You Can Grow Your Own Way: The Only Marketing Automation Tool You Need

May 09, 2024
5 min read
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It’s a classic chicken and egg scenario. In order to grow your business, you need to engage prospects and maximize wallet share on your regulars. That means executing a well-thought-out—often expensive and time-consuming—marketing strategy. That’s a tough investment to ask for—especially if you’re one of the many pest control and lawn professionals who already have their hands full. 

That’s where marketing automation comes in. 

The Benefits of Automation

Put simply, automation works hard so you don’t have to. It enables you to accomplish more with the time and energy you have and frees you up to focus on big-picture strategy rather than mundane to-dos. Those who use these tools wisely benefit from better results and less stress.

It’s no wonder it’s become a bit of a holy grail for field service professionals looking to make life a little easier. While there are numerous technology tools out there to help out, true marketing automation has continued to be elusive—until now. 

Say “Hello” to True Marketing Automation

Be honest. How much time do you spend exporting data, meticulously building segmented customer lists while hunched over a spreadsheet, importing those lists into another system, building emails, scheduling and sending them, and then checking out the results? 

Chances are it’s more than a few hours. All that time really adds up. Especially if you have multiple segments you want to single out—nurture campaigns for upsells, cross-sells, and renewals for example.

And what happens when you have tons of customers who need service, and you get bogged down with the day-to-day work that absolutely needs to be done? When something’s got to give, it’s usually “like-to-have” efforts, like marketing, that end up getting neglected.

Good news. Our recent integration with ServiceTitan Marketing Pro means you can now send highly targeted and professionally designed emails and direct mail postcards in a matter of minutes, not hours. 

But before we get into the nitty-gritty of what you can do with Marketing Pro, let’s cover a few email best practices. 

  • "We understand how important marketing is, especially in our field, so this just seemed like a leg up on the competition.” - Thomas Mokris, Business Development Manager, Friendly Pest Solutions

Email Marketing Best Practices

The first, and possibly most important, thing to keep in mind is that effective email marketing is all about engaging the right people at the right time with the right message. If you can do that, then you’re primed for maximum impact. 

Converting one-off customers into regulars, upselling exterior pest control services to folks who only have interior services, cross-selling mosquito services in the summer, and so on can dramatically increase revenue. 

The first step is to segment your customers into different, targeted groups. Once you’ve done this, you can send specific messages to those who will benefit most from your offer. 

One thing that typically trips up even the savviest marketers is assuming one email will do the trick. Sometimes it does. But often, it takes multiple messages to really move the needle. That’s why multi-email campaigns come in. 

Another critical but sometimes overlooked step is to measure the results, and adjust accordingly. Why maintain the same approach if a campaign isn’t hitting the mark? Data and analytics can help you make the right changes and craft campaigns that get the job done. 

As it happens, ServiceTitan Marketing Pro can help out with all of the above. 

Segmentation Made Easy

Identifying key customer attributes and grouping them into segments is time-consuming, even in the best-case scenarios. In the worst case, it’s a complete mess. And the more customers and segments you have, the more time and attention you need to invest. That fact alone may dissuade some from taking this crucial, and highly effective, step. 

That’s not the case with Marketing Pro. 

All relevant contact data is automatically pulled from FieldRoutes into Marketing Pro, so you never have to worry about managing multiple spreadsheets (yuk), keeping them updated, and importing them into another system. Marketing Pro does all that for you. And creating segments is as easy as pointing and clicking from simple drop-down menus. 

  • “The versatility of being able to target certain customers was awesome. You can be as specific or as broad as you want. We have customers that have this subscription and this subscription, but not this subscription, so then we can target them and send them emails regarding the subscription they don't have. It just gave us a lot of options." - Thomas Mokris, Business Development Manager, Friendly Pest Solutions

The best part? You can get as specific and granular or as high-level as you like. Want to target customers with specific services, households in a certain geographic area, or people who signed up within a defined date range? You got it. All the above? You got that too? And that’s just the beginning. With Marketing Pro, the options are endless. 

Re-engage with lost sales leads, tee up renewals, target customers for upsell and cross-sell opportunities, thank new customers for signing up, and more. You can use Marketing Pro to set up segments any way you see fit. And then you can utilize them to send hyper-targeted campaigns. 

  • “Being able to tie our customer and lead data directly to a communication platform will simplify and streamline our approach. As a marketing team, we’re already seeing time savings and efficiencies with our communications.” - Ben Craner, Chief Marketing Officer, Greenix

Crafting The Perfect Campaigns 

Creating good-looking, impactful emails and postcards can be intimidating. Especially if you’re not a graphics guru or html programmer. Marketing Pro flips the script by providing tons of pre-built, industry-specific templates. 

Even better, you can set up a goal for your campaign to see targeted options. All templates can be branded with your logo, contact information, and colors, so they always have a consistent look and feel. 

These templates provide a great starting point, but they don’t limit your creative options. The simple drag-and-drop editor makes it easy to customize the templates any way you see fit. Resize images, add your own graphics, change colors, utilize merged data for additional personalization, and more.

Plus, the built-in template builder provides everything you need to build your own customized templates with no programming or design experience needed. Marketing Pro makes it easy to run campaigns your way. 

  • “The templates that were already built were awesome. We didn't have to create anything; it was done for us. We could just edit it and manipulate it how we want it to be tailored.” - Thomas Mokris, Business Development Manager, Friendly Pest Solutions

Send one-off emails and postcard mailings, or full-blown multichannel campaigns. The choice is yours. Contacts who no longer fit the campaign criteria are automatically removed from future emails or postcards—the contact list evolves and your campaign runs. So, you never have to worry about updating multiple campaigns with fresh contact information—it’s all pulled directly from your segments, which are backed by your data in FieldRoutes. 

Eliminate unwanted surprises by previewing all emails and postcards in advance. You can even get a preview of how the email will look on desktop or mobile devices. 

Track Revenue Attribution & More

Want to know how your campaigns are performing? With ServiceTitan Marketing Pro, you never have to guess. You get unprecedented insight into which campaigns are paying off, and which ones need some fine-tuning. 

All relevant metrics, including email open rate, clicks, and more are at your fingertips. If you send postcards, you’ll see how many were ordered, placed, printed, and shipped. Most importantly, you’ll see how much revenue was generated from each of your campaigns. 

That’s right. Marketing Pro includes real-time revenue attribution, so you can quickly see which campaigns are hitting the jackpot. No confusing calculations—everything is presented in crystal clear dollars and cents. 

  • “Marketing Pro is going to be a game-changer at Greenix.” - Ben Craner, Chief Marketing Officer, Greenix

Color-coded charts and graphs provide a convenient at-a-glance look, so you never have to worry about unnecessary number crunching. View data by campaign or across multiple offices. Get as general or granular as you like.

Test campaigns, review the data, and then pivot accordingly to maximize revenue and effectiveness. 

Build, Send, and Track Like a Pro

ServiceTitan Marketing Pro provides nearly unlimited options and flexibility to target, build, and send marketing messages, then track the results in real time, so you can focus on the important stuff—your content and strategic approach. 

  • "So far we couldn’t be happier with the success we’ve had with Marketing Pro, especially in conjunction with other FieldRoutes e-commerce initiatives." - Ben Craner, Chief Marketing Officer, Greenix

Ready to learn more? Click here and schedule a demo now to learn how to run your marketing campaigns like a pro with ServiceTitan Marketing Pro for FieldRoutes. 

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