As the leading PR and marketing agency for cleantech, we have the privilege of working with clients who provide some of the most impactful (and coolest) solutions in the market. When our clients are looking to apply the same level of impact to their marketing and sales efforts, we often recommend marketing automation. While some cleantech companies are starting to invest in marketing automation, many are new to the concept, which is why we’ve developed The Cleantech Guide to Marketing Automation, a new e-Book that shows how you can leverage automation for your company’s marketing goals. Below are a few of the basics. You can download our free e-Book for an in-depth look on how and why marketing automation can amplify cleantech companies’ marketing strategies.
Defining marketing automation
Marketing automation software is designed to improve operational efficiency, reduce redundancy, convert leads, and make new processes possible. It executes marketing actions without manual effort, allowing you to complete repetitive and/or tedious tasks in a more efficient way. Marketing automation uses data to trigger actions and deliver customized messages tailored to a contact’s interaction with your website. It tracks each touchpoint and adapts each step and pieces of content accordingly.
Marketing automation is not just another name for email marketing, though email marketing is a key component of marketing automation. Email marketing is built on static information about a contact. This means that you are only using information that you have already provided to the email database, which is often just standard contact information. Marketing automation utilizes dynamic information, continuously leveraging behavioral data points based on how the contact is interacting with your content.
Marketing automation & cleantech
While marketing automation can be an effective tool for companies from various industries, it is especially important for cleantech companies. Often times, cleantech companies are selling to organizations such as utilities, municipalities, transit agencies, commercial & industrial companies and other large-scale tech organizations. Selling to these companies can involve going through multiple stakeholders; consequently, the sales cycle is long and complex. While B2C cleantech companies are selling to fewer stakeholders, their sales cycles can also be long if their product or service is not transactional and requires periods of consideration from the consumer.
With a long sales cycle, it’s important to provide consistent, relevant touchpoints to maintain top-of-mind awareness with your leads. This is where marketing automation comes into play to execute a lead nurturing strategy. Marketing automation is a powerful channel for lead nurturing because it provides long-lasting one-on-one interactions with each contact. It can also be an effective way to align marketing and sales, enabling your company to generate and close more sales.
Cleantech marketing success
Implementing marketing automation isn’t just about investing in a platform that’s right for your company. You’ll need the team, whether internal or an agency partner, to develop content, execute workflows, measure data and package it all together to be successful. Antenna Group excels at developing building marketing automation strategies from the ground up. Contact us today for a complimentary assessment of how marketing automation could be implemented with your firm. And don’t forget, download our free eBook today.
