If we look at today’s buyer’s journey, it seems very different from years past. Today buyers are much in control, and they want to have all the information so that they can make an informed purchase before they sign on the dotted line.
The only difference is that now they don’t want all the information first from the sales representative.
Enter marketing automation. From lead capturing to helping your sales cycle, marketing automation makes your otherwise busy life easier and help you grow your business in the process. If done well, with an obsession on the customer journey, building better relationships with everyone in your contact base is more accessible and so is scaling the human touch.
1. Having different array of tools in one platform
When you have an array of marketing tools which is spread across different platforms, it not only wastes a significant amount of time but also prevents you from getting a complete view of your customer. This is where marketing automation helps you with all the disparate tools into one platform. The data collected helps build a whole picture of your customers’ interests and enables you to target your campaigns more efficiently. And also would mean that one can create, deploy, manage and measure all assets all in one place.
2. Supercharge your sales cycle
More than 50% of B2B Fortune 500 companies are now using marketing automation.
Marketing automation does not only benefit the marketing team but also helps the sales team. When you integrate your CRM system with marketing automation, it helps in giving sales insights into the prospects’ interactions with your marketing materials and also align your process for qualifying and distributing leads. This will further help the sales representatives identify the hottest leads with just a glance.
3. Lead nurturing simplifies sales team’s life
As per Forrester Research companies who excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Lead nurturing is the process that helps in building trust with your potential customers till they are ready to buy. But traditionally, lead nurturing is labour intensive and when it comes to the average buyer’s journey, it is complex. And during a long sales cycle, random emails to your databases won’t help you cut it in a competitive world.
On the other hand, if you look at automating lead nurturing, it allows for the systematic tracking of lead engagements with your content and your website, and also provides accurate pointing towards that lead’s stage in the sales cycle. This would mean you can drip appropriate feed content at the right time and your leads are never forgotten, and opportunities never missed.
Not only does nurtured leads make 47% larger purchases than non-nurtured leads, but it also saves a lot of time of your sales team as it saves them from calling leads who have hung up, are annoyed, have no idea who you are and are confused why you are calling them.
4. Increase the value of leads over and over again
Imagine if you have to contact a lead manually every five to ten days for two years. Do you think you can sustain that? This is where marketing automation comes in.
Marketing automation multiplies the value of leads as it helps in nurturing them and reactivates them over and over again, till they become customers or drop out. You can have a lead in your contact database for years, but they will be regularly sent email newsletters or the perfect lead nurture email before they finally make a decision.
By 2020, customers will manage 85% of their relationships without talking to a human. (Gartner Research)
When used efficiently marketing automation, no doubt has the power and impact to turn around businesses and grow them. But then it is not a silver bullet. The effectiveness of marketing automation software or for that matter any tool or tactic is largely dependent on your business and how efficiently one uses it.
The above 4 ways will help you explore marketing automation in depth and help you in different ways so that you may able to use to grow your business.