Seducing investors for investment funds is not an easy task. And the Internet and social networks have changed investor expectations and behavior. The investor now prefers to do his own research and does not appreciate the commercial solicitations which never fall at the right time.
To meet this challenge, you must put in place a relevant inbound marketing strategy of which educational and persuasive content will be the central element.
The objective is twofold:
Grab the buyer’s attention by researching the Internet.
Feed your prospects by thinking of bringing them to maturity.
Some essential keys to a successful charm operation with Marketing Automation are:
Key # 1: Understanding customer behavior
Integrating the concept of broad investor behavior into your strategy is a fundamental concept that you cannot escape. When we talk about “behavior” we mean knowing the identity of the target prospect, what motivates them and how they act in their buying decision. In this regard, the B2B purchasing process has evolved a lot in recent years due to a deep need for prospects to understand the information given to them before calling on a sales representative.
There are the 3 stages of the customer journey, which break down as follows:
Discovery of his need: “I am aware of my problem and I am looking for a solution,
Consideration: “I know how to name the different solutions and I compare them,
Decision: “I make sure of the seriousness of the seller before placing an order”.
Key # 2: Define targeted and measurable objectives
We recommend that you work on your marketing automation goals with an additional level of detail. A targeted and measurable objective is established to meet them by focusing on:
It is attached to your roadmap (global strategy)
Clearly communicates the outcome (who, what, how much, when)
It allows you to determine the best method to achieve this.
It tells you when it is reached
Our preferred method (and the one we use) for setting goals is the acronym for SMART goals, for: Specific, Measurable, Achievable, Realistic and Time-bound.
Key # 3: Align the marketing team with the sales team
If one of the objectives of marketing automation is to improve productivity, it also aims above all to generate qualified leads for sales, through a coherent and synergistic purchasing process.
A flattening of the qualification criteria is therefore often more than necessary to agree on the definition of the prospect and the ideal client.
To engage your reflexion on Marketing Automation, you can start to Ask yourself :
What are the inclusive and exclusive criteria of a contact to be considered a qualified prospect (or not) ?
What is a lead from a sales & marketing perspective?
What are the triggers for a prospect contact? From a prospect to a qualified prospect?
At the end of your marketing automation campaign, we strongly recommend that you analyze your performance. You no longer have an excuse for not doing this, as your marketing automation tool automatically generates reports for your entire campaign.
Do not hesitate to contact us if you want to know more and discover our services
Askerteam is a CRM software vendor, based on the Salesforce platform, designed for Financial Services.