Twenty five percent of business-to-business Fortune 500 companies have adopted a marketing automation platform for their marketing efforts and seventy eight percent of high-performing marketers say that marketing automation software is responsible for improving revenue contribution (see more cool stats like these here).
In today’s marketing world, one of the hottest topics is marketing automation. If you are unfamiliar with marketing automation at a basic level, you’ve come to the right place. Read on to learn more…
What is marketing automation
Before I dive into how I helped the agency I work for select a marketing automation service, I thought I should define it. Marketing automation is a service that allows you to synchronize your online marketing efforts and develop prospects who visit your website into leads through the use of email marketing, lead generation forms and workflows that provide targeted and personalized information to your contacts when they are most likely to be receptive to it.
How could marketing automation benefit your business
Now that you have a basic understanding of what this is, you are likely wondering how it will benefit you.
- Gives you insight into your prospects allowing your sales team to be more focused with their sales calls. This means your pipeline will begin to shorten in length and you will be more responsive to customer needs and requests.
- Maximize efficiency in your process. With marketing automation you will be able to send out personalized communications on a large scale through the use of audience segmentation. Imagine the ability to send relevant emails to thousands of people all at once?
- Excellent reporting. You will get an understanding of what motivates your audience, what calls-to-action appeal to them and what offers are most successful with detailed information that helps you to build complete profiles of your target for email, your website, and social media.
Still not convinced? Check out these additional marketing automation benefits. Before adding marketing automation to your company’s marketing mix, it’s important that you have a strong understanding of your company’s buyer personas and your goals and objectives as they relate to both your marketing and sales goals.