Machine learning-driven marketing automation tools provides marketers the superpower they require to drive the best prospects through the funnel faster and close more transactions in today’s fast-paced, highly competitive marketplace.
It would be a dream come true for marketers to be able to properly forecast how and when to best reach customers in order to drive the maximum sales. Marketers invest a lot of money, time, and effort to get it right with customers, yet they only get it right half of the time. It is not only tough and inefficient for them, but it is also inconvenient for customers. How many times has someone gotten a discount offer from a business or for a product you just bought a few days or even hours ago?
If only there was a way to forecast when customers are most likely to buy, when to send messages, and through which channel to get the best results for both buyer and seller. What if marketers could treat every consumer as if they were the most important, whether they had ten or ten million customers?
Marketers can use customer experience automation (CXA) to learn what motivates customers to buy and then use that information to improve campaigns and provide a better customer experience. Smart technology allows marketers to work more efficiently by forecasting customer behavior more regularly and correctly to increase sales performance.
Sending messages at the appropriate time
Most marketers want to be able to forecast when to send messages, which is at the top of their wish lists. While there is a lot of research and debate regarding the optimal send timings, it’s all based on what works best for the vast majority of individuals. Marketers can get more specific using machine learning and send at the perfect time for each customer at scale.
The method analyzes each contact’s optimum engagement periods and creates a data model based on when they’re most likely to open and engage. It then utilizes this information to suggest the best time to send. The system becomes smarter as users interact with the information, and the send times get more focused. This predictive sending removes the uncertainty from communication and allows marketers to obtain vital knowledge into their audience then you can reach out to them at the correct time.
Predict purchase intent
For marketers, determining when customers are ready to buy is a critical priority. The ability to predict win probability not only helps in reducing the cost of customer acquisition and stops sales from spinning their wheels with consumers who may never buy, but it also allows the sales team to know when to “stop” automated nurture campaigns and add a personal touch.
Identifying what makes a deal more likely to close for the company is the first step in predicting win probability. Hundreds of criteria are taken into account by the automated system, including whether prospects click a link, interact on social media, open or ignore emails, arrange a demo or webinar, and so on, and marketers can weigh each component based on what matters most to their pipeline. When a prospect meets the likely-to-win criteria, the system sends them to sales at the appropriate moment. As a result, sales can concentrate on only the most promising leads and avoid wasting time on cold leads.
Select the right channels
With so many marketing channels to select from, it’s no surprise that marketers wish they could just choose the best one. The best channel, like the best send time, can be highly personalized and differ from one customer to the next. Manually selecting the best option for each person is impossible, but machine learning can help. First and foremost, marketers need to choose their channels based on two criteria:
- What do they excel at and where do they have a competitive advantage? Marketers should stick to what they know and enjoy rather than forcing themselves into something that would make them uncomfortable, as this will show in their content.
- Where does their target audience gather online? They must determine where their target audience is, who they follow, what they watch and read, and what they listen to in order to reach them. Find out where they are and go there after doing some research.
The best channels are located at the intersection of these two points. Marketing automation can help marketers distribute content across the right channel
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