One of our ongoing roles has been to support clients by getting great looking season tickets and season ticket packages to their STH accounts. But more recently I’ve been asked how we might be able to support our clients’ efforts in helping to sell more season tickets to create those accounts. Answer: Marketing Automation.

As a follow-up to a briefing I posted several weeks ago, it all comes down to your data and how you are using it. I’m not speaking about data you have on STH accounts and how to market to them, but ancillary data that can actually be as valuable, if not more so, to your team.

The best use of that data (single game purchasers, online purchases from your team pro shop, fans who download your team mobile app) is to help the season ticket sales team by supplying sales-ready leads. Since leads have varying degrees of value, there is a need to develop a program that allows for each marketing touch to be optimized for transition of those leads to the sales team.

A lead generation process is best accomplished by your marketing message being delivered to the intended target audience, coordinating communication between the respondent and the ticket office, then determining how each respondent wants to be marketed to – message content, relevance, method. These processes, implemented correctly, will bring about measurable results.