D2C Caffeine - Issue No. 15

Lead generation is what marketing is all about!

1. Targeting the right audience

2. Building brand loyalty

3. Creating a full pipeline of leads

4. Personalising your brand message

A lead generation strategy can bring about a 133% increase in revenue as compared to brands without one.

But what’s the best way to get there?

It’s achieved when a brand masters AUTOMATION

Let’s dig into how that works..

Marketing Across Channels

A common starting point for marketing automation is streamlining marketing activities.

• Does a user receive a welcome notification, when they subscribe to your newsletter?

• Do you have a sequence set up to convert top-of-funnel leads into customers?

• Are all relevant trigger and transactional emails in place to address multiple user interactions with your product?

Well…get started on these and various other different user touch points, and implement a marketing framework for integral user experience across channels - based on the consumers’ preferred platform(s).

Campaign Automation

A significant opportunity for automation lies in your advertising, outreach, and social media campaigns.

Marketing and remarketing to specific audiences with

• Personalised messages

• Implementing use-case specific automated chatbots

• Creating tailored engagement flows at scale

All these can help your product grow while minimising required operational efforts.

Lead Scoring & Personalisation

Analysing multiple data points, such as online behaviour, email and social habits, demographic or company data - we can pragmatically filter incoming leads and prioritise engagements with them.

Categorise the leads across channels into the below 5 brackets:

1. New leads or potential customers who visited your site, landing page, email or subscribed to a newsletter.

2. Working leads or people who already follow you on social media or are having active conversations with a sales executive.

3. Nurturing leads who may not make a purchase at the moment but may become customers in the future.

4. Disqualified leads who have not expressed any interest.

5. Qualified leads or potential customers who have shown intent to buy your product.

Once high-priority leads are identified, we can create a personalised user experience for different brackets of a brand’s customer base and present their sales team with detailed data for each potential customer.

Achieved through data across the funnel - from not 1, but 300+ brands

Contact Management & Nurturing

Once the lead scoring framework is in place, a brand can proceed with establishing a comprehensive lead nurturing strategy.

The typical process includes segmenting high priority leads into groups and developing targeted outbound and inbound campaigns with unique call-to-actions delivered through multiple channels as preferred by each group.

And in the digital age, you can segment audiences on WhatsApp, Instagram, and Facebook too.

The ultimate goal for the lead nurturing strategy is to successfully convert promising leads into paying & returning clients.

Marketing & Sales Tools Integration

With the growth of your business, the customer management framework expands to include the website, CRM, email marketing, lead management, behaviour analytics, content marketing, and other platforms.

To bring results, marketing automation strategy needs to collect and store the data on each potential buyer in one integrated solution.A single dashboard to view & seamlessly collect data from different platforms to make it available in one place to achieve transparent and efficient customer interaction.

Analytics & Reporting

The success of marketing execution lies in testing different customer engagement approaches, analysing the results, and building on the ones, which create the most value.

In order to achieve the highest ROI, brands need to set up the tools and reports to support informed and timely decision-making.

Tools that analyse every stage of marketing journey, to optimise future marketing potential.

That’s the end of our talk on 'Marketing Automation'...

See you on the next coffee date!

Reply and let us know! 😊