We came across a report from software research firm Software Advice, which analyzed nearly 900 interactions with marketing automation buyers a few years back. The findings identified top features, reasons for purchasing a new solution and what businesses were currently using to manage marketing activities – there were a couple surprising takeaways and overall we found that the report aligns with the insights we’ve gathered from our own customers.
Ti Sento Milano, the European based jewelry brand, is expanding our reach stateside. As marketing director, I’ve been challenged to market our jewelry in an efficient and cost effective manner because we don’t have a huge consumer market here or huge budgets to build awareness. To do so, we rely heavily on local retailers to market our jewelry in their store and to their already loyal customers.
At Software Advice, I review enterprise applications and help buyers understand the CRM software market. As part of my work there, I recently created a tool to help software buyers compare the total cost of ownership (TCO) of on-premise and software-as-a-service (SaaS) solutions. The process of creating the tool (screenshot above) was a great exercise in understanding what impacts the TCO of a SaaS investment and the true cost savings of SaaS.
With so many channels to connect with your customers, you have to know how to properly target the right ones at the right time with tools such as marketing automation. Spearmarketing.com suggests, “If you can target your advertising to those who are actively looking for your product or service, your conversion rates will go up, your dollars spent will go down, and your bottom line will increase.”
Whether you’re using social media marketing or email marketing, there are techniques you can use to make your targeting efforts more effective driving more leads and nurturing the customers that have remained loyal to you. Consider these three tactics as you move forward with targeting.