What needs and processes can marketing automation solve?
When you’re already realising success with email marketing, it can be difficult to embrace the idea of investing in marketing automation software. It can seem like the two are interchangeable or like you don’t need the extra features of a marketing automation platform. Look below the surface though and you’ll quickly realise the value lies not only in the advanced capabilities and highly specialised tools available, but also in the needs and processes this innovative technology can help solve.
Marketing Automation enables:
- Higher quality lead management
- Workflow efficiencies (internal and external)
- Sales and marketing alignment
- Analytical support and predictions
- Increased relevance
- Proactive marketing instead of reactive marketing
1. Higher quality lead management
Key Features: lead scoring, CRM integration, behaviour tracking, behaviour-triggered campaigns
Lead management is something every organisation could do better. Whether it’s focusing on quality over quantity, determining where each lead is in the buying cycle or figuring out which campaign to send to which leads, this is an area where marketing automation becomes a lifesaver.
By tracking visitor behaviour and monitoring it across all methods of engagement, you can set up scoring criteria that automatically determines where a lead is in the buying cycle. When a lead reaches a certain score, they can be offered content tailored to their profile- ensuring the content is relevant and timely.
2. Workflow effiencies
Key Features: automated campaigns, social media integration, CRM integration, lead scoring. When campaigns are triggered automatically, they can be set up in advance so marketers can spend more time focusing on strategic ideas and content production and less time on repetitive tasks.
Existing content can be programmed to post on social media at scheduled times, increasing its lifetime value while freeing up time for live engagement. Sales alerts can be triggered by specific actions on the part of a prospect so a salesperson can drop everything to spend their time with the lead most likely to close in the moment they’re considering their purchase.
Did you know automated campaigns aren’t just for marketing to customers and prospects? They can also be used to improve internal process efficiency. Campaigns are just automated processes. They’re typically thought of as a way to automate marketing but their uses aren’t limited to that- they can also be used to automate organisational workflows.
3. Sales and marketing alignment
Key Features: CRM integration, lead scoring, sales alerts, nurture campaigns.
Traditionally sales blames marketing for bad leads and marketing blames sales for losing the customer at the very end. This type of finger pointing distracts from the real problem because without marketing automation software there is no way to accurately determine what went wrong.
With lead scoring to ensure quality, nurture campaigns to lead prospects through the buying cycle, CRM integration for a comprehensive view of every interaction and sales alerts to convey a sense of urgency when it matters most, marketing automation provides visibility to both teams throughout the entire process. This aligns both teams and stops the blame game.
4. Analytical support and predictions
Key Features: analytics, reporting.
Decisions shouldn’t be made by gut instinct alone, this isn’t Mad Men- it’s real life. Analytics provide statistical support for areas of need so efforts can be aimed where they’re most needed. Constant behavioural tracking offers a long-term view of the buying cycle and lends accuracy to forecasting. It becomes possible to predict revenue, lead flow and ROI so your decisions are based on real data.
5. Increased relevance
Key Features: behaviour-based campaigns, nurture emails, dynamic content.
When marketing is driven by prospect, it looks very different. Instead of broadcast-style messaging with broad applications, you see inbound marketing and personalised messaging with a one-to-one focus. When a lead behaves a certain way, you respond in the right way at the right time. This is the power of behaviour-based marketing.
With nurture emails, marketers can actively communicate with leads and provide the type of content that they are most interested in. Through a steady progression, this content can nurture a lead through the buying process to a point where they are ready to make their purchase decision. With dynamic content, prospects see the content that is tailored for their stage in the buying process, their buyer persona, and their activity. This level of personalisation is something only marketing automation can provide.
6. Proactive marketing – a paradigm shift
When your marketing team builds campaigns based on need, that is reactionary marketing. The unique features within marketing automation are designed to shift marketers from a reactive mode to a proactive one. Every feature of this technology was developed to address a modern marketing need: integrations to connect complimentary software, lead scoring to filter leads, nurture emails to take email marketing to the next level, etc.
The ability to track behaviour is transformational because it gives a whole new level of insight into leads, enabling scalable but personalised marketing. Ultimately, investing in marketing automation is a need-based decision. Do you need help with lead management? Do you struggle to get good quality leads? Is it difficult to track campaign success? Marketing automation technology can help. Contact us to discuss how we can help.