So you have got a strong marketing strategy in place. The desire is simple: to achieve higher revenue and faster growth. However, in spite of all the hard work you are putting in, – your team is struggling to perform well?
If yes, we’ve got the answer for you… MARKETING AUTOMATION
Wondering why marketing automation is important? Here’s an interview:
We have taken a business owner like you who too wants to expand his marketing ROI but hesitates to invest in a marketing automation solution.
We asked him a couple of questions and here’s what he replied:
Question: Does your team forms lists of prospects to be targeted for each campaign?
Answer: No they simple blast the campaign to all the prospects
Question: What if you ask your team to categorize the prospects based on their level of engagement and interest in your brand?
Answer: They’ll have to search through different records to form the categories in a new spreadsheet again.
Question: Does your team calculate the exact results of each marketing campaign?
Answer:s No, they just provide an estimate.
These are exactly the answers you would give if you’d been asked these same set of questions.
And this is exactly what defines why you need .
To give you a detailed insight, here are the four compelling advantages of marketing automation:
1. Lead nurturing
Not many of us know that only 20% prospects are ready to be converted into sales-ready leads. To convert the others, you need an organized approach to handle all the prospects together in a uniform manner. Having marketing automation solution by your side, lead nurturing becomes much easy. Using it, not only do you generate more sales-ready leads for your organization, but the cost per lead gets reduced by 25%.
2. Improved marketing ROI
Without the right metrics, carrying out multi-channel marketing is like firing a bullet in the dark. You really do not know where your multi-channel marketing strategy is going. Just like when you are dieting, you measure: how much weight you have lost or how much calories you have taken – marketing strategy is no different.
Frequently, you need to measure – The impact of your multi-channel marketing campaigns
And this can only be possible with marketing automation software. It gives you the much-needed insight into which marketing campaigns are working and which aren’t. With all these insights, you adjust and improve your marketing strategy further.
3. Better alignment with sales
You already know that only 20% of the prospects generated are sales ready leads. But which 20% how do you find that out? You cannot afford to send the whole bunch of prospects to the sales team. Right?
To tackle this problem what you need is called Lead Scoring. It gives 28% better sales productivity and 33% higher sales revenue growth. (Marketo Report)
Let’s say your marketing agents interact daily with multiple prospects. They can use “lead scoring” to find the prospects that fit your target profile and score them high accordingly.
High scoring prospects (that are ready to engage with you and make a purchase) can be transferred to the sales pipeline. Sales team agents can act upon these leads quickly.
Tip: Do not opt for separate standalone sales and marketing applications. Instead choose cloud software that provides marketing automation as one of its core features. Let your sales and marketing team have one unified platform (cloud CRM) to carry out their activities.
Benefit: Smooth journey of leads from initial marketing campaigns to the sales pipeline. No Data Discrepancy. No juggle between two discreet applications.
4. Better Customer Engagement
Marketing to existing customers is much more than sending monthly newsletters. Your marketing team simply cannot send newsletters hoping that the customers will read the newsletter, like the products and buy it one day.
Statistics say that customers need to be given their own space and reached to only when they want to. And this can only happen with marketing automation module – where you can track the buyer persona and understand how the customer behaves to adjust your approach accordingly.
Benefit: Deepening of customer relationships over time for better up-sell and cross-sell.
FINAL THOUGHTS
Marketing Automation is an essential tool for successful business marketing strategy. It enables marketers to adopt an integrated approach in lead generation, lead nurturing, lead scoring and lead lifecycle management. With additional benefits like time saving and marketing ROI analytics, it functions as a complete one and all solution for marketing teams across small and big organizations.
Do not believe: Read this;
Small and Medium-sized businesses constitute the largest section of buyers and users of Marketing Automation Feature.
– Marketo Report
