Marketing automation allows brands to orchestrate their interactions with leads and customers centrally across multiple platforms. It automates routine tasks and saves time for teams so they can focus on more creative projects that increase conversions.
Lead Nurturing
Creating and executing a lead nurturing strategy is crucial to turning leads into sales-qualified prospects. This process helps reduce the time it takes for a lead to become a customer by ensuring that marketing and sales work together with accurate, real-time information.
Marketing automation software to automate your follow-ups and nurture your leads can help you achieve more conversions and faster sales growth. You can identify which customers are most likely to convert and set up a sequence of follow-ups triggered when they reach specific stages in the buyer journey.
For example, you can create a series of emails starting with high-level thought leadership content and progressing to more detailed case studies relevant to the prospect’s industry and purchasing needs. This type of progressive profiling, where each piece requires additional information in exchange for access, is a practical approach to converting leads into customers and increasing the effectiveness of your lead-nurturing campaigns. You can also use marketing automation to re-engage a lead who hasn’t responded to an email or has been inactive on your website by sending them a reminder and providing additional educational content.
Increased Conversions
Automated marketing tools can help you create workflows that nurture leads along the sales funnel and convert them to customers. This includes personalized email and SMS messages based on your prospects’ actions, such as when they open emails or visit certain pages on your website.
Marketing automation software will help you be more efficient and provide better customer service by eliminating manual work and streamlining processes. This will give you and your team more time to dedicate to strategy, creative problem-solving, and developing campaigns to reach your goals.
If you didn’t have marketing automation in place, your team would be sucked up by mundane, repetitive tasks. It wouldn’t have the energy to focus on new content initiatives or creative marketing experiments. Having automation tools in place reduces team workload, improves morale, and helps your company achieve higher marketing ROI. It can also save you money in the long run as you spend less on labor costs. This translates into more revenue for your business, so you should consider investing in marketing automation.
Automated Follow-Ups
You leave money on the table if you’re not following up with hot leads. A Harvard Business Review study showed that companies were 60 more likely to qualify a lead if they followed up within an hour of receiving a query than waiting 24 hours or more. Marketing automation software enables brands to send follow-ups at the right time and in the right way.
For example, when a new customer fills out a contact form on your website to request a quote, the marketing automation platform can automatically welcome them and notify the relevant teammate. Alternatively, the system can email if they haven’t responded after a specific period.
In addition, the system can also track every interaction, allowing teams to understand a lead’s needs and journey better. This allows marketers to create impactful follow-up sequences that include content such as targeted resources, tailored offers, and case studies that showcase the company’s expertise.
Real-Time Analytics
Marketers can immediately adjust their strategies with real-time analytics based on constantly updated data. This eliminates inefficiencies at the data ingestion and processing level that can cause delays in results and ultimately cost organizations time and money. Marketing automation software can create and automate drip campaigns that nurture leads with informative content and promote brand awareness. For example, if someone leaves items in their cart, the software can email them to remind them about the product and offer a discount code to entice them to complete their purchase.
Marketing automation also helps businesses track their leads and customers. For instance, a lead’s activity can be monitored across channels to see which channel is performing well and where improvements are needed. This information can improve lead generation, nurturing, and scoring, strengthen marketing and sales relationships, and better personalize the customer experience. As a result, more conversions and sales can be generated when a marketing automation strategy is implemented.
Scalability
Scalability is the ability to grow and generate more revenue without being hindered by a company’s structure or lack of resources. This concept can be applied to both financial and business strategy contexts.
A marketing automation platform can help you bolster your scalability efforts by providing real-time data analytics and unifying your sales and marketing teams on one platform. This helps your team align their goals and focus on the most important leads, which increases ROI rates and conversions. The system also allows for a more flexible workflow by quickly provisioning additional resources during peak times. This helps businesses handle fluctuations in workloads to provide uninterrupted customer service.
