Digital marketing is the sum total of some long and tedious processes – link building, article posting, sending emails, running social media campaigns et al. Haven’t you ever prayed for a magic tool that would do all the work for you as soon as you set it up? Well, thanks to the marketing automation software, you can do that without donning a magician’s hat. As its name suggests, this technology involves the use of an automated system that enables organizations to plan and manage their marketing tasks and analyze their marketing ROI. You can leverage these tools to manage all aspects of marketing starting from email campaigns to lead management.
According to EmailMonday, a specialist in email marketing, on an average, nearly 50 percent of all companies are currently using marketing automation, and more than half of B2B companies (55 percent) are on their way to embrace the technology.
Nucleus Research, an IT research firm specializing in ROI analysis of technologies, revealed that marketing automation can drive a 14.5 percent increase in sales productivity and can lower marketing overhead by almost 12 percent. No wonder, more than 90 percent firms believe that marketing automation can be the key to their multi-channel marketing success (Source: Marketo, a maker of marketing automation software).
Still not convinced? Here are five major takeaways of marketing automation that you can leverage for your company’s success:
Pile Up Quality Leads
Lead generation happens to be the most crucial part of any marketing effort. However, in the world of digital marketing, hoarding of customer data is a mere wastage of time. You must be able to tell the window shoppers from the real prospects. Automation software can empower you to decrypt prospect’s consumption patterns and their interests. This insight, in turn, enables them to figure out the possible path to conversion.
Carve out the Shortest Route to Sales
By amassing qualified leads, you have already completed half your job. Now, you have to nurture the leads.
Marketing automation allows you to do just that through various means. One of them involves sending the right campaigns to the right prospects based on the insights you have garnered from their response to your newsletters or website CTAs.
Enhance Coordination Between Sales and Marketing
Sales and marketing should not be perused in silos. It delays in closing deals. Various automation tools like lead scoring and website tracking help marketers collect relevant customer data. This information, in turn, helps sales team focus only on prospects that are likely to close. Automation software thus allow your sales and marketing teams to stay in sync.
Razor-Sharpen Your Target
Automation is all about cutting the long process short. For example, when it comes to e-mail marketing, automated tools enable you to identify the most promising leads and send relevant materials to them at the same time. This process does not only save you from sending emails manually to thousands of prospects but also helps you achieve worthwhile engagement for a large number of potential customers.
The American Marketing Association has defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” As we have said, it is a long and tedious process. Automated digital marketing tools have been designed to maximize speed and efficiency of the process. Based on your sales goals and the types of marketing channels you want to use to meet those goals, you have the options of selecting a variety of tools and workflows. You can even customize them to follow your specific instructions. The global marketing automation market has been predicted to reach a whopping $5.5 billion by 2019. If you want to be a part of this automation revolution, we are here to help. Get in touch with us for the blueprint of your automation journey.