agents/reps? Is an agent overloaded with tasks and missing out on customers?
  • Are the field reps understanding the needs of the customers and providing appropriate solutions?
  • Back and forth meetings with the same customer/vendor just because some information is missing.

Field service and mobile workforce management solutions overcome these obstacles. With adequate information about customers, companies can provide better information about customer behavior, wants, and needs and also give up-selling/cross-selling signals wherever relevant.

To process things faster, field teams can upload all the vendor/customer documents via an app, which the verification team in the office can check in real-time and tell if something is missing or out of order. It will save the agent’s time and efforts in revisiting the client.

Having the right tools further eliminates the need for face-to-face meetings to a great extent. For instance, video KYC tools can save in-person meetings for both parties – customers and agents.

Handle a diverse workforce

The past consisted mainly of full-time internal workers who worked the usual 9 to 5 hours. However, in recent years it has become increasingly common for companies to diversify their workforce to include part-time and contract workers. These types of employees often have different needs than traditional full-time employees.

For this reason, organizations need to adopt a mobile workforce management system that provides full-time, part-time, temporary, and contract workers the support they need without affecting productivity. 

Why companies need a mobile workforce management app?

Let us take an example.

In the early years of foundation, BigBasket, India’s biggest grocery e-commerce marketplace, wanted to optimize its operations. One of the challenges they had was to improve the productivity of their delivery staff. The business problem was if a van does sixteen deliveries in a day, then what should they do to get the same van to accomplish twenty deliveries or more. 

Asking people to over-time every day is not a viable solution. Investing in additional resources will only increase operational costs. In a competitive market, where margins are minimal, businesses cannot invest in adding resources exponentially. The only feasible solution is to increase the productivity of the field teams. Thus, BigBasket used technology to automate routing

Different businesses have different use cases of mobile workforce management. What remains the same for all is the necessity to improve employee productivity and satisfaction. Good customer experience is just a pleasant side effect.

Another aspect to look at is – unengaged employees are a drag on productivity Plus, employees are more likely to leave their company when their engagement and well-being are low. On the other hand, highly engaged teams show a 21% greater profitability.

An essential aspect of maintaining a high level of employee wellness and engagement is ensuring effective communication and support for employees. It is possible to support your remote employees by introducing a full field service and mobile workforce management platform.

Mobile CRM - remote workforce management app

Tools such as mobile CRM apps help managers to create better schedules, keep accurate records, optimize mobile operations, understand customer trends, and perform other critical administrative tasks. They also help field agents with automated day plans, meeting recommendations, getting upselling/cross-selling signals, and more.

Things to consider before investing in a field service solution

You need to consider the following points to ensure your investment in field service and workforce management solution drives results. 

  • Meet customer expectations: With the growing amount of information and the ability to access data quickly, customers now expect a faster resolution to their queries from brands. 
  • Stay competitive: A customer/vendor who shows interest in your business today might completely forget about you tomorrow. Therefore, you will also need solutions that can minimize the onboarding time. 
  • Often, most management teams start with the assumption that setting up and deploying mobile solutions will require a high upfront capital cost. Custom field service solutions generally offer fast deployment speeds, low upfront costs, and the flexibility to scale up or down as the business changes.
  • Instead of reminiscing about the good times, focus on how you can grow your business. Increasing growth and the level of service is the goal of most companies. The software solution should be customizable and futuristic to adapt to your changing business needs.

What to look for in a practical solution?

The success of field service and mobile workforce depends on implementing a system that meets employee needs and gives managers the tools they need to manage their workforce. 

Complex platforms lengthen the onboarding process, prevent more generous use of the platform by employees, and can reduce productivity. Therefore, the interface should be intuitive enough that 1000s of users can understand and use the system with minimum training efforts. 

To achieve organizational goals and progress in the right direction while implementing new programs, you must look for a platform that offers extensive customization options and overcomes the barriers facing the organization.

Lastly, field service and mobile workforce management offer several benefits, such as proper and timely billing, accurate planning of FS staff, making the most of their time, selling related products and services on-site to customers. It reduces capital and storage costs, improves staff efficiency, and helps management make better business decisions. 

If you are looking for a solution to manage your field teams, you must try the LeadSquared mobile CRM app once.

Marketing campaign automation is a productive and measurable way to improve engagement with your potential customers. Automation can not only reduce your redundant work but also help you establish strong relationships with your customers. Brands generally use it to interact with prospects and customers on the channels of their choice (email, text messages, social channels, and more), based on certain activities or triggers, schedule social media posts, or run campaigns on other channels automatically. But the applications of marketing automation are not limited to that.

automation - fun, meme

If you see, around 49% of companies use some form of automation for marketing campaigns.  However, according to Automizy, 16% of marketers say creating quality automation as their primary challenge, and 20% of agencies struggle to find the right marketing automation tool. So, in this read, I will tell you how to make automation work for you. But first, a quick touch up on basics. 

What is marketing campaign automation?

Marketing campaign automation is a way to engage with consumers based on specific triggers. You can engage with your leads across multiple channels: text messages, instant messages, emails, social media posts, WhatsApp, and comments, for instance. 

However, to drive actual benefits from marketing automation, you need to know how to bind data, rules, and content and create a complete customer journey. To make it clearer – data is the information or attributes of your potential/existing customers. You collect data to understand customer preferences. Then, their activity will trigger the journey. For example, when a potential customer clicks on a link or retweets your post, it will trigger the automation workflow.

Next comes the rules. Rules define the journey. In this context, an automated system may have a ‘rule’ of sending an email or an instant message to the person after said activity. 

Lastly, the content is the material that the consumer receives and interacts with along the journey. It can be the text in your email, an ebook, a video, an event (webinar, for instance), to name some.

sales-and-marketing-automation-email-marketing

Marketing automation brings data, rules, and content together under one roof. This integration allows you to build a much more personalized journey for the consumer. So, instead of blasting emails/SMS from time to time, you can communicate based on customers’ interaction with your business. 

Why should you personalize your marketing campaigns?

One of the best use cases of automation is personalization. Automation makes it easier to collect data and use it effectively. We have seen an increase of 327% in email open rates, with simple subject line personalization. Personalization will also increase ROI from your email marketing campaigns. Apart from emails, you can use personalization in other channels as well, such as text messages and IMs. 

Personalizing content becomes effortless once you have the right data. While the datapoints would depend on your business, following are some of the most used ones:

  • Gender
  • Age
  • Interests
  • Geographic location
  • Job title or size of the business
  • Previous purchases
  • Behavioral data

Collecting these data is simple. Either you can ask the visitors to provide these data via forms on your website or you can use website cookies to track general information such as locations (with permission, of course). Regarding previous purchase history, you can identify them from your CRM/ERP systems. Now that you have the datapoints in place, you can kick-start your personalized marketing campaigns. For instance, you can use automation to send birthday greetings along with a few seasonal offers. You can also use the above data to provide personalized discounts.

See an example of creating personalized communication (screenshot: LeadSquared CRM + Marketing Automation suite) in marketing campaigns.

landing page autoresponder personalization

Now let us see how software designed for marketing campaign automation helps.

What is marketing automation software? How does it help in campaign management?

Marketing automation software is a digital tool that lets you create, execute, and manage campaigns across different platforms, along with lead capture and engagement automation. It helps you provide your customers with a personalized journey without you having to break a sweat. Such personalization keeps your brand relevant among your prospects and customers. 

Depending on your requirements, you can use a standalone tool or a software that integrates with other cloud services and social media services. Essentially, you need a platform to interact with your prospects/customers from one place. Marketing campaign automation software serves that purpose. 

Now you may think that by using automation, your brand would lose the human touch. However, the case is quite the opposite. With marketing campaign automation software, you can treat every customer as an individual and establish a long-lasting relationship.

Related:

Applications of marketing campaign automation software

Marketers use automation software to optimize campaigns. The types of automation may vary from macros in a spreadsheet to end-to-end campaign management in CRMs. Depending on your campaigns, the requirements may vary as well. But, at their core, the marketing campaign tools can help you with the following:

  • Creating marketing collateral (for example, landing pages)
  • Scheduling content (for example, emails, SMS, notifications)
  • Lead generation and scoring (via lead capture and qualification automation)
  • Lead nurturing
  • Retaining customers
  • Recovering abandoned carts
  • Analyzing the collected data.

Marketing automation tools are essential for acquiring new customers. At the same time, they are also helpful in maintaining relationships with the existing ones. After all, acquiring new customers is much more expensive than retaining the existing ones. Furthermore, old customers who are still engaged with you also mean a loyal customer base. They are vital for the bottom line of a business.

To understand marketing automation better, look at the following use case:

Campaign automation use case: email automation

As we know, one of the most popular forms of marketing campaign automation is email automation.

Automated emails have a much higher open rate and can even generate more revenue. For instance, they have six times higher click-through rates than Twitter. They are also 40 times more effective than Facebook and Twitter at acquiring new customers.

In the case of email automation, the customer will receive emails based on specified triggers. The brand can specify triggers such as birthdays, abandoned carts, personalized offers during holidays, or offers based on interests. 

One simple example could be a welcome email. Once a customer signs up for the mailing list, you can send an ice-breaker email with a discount link or referral codes. Writing every email manually would be too time-consuming for you. Also, it will not be possible in real-time. By the time you will send the email, your competitor might have won the customer. So, you must be prompt at sending responses. With automation, you can maintain that personal touch while keeping up with your increasing customer base.

Email marketing automation - fun, meme

Benefits of marketing campaign automation

With automation, you can determine the appropriate schedule for communication with your prospects. Plus, automation helps a lot with the after-sales process.

Let us take an example. You are using marketing automation for your campaigns. Afterward, you converted a lead into a customer while your campaign is still on. Now, the customer has feedback for the product/service he recently purchased. Instead of redirecting the customer to your customer support team, your support team can access the feedback from your marketing automation suite and address the concern instantly – saving the campaign from negative sentiments from customers.

Automation software also gives you real-time visibility of your campaign performances. That way, if something is not working, you can fix that – instantly.

Marketing campaign analytics

Look at some more benefits that you get by automating your marketing campaigns:

  • Reduce repetitive tasks: Campaign management tools significantly reduce the need to perform repetitive tasks. For example, personalizing individual emails and sending them one by one can be a tedious task. Similarly, engaging with people on social media can also be monotonous and time-consuming. You can use automation to simplify these activities. 
  • Better customer/prospect targeting: With the data and predefined rules, the software program can deliver the right content to the right person at the right time.
  • Improve customer experience (CX): With automation, the customers will not get a generic message. Your campaign message will be addressed to an individual and not to a group. It indicates that you value your customer. 
  • Reduce human error: When tasks are repetitive, the chances of human error creeping in also goes up. You can eliminate that with automation.

Are there any challenges in marketing automation?

Traditionally, large enterprises used an in-house system for automation of some sort. However, this was not complete and had several drawbacks. Also, because they were enterprise-specific, they had their unique process – understandable only to the internal staff, which meant slower learning curves and adaptability issues for new hires.

Then came the cloud era. Although marketing automation software was now on the cloud, it still catered to a designated group of people who had prior experience using organizational software tools. Moreover, users still needed extensive training to understand the software.

Another challenge that organizations faced was that of partial automation. Early age software could not integrate with hundreds of lead generation channels and other tools that marketers used. So, marketers ended up using separate systems for different purposes. Thankfully, this is not a concern now. Some software like LeadSquared integrates with many third-party apps to give you end-to-end marketing campaign automation. Even where some integrations are not out of the box, there are APIs available that make connecting different tools easy.

Plus, with the growth of SaaS (Software as a Service) models of marketing automation tools, small businesses and enterprises can utilize the on-demand availability of the software and scale up/down as per their requirements. 

How does marketing campaign automation work?

Here are some examples of how leading brands make use of automation in their businesses.

  • Onboarding with email marketing: Brands n use email marketing to tell people more about their company, and to help customers get started when they sign up. For instance, brands send a welcome email after people sign-up for their services, followed by more emails on a weekly/monthly basis to keep people engaged and informed.
  • Nudging before or after purchase: Brands often send reminders via emails. For instance, Nissan sends an email to consumers six months after the purchase to get the car tuned up. It also adds more revenue for the company. Brands can also nudge consumers (with lucrative offers ) before a purchase, where they have added a product in the cart but have not checked out. For example, look at the following email from Amazon.
Amazon Cart abandonment email
  • Birthday offers: Most brands provide birthday emails. These emails are one of the most effective emails that a business can send. They have much higher revenue per email over standard promotional emails. 
  • Loyalty rewards: Brands give VIP offers or loyalty rewards to old customers. For instance, if a customer purchases items worth $500 in a week, they will get a coupon. Alternatively, if they make regular purchases, they will be eligible for certain offers. You can easily automate such offers and discounts for individual customers. 
  • Re-engagement campaigns: Brands use this type of marketing campaign to revive their relationship with old customers. Automated systems can sift through customer data and tell the customer how they have engaged with the company before and if they would like to engage with the brand again. Some brands also provide exclusive offers to re-engage the customer.
  • Product/content update: When the brand launches a new product or posts a blog article, they can update interested customers via emails. They use automation to share these updates on their social channels periodically. 

Wrapping up 

Marketing campaign automation is essential, no matter what the size of the business is. The key idea is to bind data, rules, and content effectively. Automation is not as expensive as it was before. Recently, there are many tools available in the market that you can use to introduce automation in your system. However, it is better to invest in more scalable systems that can integrate with other services.

If you are looking for CRM and marketing automation combo, take LeadSquared for a test spin. Try it free!