Marketing Automation platforms are SO complicated. So we built a simple one.
As a long established B2B creative agency, we’ve worked with a number of clients over the years that have invested in Marketing Automation software.
Their investment is not just the significant 3 figure monthly licence fee charged by the leading platforms, but also the investment in time. MA software is, after all, merely a tool (albeit an extremely sophisticated one) and like any tool it requires its users to learn how to operate it. It requires them to come up with ideas for what to do with it. It needs them to understand what its telling them. For a B2B SME, this represents a significant ongoing time commitment for their marketing team.
Having seen clients’ investment in MA often turn into the virtual equivalent of the well-intended purchase that now just gathers dust at the back of the storeroom, we decided to put together our own simple platform. We stripped out the nice-to-haves and focused solely on what B2B customers actually need – more leads to pass to their Sales Team.
We stripped out the nice-to-haves and focused solely on what B2B customers actually need”
MA software is often developed with high volume B2C websites in mind, where the funnelling and filtering of a large number of visitors is essential to feed genuinely qualified leads to a Sales Team. For B2B websites, where volumes are generally lower, the qualification of the lead through automated means is, perhaps, of less significance than the identification of a prospect showing purchase intent.
Using the same practices for deanonymising and tracking visitors as the leading MA platforms, our system is installed in minutes and requires no training as it simply counts the number of times a particular visitor has returned to a website in a designated period. When they reach a certain number, an email alert is sent to our clients’ Sales Teams.
If a potential prospect has visited a website several times in a few days, they are clearly expressing an interest, so get in-touch with them instead of waiting for them to get in-touch with you (or your competitors!)