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The Influence of Marketing Automation

Automation changes the entire business game – but what it does for marketing is on a whole other level. Marketing automation allows for personalized, targeted communication to ideal audiences all while increasing ROI and requiring minimal to no effort. These softwares and and technologies create opportunities for customer relationships to be not only be managed, but also organized, analyzed, and automated in an effort to maximize the collection of leads and deliver an ideal experience through communication and organization.

The systemized softwares allow for the buyer/seller relationship to be strengthened through consistent communication and personalized experiences. The data that can be tracked and analyzed automatically can be utilized in ways that were inconceivable 30 years ago. In 2018 – according to Salesforce, 67% of marketing leaders relied on marketing automation and 21% planned to implement a new marketing automation platform in 2019. But even better, 83% saw a positive ROI based on the strategies implemented.

People crave personalization and communication. They want to feel like their experience differs from others to best fit them and their needs. Through engagement tracking, personalized content, application integrations and retargeted audiences; businesses are able to provide these elements with little effort, and maximum return.

SaaS increases a business’ opportunity to intimately communicate with their customers, and keep the brand in the target audience’s mind throughout their entire journey. Whether it’s a quick promotional email or an expiring deal, mass communication is an essential aspect of marketing automation.

As a result of these quick, easy automations – marketing strategists are able to spend time focusing on other, more time-valuable projects such as high-impact content. Having the business name in front of the right people, at the right time, with the right message is extremely helpful in growing business and increasing awareness – so having the extra time to focus on this type of content can be highly beneficial. In many cases, the automation platform or marketing add-on can assist in the production and delivery of this content, which only furthers the influence of ROI.

Getting started with marketing automation seems overwhelming, and it may be without proper knowledge and implementation – but there are several sources for assistance and information to ensure that things work correctly and are being utilized to the best of their ability.

That’s where most marketers go wrong – thinking are using their automation platform at maximum because their methods are currently working – but there are a plethora of strategies, sequences, methods that can be achieved through marketing automation. You just have to know what SaaS is capable of, what is going to work best for your business and remember that there is always room to grow.

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How Personalized Client Journeys Increase ROI

Having a personalized client journey has become the new norm in the business world.

From the “Recommended For You” section on our favorite streaming services to the many companies that create customized products based on a couple personal quizzes – companies all over are realizing the effect that a personalized client journey can have on their business.

According to a research study conducted by Accenture, 56% of consumers are more likely to return to a service if they feel they received a personalized experience. That’s over half of target customers that are willing to return to a business based on not feeling like just another sale.

The possibilities to create a personalized experience can range from the obvious features all the way to personalization elements that client’s didn’t even know they were looking for. It can be more than just an email greeting with their name – like a specific reference to what they were looking at on the website and some recommendations to other related products. Maybe, it could be a specific follow-up response based on their engagement with the desired content and services. What about a text message with a thank you and their order number after they’ve completed their purchase with you? With automation, these personal details are achievable – and quite easily.

Automation has changed the game in many ways, but particularly in marketing. Now, it’s not only possible to create a personalized experience for clients – but it’s easier. But we do have to remember that automation isn’t the only key to personalization. There are several other factors to consider when it comes to designing a personalization strategy for marketing purposes.

Target Message

It’s important to pay attention to the basics first – namely the message that is being conveyed. Is it specific? Is it targeted? Is it applicable to the client base? Does it adhere to the overall goal of the business? All of these factors influence a business’ potential to create a personal experience for customers. When the message being conveyed is solidified, relevant and relatable; customers can feel confident that they have found what they are looking for.

While the overall message is crucial, what about the continual journey messages? Well, they are just as important – and this is where the real opportunities to personalize a customer’s experience are presented.

Framing these messages – emails, texts, calls, whatever used form of communication – should consider the solidified company message but also incorporate personal elements that are specific to the customer. These elements can be related to their position in the client journey, their level of engagement, or their individual wants/needs. By referring to these specific datums, consumers are more likely to feel that the business can properly meet their demands. When they receive continuous personal components related to their journey through all communication, there is a sense of relationship and trust that is built between the customer and business.

Use Resources

Like mentioned, personalization can be more than just referring to the customer by their name when they are communicating with you. There is value in thinking outside of the box when trying to make a more personal experience for each client/customer. Many customers come to a business to find a solution for their demands – but it’s the experience that bring them coming back for more. Considering uncommon strategies that include personality and referrable specific customer characteristics may just be the big idea that produces the ideal client journey.

In addition to thinking creatively, there is a plethora of data that is constantly being tracked and can be easily utilized to assist success. All this information may seem overwhelming – and it definitely is – but through analysis; the connection between the numbers and the opportunities for improvement are prevalent.

By looking into the data surrounding website activity, content and email engagement, frequently asked questions and concerns, specific keywords, deliverability and so much more – there is tangible documentation to see what is working and what is not. See what clients/customers are looking for, what’s catching their eye, and formulate ideas on how to provide these components.

Consistency

We know customers receive messages throughout their entire journey with a business. The messages should stay consistent with the overall company message, the personalization elements, and should only differ in what information is being relayed. Consistency further supports a businesses credibility, and improves interpersonal relationships between consumer and business.

Customer’s do not want to feel like they are not a priority, so don’t make them feel like that! Send emails, send texts, communicate with them throughout the entire process to ensure that they feel a sense of connection and support from the business – because that’s personalization, too. Having a consistent plan of communication for clients not only provides organization but can also lead to an increase in deliverability, engagement, and conversions.

Our friends, Adrian Savage and Evan Samurin, gave some great examples in Campaigns of The Titans of how consistent emails – that are personalized – can lead to favorable changes in your deliverability and engagement.

Adrian Savage’s email engagement example

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PlusThis Named In The LATKA Top 100 SaaS Companies

We did it!

PlusThis was listed in The Latka Top 100 Fastest Growing SaaS Companies in the United States for 2020!

We are pretty proud of this accomplishment and the esteem that comes from being analyzed alongside 10,000 other SaaS Companies all over the world, and being selected as one of the top 100 in our country.

LATKA gets their information straight from CEO’s, providing accurate depictions of a company’s stature, revenue and growth. They track everything from the size of the company, to customer acquisition costs.

How PlusThis Made The List

LATKA creates their rankings based on several factors. The first factor being how fast we’ve grown our revenue (ARR) and how frequently people are paying to use PlusThis.

The next factor is our low churn rate, which measures the continuation of payment from customers on a monthly basis. Luckily, we have some amazing PlusThis customers who like to stick around for a while.

Another major factor that has played into our success is our Average Revenue Per User (APRU). LATKA measures this through looking at how often a customer expands their account with PlusThis. Such as upgrading from a Lite to a Standard account. The more a few customers pay will increase our ARPU as a result.

Thankfully, PlusThis features only improve with each subscription level so while we are growing and improving our business, so are our users.

Thank You

Without you guys, our loyal PlusThis users, we would not be in the position we’re in now. We’ve got growth on our minds, and improvement in the works. Thank you, and we’re excited for the future!