8 Ways Marketing Automation Can Increase Productivity
With the ever-evolving demands of customers, marketers too have to break free from the shackles of traditional marketing techniques. Marketing technology has developed too, by leaps and bounds. Platforms like marketing automation has evolved out of age-old CRM used by organizations. It is a gem of a tool that helps you propel your company forward by increasing efficiency and revenue at the same time.
But there are a lot of factors that govern productivity and you have to consider all of them while using a tool like marketing automation. Perhaps the most integral part of marketing automation is proper implementation. Apart from that you will have to constantly monitor and tweak your automation programs so that you can achieve maximum output.
Here are 8 ways marketing automation increase productivity of your department, as well as your organization:
#1. Lead Generation
Previously it was difficult to generate leads. It ate away a lot of marketers’ time. Even after that most leads would become useless after a point of time. This would just increase the pressure on the marketer. But now, marketing automation has revolutionized lead generation. You can track all the visitors on your website. With that you know exactly which leads are interested to know more about your brand. You can send them an email or ask them to provide their information in exchange for some offer or document. You gain a lead as a result!
#2: Lead Nurturing
Lead nurturing was a terribly difficult business back in pre-automation era. Even then each lead was unique. But marketers had no idea how much nurturing each lead would need. That resulted in cold leads, leads passed off to sales before qualifying and similar situations. This made the relationship between marketing and sales bitter at times. With marketing automation in the scene, you can nurture your leads and know where they are the sales funnel. You can produce content specifically for certain leads or for certain areas of the sales cycle. With this content you can nurture leads till they qualify.
#3: Lead Scoring
The last point on improving productivity does not make sense if we do not mention as to how you know whether your leads are being nurtured successfully. How do you know that they are qualified? How do you know that they need more nurturing? Well, with marketing automation comes this great feature called lead scoring. Essentially it assigns a score to every lead. So, how does the scoring work? Let’s say Mr. X is a visitor-turned-lead on your website. Mr. X decides to download a PDF. He is assigned 5 points. The next month, Mr. X decides to attend a webinar. He is assigned 15 points and so on and so forth. Lead scoring lets you identify leads based on numerical scores, which makes the nurturing work easier. That way you can launch re-engagement campaigns for leads that have gone cold, or have low scores in order to rekindle their interest in your brand once again.
#4. Email Marketing
The most primitive form of marketing technology known to marketers is email marketing. With marketing automation, you can increase the efficiency of your email marketing campaigns. You can create personalized messages for every lead to create a deeper connect. You can track every action that your lead takes. You will know which CTA they clicked on. You will also know how much time they spent on the landing page as a result and if they downloaded anything. Accordingly you will be able to assign them scores in order to decide if they need further nurturing.
#5. Lead Qualification
Back in the day, lead qualification was a tricky task. Marketers qualified leads arbitrarily. Their only hope was that their predictions were true. They had no clue whether the lead was actually qualified or not. Sales had to handle the situation if the lead was not qualified enough. Now, with marketing automation, qualifying has become an easier task. Sales too can rest easy. If you take a closer look, marketing automation is as much as a tool for the Sales department as it is for marketing. It helps sales to track leads and contact them when they are qualified for a buy. With effective CRM integration, lead qualification is not a difficult task anymore.
#6. Sales Pipeline Management
What if your sales department could see where a lead is in the sales pipeline? Now, with marketing automation, you can. It is an effective way to improve the productivity of sales as well. The amount of self-research that customers conduct online, reiterates the fact that they do not want a pesky sales representative to call them up. However, when the time is right, and the customer is ready to make the buy, he is also prepared to talk to someone from your organization, preferably someone from sales. When you know their position in the sales funnel, you know when to strike. Too soon, and your lead will get irritated, too late and your lead will be gone.
#7. CRM Integration
The Sales department uses customer relationship management software to manage their department’s activities. In order to improve productivity, marketing automation can be integrated with your CRM. If integrated successfully, it will result in a large-scale improvement of revenue. Not only that, it lets your sales team follow a lead from first contact to sales support. Everyone from marketing and sales can follow the journey of a lead, catering to its needs when required. However, you need the right marketing automation tool for best results.
#8. Dynamic Content
Last but not the least, this interesting feature has changed content marketing in recent times. Dynamic content is nothing but customized content, tailor-made to suit individual leads. Take for example the Amazon home page. When you log in, what do you see? You see the items that you browsed and items that are inspired from your browsing activities. You see suggested products that you might like or do like. This is unique for every Amazon customer. Dynamic content helps your organization to improve productivity when the bigger picture is concerned. It helps strengthen customer relationships, which in turn creates a faithful customer base who return time and again to your organization whenever required to make purchases.
Marketing automation is a wonderful tool, no doubt. But it is often misunderstood. You also have to choose a tool suitable to your organization, if you want to succeed. You just cannot select a random automation tool. Every automation platform is different and depending on your organization’s requirements, you should choose one. In any case, if you require assistance, schedule a FREE consultation and we will get back to you at the earliest!