“91% of users believe that marketing automation is ‘very important’ to the overall success of their marketing across channels.” – Marketo
Before we can begin to understand why marketing automation is so important, I’d like to ask a few questions:
How does your business speak to your customers and prospects?
Do you track all of your customers and prospects’ interactions with your business?
Are your customers and prospects receiving relevant information at the right time, which will ultimately help them in making a decision?
How do you know when they are ready to speak to you and when to pass these leads on to your sales team?
Do you know what channels are the most successful for your business and where to spend to gain a high ROI?
If your answer to any of those questions was ‘No’, ‘I don’t know’ or ‘I use a lot of different software to find this information out’; you may want to consider putting a marketing automation system in place.
4 Reasons Why You Should Implement Marketing Automation for Your Business:
- All marketing emails, communications and content can be sent and stored from one place. This can help to keep track of your customer and prospect interactions and will give you an awareness of the information that they have already received, ensuring that you do not send duplicate or conflicting messages. Tip: Use your marketing automation tool to create nurturing programs that will automatically send relevant information to your prospects when they are ready.
- It has the ability to integrate with your CRM system. It is important that the marketing automation software that you choose can integrate with your customer database. This is central to marketing automation, as it enables you to use your database to send tailored messages to your customers and prospects. However, this is dependent on the accuracy of your data. In this case, marketing automation software will help you populate your existing CRM data with the use of forms and landing pages. The integration also provides visibility on their activities, within your CRM system, for the rest of the business.
- You can manage all of your marketing channels from one place. If your business employs a range of marketing activities such as events, webinars and content; you can use your marketing automation software to measure the effectiveness of these channels, which in future, can determine what channels you choose to focus on, enabling you to spend your marketing budget wisely and gain the highest ROI.
- Let your sales team know when prospects from your lead generation efforts are ready to talk. Marketing automation provides scoring functionality that lets your sales team know when a prospect is ready to be contacted. This occurs when prospects reach a certain scoring threshold, initially decided by both your sales and marketing teams, based on the buying behaviour of your existing customers. This score is measured based on their online behaviours and their interactions with your marketing activities.
There are many different types of marketing automation software that can suit your business’s needs. Some are more suited for larger enterprises whilst others cater to SMEs and growing businesses. Having implemented a brand new marketing automation system a few months ago, I find it difficult to see how our marketing team and the business, as a whole, can function without it.
Next week, find out more about how we managed the implementation of our marketing automation software – the challenges that we faced, how we have used the software and our successes since its implementation.