Importance of Marketing Automation Strategy

The importance of marketing automation strategy cannot be denied in this day and age. The personalization of the user experience is absolutely essential for businesses to get ahead of their competition. With this information, you will get important insights about marketing automation, so read on!

Marketing automation has become a hot topic in marketing it. The importance of marketing automation strategy can’t be stressed enough, so here’s a blog post to give you a few tips on how to create a marketing automation plan.

Generate better leads

Lead generation is an extremely important step in any business’ growth. Automating the many steps between marketing and sales gives your team more time to focus on overall strategy and nurturing the leads that show real promise. That means more prospects, and more customers.

Marketing automation can also give you a richer, more detailed picture of potential customer behavior.

Using behavioral tracking methods such as following a user’s path through your website, marketing automation software can help your marketing team understand prospects’ interests and where they are in the purchasing lifecycle. Follow-ups can then be customized around those insights.

For instance, say a particular customer is reading about a broad category of products. This might indicate that they are at the beginning of the purchasing process, researching and comparing while preparing a short list. If they later download white papers on a specific product, that could indicate a narrowed focus, and a readiness to talk with a salesperson.

Bringing together information from touchpoints — including website visits and downloads, social media activity, and direct marketing — enables automatic scoring, qualifying, and prioritizing of leads. This, in turn, can drive wider marketing campaigns, including:

  • Trigger-based marketing messages
  • Infrequent “drip-feed” emails to maintain interest
  • Personalized emails
  • Facebook or Twitter messages

Nurturing leads

Nurturing leads can be tricky and time-consuming. Guiding a lead through the journey is absolutely worth it when it ends in a sale, but not all of your leads are going to convert to sales. In fact, according to Gleanster Research, 50% of the leads businesses generate are qualified, but not ready to buy right now.

For a small business, that can create a dilemma: You know roughly half of your leads are qualified, but still need nurturing. But with a small team handling both sales and marketing, you can’t exactly afford to keep constant tabs on half of your leads. Don’t stress! Computers were invented for precisely this reason: To do the work humans just don’t have the time for. Marketing automation can help.

Personalizing the customer journey

Personalized content is key to nurturing leads. According to Pardot, 77% of buyers want unique, targeted content at each stage of their research. Marketing automation tools simplify the process of getting the right content to the right buyer at the right time. They also capture data from all of that content: Which emails are customers opening and clicking on? What posts are performing well on your social media channels, and how is that converting to website visits and other user actions? Are mobile messages driving engagement? Automated data capture can answer these and many other questions relevant to your content marketing strategies.

Take the example of Dell, the well-known computer maker. After noticing heavy volumes of traffic to their online store without many sales to show for it, Dell leveraged behavior analysis. Creating new ads based on customers’ web histories, products viewed, and products left in web shopping carts resulted in a 70% increase in click-through rates and 300% higher conversion rates.

Data gathered by a marketing automation system is also super effective for qualifying leads on the marketing side before passing them on to sales. Lead scoring and lead grading are two ways a good automation system captures and processes visitor data to trigger automatic routing of qualified leads to the right sales reps.

Better data for smarter decisions

It seems like everyone is talking about “big data” these days, but few businesses have a grasp on how to collect and utilize it. Marketing automation allows you to effortlessly embrace big data, collecting valuable intelligence at scale and putting it immediately to work.

By providing a single platform for dashboarding and analytics, closed-loop reporting, and collecting and storing data, marketing automation platforms are the most comprehensive solution for measuring campaigns and predicting consumer behavior on a small business budget. One of the many benefits of a marketing automation platform is the ability to assemble a more complete profile of your prospects than ever before. A/B test marketing assets to find the techniques that work best, and truly understand how sales and marketing are impacting the bottom line.

Get sales and marketing on the same page

It’s no secret that in many organizations, integration between sales and marketing can get a little rocky. But why? As technology continues to evolve and shape the buying cycle, the work of marketing and sales only grows closer together, making efficient collaboration more important than ever.

Misalignment between the two departments isn’t necessarily the fault of one or the other. The fault lies with outdated processes and structures. When marketing and sales work with different tools toward separate goals, it’s only natural for tensions to build. Fortunately, marketing automation can help by improving lead quality, increasing revenue, and automating traditionally manual processes like lead assignment and follow-up.

 Efficiency.

First and foremost, marketing automation makes your entire department more efficient. You can potentially reduce staffing costs while freeing up your team’s time to work on more important, strategic projects.

Instead of manually posting on social media every day, marketing automation software can automate that process.

This means that your team can do more creative work, like planning and brainstorming for upcoming campaigns and projects.

Additionally, working in an automation platform will make your team’s tasks easier. Your staff can post on social media, create an email nurturing campaign, post a blog, or create a landing page all in the same software. Ultimately, this saves your team time when you’re creating campaigns.

 Marketing and sales alignment.

If you combine your sales and marketing automation efforts by using the same software, you’ll be able to align company goals and efforts.

Essentially, it’ll make the process of going from marketing qualified lead to sales qualified lead that much easier.

In fact, marketing automation can lead to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.

Plus, it can also help you generate more leads and increase sales. Your marketing team will spend more time strategizing ways to increase conversion rate, while your sales team increases productivity. It’s a win-win.

Accurate reporting.

Reporting your analytics can seem like a daunting process, but with marketing automation platforms, it doesn’t have to be.

You should be able to use your software to generate automated reports. All of a sudden, a cumbersome task is simplified.

Additionally, marketing automation platforms can give you a high-level overview of your overall process. This will help you see complications and friction points. With accurate, streamlined reporting you can see where things are going wrong.

Do leads drop off during your lead nurturing email campaigns? Or is it during your sales process? Either way, accurate analytics will help you spot those points and fix them in a timely manner.

Conclusion

Many firms have seen a corresponding growth of their income and even more have generated a good sustainability in the marketplace just by applying a proper marketing automation strategy that is well-coordinated amongst their team. All of these can be attained by simply fabricating an effective plan to get the clever utilization of all instruments at hand & not being stingy with advertising costs.

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