Improved Generation, Increased Tracking and Reliable Distribution
You may have heard a lot about “marketing automation” lately. Marketing automation uses advanced technology to help streamline and measure marketing tactics. Through the use of specialized software, businesses can better process and evaluate leads by:
- determining where a lead has originated
- tracking a person’s interest by scoring their actions
- providing a customized experience based on a person’s interests
Windsor is excited to announce we will soon be implementing marketing automation to make our marketing efforts much more sophisticated and easier to measure.
How It Works
Tracking: Our national advertisements will direct readers to a specific URL. Tracking codes on these custom landing pages will allow us to test the effectiveness of a particular ad as well as the publication. Placements that generate the most leads will warrant future advertising investment.
Content Delivery: Each lead will be routed according to a person’s interest. For example, if they express an interest in wood clad windows, we will route them on a path of information about our Pinnacle products. Conversely, if they demonstrated an interest in window replacement, they will be sent Revive material. Each person will enjoy a more personalized experience, decreasing the chance they will opt-out due to disinterest.
Lead Scoring: The activity of each lead will also be scored based on their activities. Scores may be determined by the number of visits to the website, the amount of time spent on the website, or clicking a link in an email. The higher the score, the “warmer” — or more engaged — the lead. People with high scores will be passed along to the appropriate Regional Sales Manager, who will then send the lead to the nearest distributor. When a distributor receives these highly qualified leads, they can be assured it is worth pursuing.
In addition, we will be using marketing automation to distribute bulletins, announcements and even the WindsorWorld newsletter. We are eager to begin implementing these new capabilities and the advancements it will bring to Windsor’s marketing program.
