Connect with Customers More Meaningfully Based on Web Behavior
- Posted: 17th May 2023
- Written by:
Colin McEvily, Technical Account Director
Connect with Customers More Meaningfully Based on Web Behavior
One of the key goals of any organization is to facilitate ways in which to increase customer conversions and overall sales of their products or services. To do this, interactions with your audience must be highly personalized and communicate within the right time frame and in the most appropriate channel whether that is email, SMS, an offer displayed on your website or any other medium. Communicating to your audience in a timely manner is one of the best ways to increase ROI on your marketing and sales campaigns. However, to do so requires that you leverage automation capabilities within your MarTech stack and move away from manual processes that could disrupt the customer lifecycle or sales funnel.
As a reader, you might be thinking “Of course. That logic is obvious.” But how can you get to this stage of your marketing evolution?
Integrate Adobe Campaign and Adobe Analytics to Drive More Customer Conversions and Sales
No matter the industry or transactional makeup (B2B, B2C, etc.), it is crucial to understand your customer behaviors to drive more conversions and sales. For companies with large volumes of data and varying customer journeys, tying web behavior and outbound communication behavior together in an automated fashion has been proven to be highly successful. According to Ken Research, a leading market research organization, 80% of companies that use automation software drive increased leads as much as 451% or more.
We at Celerity have worked with a variety of clients to enable this sort of integrated automation. If you have Adobe Analytics and Adobe Campaign in place at your organization or are considering implementing these technologies, we can show you exactly what this integration process looks like and what you will need to accomplish it. Below are just two high-level use cases of the integration and how that can lead to greater success metrics.
B2B Use Case
Imagine you are a B2B service-based business that currently runs email campaigns and provides reports to key stakeholders highlighting the recipients who have interacted with email the most. Your stakeholders then use this information for personal outreach through a sales team to call these individuals in the hopes of further driving them down the conversion funnel. This is a very common practice, but it is not scalable. Your sales team is likely to be inundated with a volume that simply isn’t manageable and requires them to spend valuable time on individuals who may not be ready to buy or convert. Additionally, this manual process can lead to gaps or missed opportunities as time elapses between brand interactions.
To resolve this, you will want to implement a way in which your sales team is only reaching out to leads when they meet certain criteria and can be considered sales qualified. Email interactions alone will not be enough. It will be important to tie in web-based behavior into this model for a more complete picture of who your leads are and when they are likeliest to convert. Just because a lead clicks on a link in your email does not mean they are ready to convert, but what if the lead clicks on the link and then spends 15 minutes on your website reviewing several different pieces of content? This engagement shows that the individual is showing interest, but it may not be appropriate for sales to call them based on this one interaction. Rather, you should market to this individual within a short time frame and in a personalized manner with information related to what they were engaged with on your website. The best way to do this is by integrating your Adobe Analytics and Adobe Campaign platforms to automate this full, end-to-end customer journey. Your sales team will thank you.
B2C Use Case
Similarly, B2C businesses also incur data volume issues that can lead to processes that are difficult to scale. Let’s say that you are a B2C product-based business that also runs a number of email campaigns, but the team responsible for this only runs analysis on broad email metrics such as opens and clicks. This business might have multi-step email campaigns that send subsequent emails with content related to previous campaigns only to those who show engagement. While this is a step in the right direction, the business is only seeing one small picture of the individual or audience and is still reliant on a purchase which has been lightly influenced by the current process.
If you integrate Adobe Analytics and Adobe Campaign, you can nurture your recipients to automatically lead them down the sales funnel. Nurture campaigns that continue brand communications in a timely and personalized way will lead to more product purchases. Without this integration in place, your teams may be siloed and only focused on analysis and metrics in their specific solution. The only other way you could even begin to create more personalized journeys for your customers would be for each team to pull data on a regular cadence and manually run a consolidation which combines data from each. From here, the teams would have to consider which audience is the best fit for a specific campaign. Again, this will be incredibly labor-intensive and time consuming. Rather than doing this, integrating Adobe Analytics and Adobe Campaign will automatically place recipients in appropriate and best-fit marketing campaigns based on their actions taken on your website. For example, maybe an individual has input their personal information for a product purchase but had to abandon the process. Perhaps the individual didn’t have time to finalize the purchase or had second thoughts. Regardless of the scenario, if your brand is not following up in a timely manner based on the behavioral information you’ve captured, the probability of losing sales increases dramatically.
With marketing practices continually evolving, it is crucial for businesses to keep pace with these changes to maintain and even improve upon a competitive edge with industry peers. Digital marketing is a key aspect to capturing new business, increasing brand loyalty and leading to greater annual revenue figures. As a result, marketers must evaluate the technologies which are currently in place or being evaluated prior to a potential implementation. Additionally, marketers must also explore how these technologies can be optimized and leveraged together to capitalize on continuous consumer behavior changes or trends.
The ability to track web analytics and gather digital behaviors in conjunction with building personalized communication strategies with both prospects and current customers is a critical path required for success and increased ROI from the technologies and solutions your business employs. Connecting platforms such as Adobe Campaign with Adobe Analytics is the first step in the right direction to evolve your marketing practices and interact with your consumer in the medium in which they utilize most.
If you have Adobe Campaign and Adobe Analytics, please feel free to reach out and contact us. We have Subject Matter Experts that know both products extensively and can help support any business case you are looking to solve. We have also developed integrations between Analytics and Campaign that are out-of-the-box and light on implementation costs that could expedite any initiatives you might be looking to develop.