The marketing automation trend is growing fast, but many businesses have yet to jump on board. Start-ups and even many marketers are still unsure about how to use it, and many of them haven’t received a solid explanation about how it works (or its importance) yet. If you happen to fall into one of those categories, keep reading!
When utilized correctly, marketing automation can reward your business with extremely positive results. According to EmailMonday, 79% of best-of-class companies have been utilizing marketing automation for the past two years, which in itself proves its effectiveness.
How Can It Help My Business?
For any business owner still not convinced of its effectiveness, or value to their company, just take a quick look at these four key benefits:
#1 Marketing automation will improve your lead nurturing. With marketing automation, your business will be able to manage and nurture leads better. Every business gets a steady stream of hot and cold leads in. Most sales teams focus on the hottest leads, leaving the cold (not ready to convert) leads in the dark. This tactic can funnel your cold leads into a specific pipeline that will nurture them for you.
By having multiple pipelines setup, you’ll be able to filter your leads into different categories so they are sent down the correct pipeline based on a few different data points, like where they came from and what they need. This may sound complex, but it really isn’t. All it takes is a webform on your website or a similar online (or even offline) method to capture leads. These leads are then fed down a pathway based on set criteria, and the automated process will nurture them for you.
#2 Marketing automation will increase your sales productivity. The efficiency of your sales method will improve automatically as a result of improving your nurturing process. The reason why is simple to understand. By nurturing your cold leads, your sales team has more hot leads to reach out to, and more candidates always means more selling potential. Putting your leads through a nurturing process will also increase your sales rates.
#3 Marketing automation can even help you win-back past customers by using re-targeting. After all, your business needs to be focusing on a sustainable strategy, and you need more than one-time customers--you need repeat customers. Marketing automation can help you build up that repeat customer base by automating an email series based on what they buy or what service they were looking for.
#4 Marketing automation will also help your business by improving your targeting. With the software, you’ll be able to target messages sent to customers and leads based on every data point you collect from them, along with their activity and interaction with your brand. This makes for an unprecedented level of targeting and personalization that will ultimately sell more.
No matter what type of business you are in, marketing automation has proven beneficial to those companies who have used it. Don’t get left behind! The sooner you start, the sooner you’ll start seeing results.
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