Companies, without realizing it, and because of the tools generally available to them, use approaches on the internet that would make any marketing or sales manager in charge of a booth at a trade show choke. And yet the tools exist. All that remains is to open your eyes and change your culture. Marketing automation is coming of age.
Imagine the following scene:
The company “IDontKnowThatImBlind” is exhibiting at the “MakeMillions” trade show
The booth team is small and has a few brochures and a display case where the latest new products date back to last year.
The team has a badge scanner that collects the visitor’s name, but forces them to do it almost under duress. As a result, it only collects a few rare business cards during the day. Cards that then go to sleep in a notebook.
The hostesses have learned a conventional pitch that is the same for all visitors without distinction of origin, business sector, level of responsibility, or interest in its products.
Despite everything, the marketing-communications manager is happy, the sales director and the teams are thrilled.
The CEO stops by the booth and is told that everything is perfect, that all is for the best in the best of all possible worlds, that they even managed to increase contact taking by 0.5%, and that some people took chocolates and pens. In short, he is happy too
He presents his statistics to the shareholders, his returns on investment, and they too are happy.
You will have understood that I have just described the web marketing performance of an ordinary company.
So here is the question for you: would you be happy with this performance? Today, on the internet, certainly 99% of companies belong to this profile: “IDontKnowThatImBlind“
“Everyone knew it was impossible. Then one day someone came along who didn’t know it, and did it” Winston Churchill.”
But let’s continue our story:
Except that the CEO decides to go and see the other exhibitors and takes a walk around the trade show.
He stops at the booth of the company “IAmGoingToDoubleMyRevenue”.
A hostess casually asks him one or two questions, subtly segments him, and naturally gives him a very well-made brochure that perfectly explains its product range in simple terms. He naturally hands her his business card. He tells her his areas of interest.
Impressed, he brings in his technical director to validate the competence of the said company. The saleswoman hands him highly detailed technical documentation and promises to send him more on a very regular basis. And that her sales rep will come by to help him draft his specifications if necessary, should the need have to be formalized.
The boss, won over by the welcome and professionalism, brings in his buyer to get to the bottom of it. The hostess then gives him a document that shows the economic value of its solutions. She also promises to send him relevant information regularly and above all at the right time, that is to say just when he needs it. Of course she will keep her promise.
As if by miracle, the sales rep for his area, who was not there at the beginning, appears at the booth and can speak with him directly.
The CEO returns to his own booth, and then says to himself that something is wrong between the satisfaction displayed by his team and the one the manager of the other company must be showing.
He discusses it with his managers and decides that all of this must change. He has understood, he stands ready for his cultural revolution.
Autopsy
Here is a small table that will give you the keys to understanding this little story. You will easily recognize yourself in the 1st or the 2nd profile. We certainly hope in the 2nd one of course!
Company
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It uses |
| The booth team is small and has a few brochures | the product pages on the website, which often have not been updated |
| and a display case where the latest new features date back to last year. | the latest news dates back several months, even more than a year, as in 73% of French companies |
| The team has a badge scanner that collects the visitor’s name, but forces them to do it almost under duress. |
No or very few calls to action on the website. The site’s ergonomics are not designed according to the target audiences The contact page, when it is found by the internet user, is very restrictive, forcing the internet user to provide their full pedigree. The conversion rate is low. |
| As a result, it only collects a few rare business cards during the day. | Analytics software such as Google Analytics returns passive information that is difficult to use, purely statistical. The number of leads collected is low. |
| The hostesses have learned a conventional pitch that is the same for all visitors without distinction of origin, business sector, level of responsibility, and interest in its products. |
The company sends a newsletter, the same one to the entire database. It may possibly have information on those who opened the email and which links they clicked |
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Despite everything, the marketing manager is happy, the communications manager too, and the webmasters are thrilled. The CEO stops by the booth and is told that everything is perfect, that all is for the best in the best of all possible worlds, that they even managed to increase contact taking by 0.5%, and that some people took chocolates and pens. In short, he is happy too He presents his statistics to the shareholders, his returns on investment, and they too are happy. |
Analytics data philosophy tied to passive information: numbers of clicks, click-through rates, sources, keywords searched If they are measured, conversion rates of contact pages and any landing pages below 1% No reconciliation with the intended objectives and targets: visitor profile, name, action…
|
Autopsy
Company
|
It uses |
| A hostess casually asks him one or two questions, subtly segments him, and naturally gives him a very well-made brochure that perfectly explains its product range in simple terms. He naturally hands her his business card. Tells her his areas of interest. |
A holistic approach thanks to marketing automation software that includes behavioral emailing software, scoring, very fine automated segmentation, interfacing with the CRM… Dozens of specific landing pages are created based on the content distributed online:
|
| Impressed, he brings in his technical director to validate the competence of the said company. The saleswoman hands him highly detailed technical documentation and promises to send him more on a very regular basis. And that her sales rep will come by to help him draft his specifications if necessary, should the need have to be formalized. |
A simple behavioral test can detect that the internet user is interested in technical content. The company uses software. They are automatically added to the “technician” list and enter a programmed sequence of technical information sends. If we go too fast and they stop opening the emails, we slow down the sends |
| The shareholder, won over by the welcome and professionalism, brings in his buyer to get to the bottom of it. The hostess then gives him a document that shows the economic value of its solutions. She also promises to send him relevant information regularly and above all at the right time, that is to say just when he needs it. As if by miracle, the sales rep for his area, who was not there at the beginning, appears at the booth and can speak with him directly |
The software shows, by name and in real time, the internet user’s name when they arrive on the site, and the pages they view. An SMS is immediately sent to the relevant sales rep, who decides how to engage with them. The scoring of each visitor is continuous:
The software is directly connected to the CRM or via an API Every day or week, specific reports are sent to marketing and sales managers: visitors with such profiles, from such company, for which pages, a combination of several criteria… |
If you recognized yourself in the 1st profile, no worries, the solutions exist. If you are already in the 2nd profile, congratulations, you are certainly performing on the internet beyond all your initial ambitions.
Marketing automation will “simply” revolutionize our approach to web marketing. Already used in large B2C groups, it is becoming accessible to all companies.
Call us without delay at 04 50 10 86 98!
We unquestionably offer one of the most accessible Marketing Automation offers in France.
