This is part 3 of our Salesforce Marketing series. We’re talking about what great Marketing looks like in 2021, and how you can use Salesforce products like Marketing Cloud and Pardot to grow your business. Read Part 2 here.
Email newsletters have been around for almost half a century (yes, really!).
While email newsletters can provide value for many organization’s subscriber lists, much has changed in the email world since 1978. One of the biggest tools that has revolutionized email marketing is automation.
While implementing email automation can be complex, its definition is simple. Email automation sends email messages automatically when a subscriber performs an activity or meets a set of criteria.
If you’re sending out email newsletters regularly, but aren’t taking advantage of email automation, there may be some low-hanging fruit for you to take hold of and increase your marketing ROI.
Have you ever clicked submit on a web form and nothing happened. Well, maybe something happened, but the screen didn’t change. And when you fill out a form like this, you’re left wondering: “Did it go through? I hope so!” Needless to say, this creates a horrible user experience.
There are a few simple things you can do to create a positive user experience for users filling out forms.
Lead nurturing is the automated process of sending personalized and relevant content to prospects and customers at every stage of their buying journeys. – Pardot
If you’re looking for an example of a Lead Nurturing campaign, head on over to Part 2 of our Salesforce Marketing series.
Here are some great questions to ask to configure a successful lead nurturing campaign:
Once you know the answers to these questions, you are well on your way to setting up a nurturing campaign to give your leads the information they need at the right time to help them ultimately choose to purchase from you.
Do you have new customers onboarding regularly? Do you have a process to onboard them? Do new customers present the same issues and ask similar questions all the time? Does your NPS score increase when you create great expectations with your clients up front?
If you’ve answered yes to any of these questions, you’ve got a great case to create a customer onboarding drip campaign.
Customer onboarding is the process of helping new customers become familiar and comfortable with how you do things as a company.
Great customer onboarding focuses on creating clear expectations on how the working relationship should progress, and how situations will be handled if what you’re working on together doesn’t go according to plan.
Determine where the most low-hanging fruit is.
Where is your team spending the most time when customers aren’t onboarded properly? What issues happen? What type of projects or products happen the most that have easy opportunities to streamline? What do you need to communicate up front with your customers to give them a world-class experience?
Tell them how you’re different.
Tell your customers about the unique nuances of how your company approaches work. Have you told them this already? Don’t worry, tell them again. Humans need to have information communicated to them many times before it influences their actions (EG: the marketing rule of 7).
Answer their questions before they ask.Ask your account executives and project teams what questions new customers ask the most, and include those in an email message.
Bravo! You are well on your way to marketing success. But before you begin creating another email newsletter to send to your list, here are a few items to review:
We’ll be continuing to talk about how to grow your company with Salesforce’s Marketing suite. If you found this valuable, subscribe to email updates to ensure that you don’t miss a post.
If you’re looking to setup email automations in Pardot, Marketing Cloud, or Salesforce, we can help. Fill out this form to start the conversation.