Hi, SaaS | Automate startup marketing?

What to do in the cold spring? That is - to test cloud products and write about it. This is the third post of the “Hi, SaaS” series in which we test products that help us with the work of DentalTap . Today’s post is a series on why a startup should automate marketing, and what it does at the end of the application of such tools. I emphasize that we only look at the services “newcomers” of the SaaS segment, which we love very much and will continue to do so.

What for?

Again, as in the case of amoCRM, we went from tasks. Our first "pain" was to automate the newsletter after registering with DentalTap. We did not look at the sea of ​​services of e-mail newsletters, but wanted something trendy, positioning ourselves as “about marketing automation” and stopped at Nicgrade .

What is it?

Nicgrade is a marketing automation platform that helps potential customers make decisions for your product. The platform automates campaigns to grow customers using multi-channel communications and collected data throughout the customer's life cycle and working with it.

An important part of the platform is smart launch campaigns based on
Triggers / Segments and Actions. Any committed action on your site or interaction with a communication channel can serve as a trigger, a segment, and an action, which will be discussed further.
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Handmade

Test drive itself -

Fast start

After successful registration in the platform it is proposed to take a small training course of 10 lessons, which subsequently simplified our work inside the platform.



Interfaces

In Nicgrade, a simple, intuitive and intuitive interface (everything we love), all the functionality is divided into categories, and most of the actions in the platform are performed using the Drag-and-drop method.



Designer email templates

An adaptive email designer allowed us to create high-quality, responsive and personalized letters for our clients. To personalize the letters, special dynamic values ​​are used.



Form Designer

You can create a form of any complexity in minutes using a simple and convenient form designer. The platform allows you to place a form on your website, blog or landing page without much effort.



Landing Designer

Landing Designer is equipped with thematic templates that can be edited, which we did. It is worth noting that the templates have an adaptive design, and look equally good on a computer and on mobile devices.



Data import

Nicgrade allows you to create different types of campaigns - from bulk email newsletters to comprehensive nesting and scoring lead programs. To create an automated marketing campaign, simply select the desired trigger — condition and action — various operations on the lead.



Experience

Of all the functionality, we started with the use of - segmented email programs. In parallel, we reviewed the client's life cycle and realized that the platform can be used more efficiently in the same mailings.

We have created a four-letter email campaign for growing leads.

1. Greeting
2. Video presentation
3. Ebook
4. Invitation to demo

Assigned to each of the types of interaction a certain number of points.
(lead scoring).

1. Opened the letter - 2 points
2. Clicked the link - 3 points
3. Visited page - 5 points
4. Clicked item on the page - 10 points
5. Filled out the form - 20 points

After the lead has become “hot,” an alert is sent to the person responsible to contact the lead. We also used the platform after the transaction, sending newsletters and payment reminders to our customer base.

Analytics

What is the sales funnel conversion rate? Which automated campaigns worked for leads the best? How effective are email campaigns? Which landing page has attracted more quality leads? What is the current activity of a specific lead? These and many other questions helped us to answer analyst Nicgrade.

The finish

The introduction of marketing automation platform makes sense to start only if: there is an understandable process with the stages of the sales cycle, a strategy to attract customers, content for use in various channels and a budget. The customer base is not required, with the help of marketing automation, platform users themselves will be able to generate leads, which will then become customers (some of them).

What we got as a result of introducing Nicgrade -

• The conversion rate of visitors to leads + 25%
• The conversion rate of leads in the first sales + 12%
• To current revenue + 7%
• Open email rate + 42%
• Cost of customer acquisition (CAC) - 15%

Overall very good!

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