Customer success team at Aritic pioneers in marketing communications workflow optimization for better and high-velocity conversion along with multi-channel and multi-platform engagements with the customers.
This discussion will dive into how a combination of deep learning enables customers and teams at Aritic to optimize the customer journey process for better conversation at each stage.
Marketing automation workflow
An ideal customer for any B2B brand requires a lot of engagement and communications across multiple channels before it converts. The cycle may seem long but once a lead becomes a customer, it is mostly of high value.
It takes multiple marketing campaigns to understand that a marketing funnel with four main stages isn’t the right way to depict it. We’d rather represent the entire automation workflow leading to conversion and retention in form of an hour-glass.
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To streamline the conversion process, sales and marketing teams come together to create effective automation workflows that are rooted in consumer behavior data.
Marketing automation workflows are an integral part of every growing business. It enables a business to streamline its branding position as well as offer its customers a unique experience across all digital touchpoints.
While it is not a new trend to adopt marketing automation workflows, businesses are shifting their focus on optimizing these workflows to improve customer interactions, boost productivity, and streamline the entire business process.
Building a road map for better customer experience & conversion
Marketing automation workflows help in amplifying your business by automating marketing processes so that you have minimal dependency on human resources. It works around the concept of setting up actions and triggers based on customer engagements with a brand.
It can be as simple a workflow as sending out a welcome email as soon as a new customer subscribes to your newsletter. However simple a workflow is, if you are not optimizing it for your customers, you are losing out on your valuable customers.
A well structured and planned automation workflow that is optimized based on user behavior data lays the foundation for a unique customer experience, which triggers conversion.
The stepping stones to optimize your marketing automation workflow
Conversion for any business is directly proportional to how customers are engaging with the brand on multiple channels. You may create multiple marketing campaigns across all marketing channels but if your target customers are not engaging with your brand, it is only draining your resources and time.
This is where optimization comes in.
By tracking and analyzing customer behavior, you can get a detailed insight into your customer’s buying intent. Add to this, detailed analytics can also show you where your customers are engaging the most.
Leverage the right marketing channel for communication and engagement
There are n-number of channels a brand can leverage. But being omnipresent everywhere isn’t the key. Identifying the valuable touchpoints and customizing your automation workflows has the power to engage your customers and trigger conversions.
What works for your competitor brands may not work for you. So, it is important to enable your marketing and support teams to analyze lead behavior, profile the leads, and identify which channels are giving your maximum ROI.
You can see great results from social media ads and instant messaging but zero engagements on your offline campaigns.
For instance, at Aritic, we see great results from content marketing – we spend time in editorials, running relevant social ad campaigns, and working on our internal content resources. For us, these are the channels where our customers prefer to interact with us.
We use chatbots, landing pages, interactive forms, and emails to communicate and engage with our target customers. A brand like Aritic seldom turns focus to huge banner ads.
On the contrary, you will find eCommerce brands like Amazon leverages offline campaigns along with creating a digital footprint.
For instance, Amazon Prime promotes news shows not just through digital campaigns but also large banner ads. They want more people to watch a show and often we do miss out on such promotional emails like “what’s new on Prime Video” .
Amazon knows that! Not just movies, you will find SMS campaigns, banner ads, and other offline campaigns from Amazon announcing several large-scale shopping festivals. One such is the Indian Big Sale that happens annually.
To put it in a nutshell, a brand like Amazon is targeting people from all age groups – people who are tech-savvy and people who aren’t. Its aim is to become a household name for everything you need. This also explains television commercials that you will never see for a SaaS brand like Aritic.
Knowing which channel will help you connect with your target buyers is extremely important to customize and optimize your marketing automation workflows.
Customer Segmentation and Automation Workflow Optimization
Customers experience varied emotional triggers throughout their buying journey. Emotions do not always mean happy or sad.
In a buying cycle, a customer needs to genuinely want to invest time and make the purchase. Like every buying decision, for any SaaS product buying decision is somewhat triggered by certain emotions – it can be as simple as a sense of urgency to resolve a pending issue with that purchase.
Based on their emotional quotient with a brand, their buying intent alters. For instance, quick response to a query makes a customer trust a brand.
To ensure that you are available on all communication touchpoints to nurture your customers, you need to create accurate segmentation filters. It can be based on browsing patterns or campaign engagement, job profile or age group, or all of it.
Proper segmentation helps you understand what kind of messaging will trigger engagement. It is important that your message is relevant, accurate, and gives a sense of importance to your customers.
A good brand impression makes way for word of mouth and referrals which is obviously good for your brand. You optimize your automation workflow based on your brand’s value proposition, the kind of message you want to convey, and what your customers expect from you as a brand.
Test, Observe, Improve, Repeat
The golden rule for any brand looking to enhance customer experience using marketing automation workflows is to continuously test, observe the results, and implement the findings to drive a better experience.
You cannot keep tweaking your automation workflows and making them live without ensuring that the changes you made will not affect your brand value. A new email headline may be what you need but the heading you choose fails to impress your customers.
If your customers are not engaging your entire workflow stops. No customer action means no triggers, and no triggers mean no marketing actions.
Doing anything blindly in marketing will only make your customers turn a deaf ear to your brand messages. You must A/B test your marketing workflows and analyze how your customers are engaging.
Know where they are dropping off, iterate your workflow, test it again, and once again observe. Like you, I also agree that there is no exact metric for an A/B testing. You don’t score a 100/100 in multi-variant tests but you must test until you see a satisfactory result.
Pro tip: Each brand has a specific band that determines success for a multivariate test. Based on your brand value and customer profiles, you will need to set it up with your teams.
Talking of teams, internal testing and team synchronization plays a pivotal role in the optimization of automation workflows.
Sandbox testing + Team Sync
Testing your automation workflow outside the production environment enables your marketing team to determine changes that can improve the consumer experience. Your customers juggle between multiple channels and they expect a smooth transition from one channel to another.
From internal messaging to feature functioning, everything has to function smoothly. Sandbox testing is only one part that deals with fixing technical issues. The other (and major) part is putting all your teams into proper sync.
When you create marketing automation workflows for your customers, you also need to create automation workflows to connect your customers and your teams.
For instance, if a customer raises a ticket, it must automatically alert your respective teams or team members so that the ticket is resolved and the customer’s experience is not hampered. You see, all of it is connected.
Your marketing, sales, productivity, and tech teams must be well-versed with the lingual’s your target customers use, should use similar types of messaging templates to maintain consistency, and speak of the same message across all channels. To do this, your teams have to be in sync.
Deep Learning for Better Customer Journey Conversion
Aritic also uses deep learning to optimize the automation workflows for better journey conversions:
- Prediction of high performing words, phrases, and sentences for segments
- Suggestion for better email and content subject line/ heading
- Suggestion of better segment for contacts/leads
- Predictive signals for multi-channel orchestration on high interaction yield
- Predictive suggestion on A/B test optimization on email templates and text-based messages
Marketing automation workflows have the customer in the center. Everything about your automation is driven by what your customers want. Hence, continuous optimization and testing is your best bet in creating an experience that will set apart your brand.
Ankit is the Principal Founder of EasySendy and Aritic (Mid-enterprise SaaS platform) – A full-stack integrated sales and marketing automation platform for the mid-size enterprise with built-in sales relationships management and help desk.