Are You Making The Right Use Of Marketing Automation Solution?

Marketing automation solution is often looked upon as the panacea to all the sales and marketing woes. To most of the marketers it is like a ‘set it and forget it’ kind of solution that can move the leads swiftly through the sales cycle with no extra effort required. But unfortunately what they don’t realize is that using the solution alone will not suffice. In fact most of the organizations fail to realize the full value of the investment made in marketing technology. The truth is that if you are going to depend solely on an automated tool to nurture your contacts and leads, you are in for some big trouble.

Using barely marketing automation solution to grow contacts list

One major disadvantage of using only an automated solution for the purpose of adding new contacts to your database is that you will run out of people you can direct your marketing efforts to in a while. Generally, email marketing lists keep losing its relevance to some degree with every passing year, retaining on average 75% of the members after each year due to overturn at companies. With people swapping jobs and companies undergoing management changes, the current email addresses no longer remain valid after sometime. As a result you end up having a pretty deflated email marketing list that you cannot rely on to generate leads.

Merging marketing automation solution usage with sales efforts

Marketing automation in itself is not bad. But you need to concentrate on filling the top of your sales funnel by luring and adding net new contacts to your database while optimizing marketing automation efforts simultaneously. Practicing inbound marketing is the best way to achieve your target. You can create interesting and search engine friendly content that addresses your prospects’ needs and queries and use social media to promote that content and extend your reach. Convert the visitors into prospects or leads using proper call-to-action and land pages. They will make up for the 25% of members that you lose to list expiration each year.

Using marketing automation solution in all its complexity

Even if you are focused on growing your email marketing list alongside the automated solution usage, unfortunately, most organization fail to make optimum use of marketing automation solution; barely leveraging the complex features like lead intelligence, contacts’ behavioral traits, etc that can be utilized to plan and craft segmented and personalized marketing campaigns. Rather, they go with a one-size-fits-all approach that results in a series of spam mails that lack targeting. And this is mainly due to dearth of integration between their marketing channels.

Conclusion

Marketing automation solution is a crucial element for every organization to grow market share. If the marketing automation solution, marketing database and marketing analytics tools are properly integrated you can easily segment your communication in the best possible way to address your contacts’ needs and interests. So what you need to do is include technology marketing into your inbound marketing plan in order to be successful. Leveraging marketing automation solution in a comprehensive way is what is required to be precise.

Marketing Automation Solutions For Business Needs And Revenue Generation

Marketing automation solutions improve influence and engagement with customers and prospects. It reduces mundane and repetitive tasks enabling the marketing department to focus on marketing strategy. Automation directly impacts the quality of sales by delivery attractive messages consists of offers. The data that is fed needs to be cleansed and standardized continually. Today’s marketing automation solutions provide data management as part of the service.

Benefits associated with Marketing Automation Solutions:

More and better qualified leads – Using technology marketing solutions will lead to more and better qualified leads. Qualified leads are the customers who show interest in your product and show willingness to buy that product in a specified period of time. Automation helps track such qualified leads

Increased efficiency of Sales representatives – Working smarter rather than harder is the key in today’s fast paced business world. In order to remain competitive the sales representatives have to be trained on the latest tools. That’s where marketing automation solutions step in. Automation helps increased efficiency and productivity amongst sales

Better coordination between Sales and Marketing – Marketing automation solutions help align Sales and Marketing processes. Communication between Sales and Marketing is very important and automation tools help to smooth this process. Lead nurturing and qualifying is made easy for the Sales through automation

Content Delivery Automation – Marketing automation makes it easy to send instant and well drafted messages. These delivery messages can include links to whitepaper or eBooks which encourages the customer to download them and read the content. Automation can also help to track website visits and visitor reviews. These can be further used to canvass your product

Better ROI– Marketing automation assists organizations to nurture leads that create more opportunities and provide valuable insight into marketing campaigns. The automation process narrows down better marketing campaigns thus producing a better return on marketing programs investments.

Lead Scoring– based on customer behavior, lead-scoring helps marketing personnel to assign a value to leads. Based on geographical location and digital behavior, marketing automation solutions design a lead scoring model which gives information on leads and their activities

Web analytics– Web analytics allows you to view pages your prospect has visited, email communication and the files downloaded. With the help of this information leads can be nurtured and the ones that get qualified can be further worked on to create customers

In short to recap the above, Marketing automation synchronizes leads and performs automation tasks like sending emails, formulating campaigns based on customer behavior, scores and nurtures leads and provides correct metric information by generating reports based on updated data. Marketing Automation is the process of automatically managing the targeting, timing, and content of your outbound marketing content in response to customer’s actions and online behaviors.

Conclusion

By automating your marketing processes you achieve greater customer satisfaction and retention, better accountability in your organization and reduced costs. It enables the clients to leverage the benefits of the internet and social media for generating demand leading to profits. In addition, automating the marketing process increases cross-channel communication and lead generation, decreases organizational costs and increases the effectiveness and productivity of marketing campaigns.

Step Up Your Emails by Using Marketing Automation

Introduction

It’s a fact-almost all companies are using email to communicate with leads, clients and partners as part of their overall marketing strategy. But it seems as though some companies are doing it better than others by sending more than one-off, batch-n-blast emails. Those companies are using marketing automation to send multi-touch, branched email campaigns that respond and react to each recipient’s interaction.

Studies show these “smarter” email campaigns provide open and click-through rates that dwarf the traditional mass-send methods, yet the cost of many marketing automation solutions make them too pricey for many marketing budgets. The good news is there are full-featured marketing automation solutions available-and they are providing great results without breaking the bank.

Features that Streamline, Score and Alert

Every marketing automation platform will differ in its feature set and end-user experience and methodology. By virtue of the space, however, all solutions should be able to automate multi-step email campaigns based on triggers and interactions. Rather than send follow up emails or sort lists manually, the technology completes these processes for you. While some solutions use decision trees, others may help you configure Visio-type diagrams to map out the automation campaign. As an end-user evaluating multiple solutions, it is a good idea to draw the proposed actions of a sample lead nurture campaign so you can see the necessary steps and build-out required within each platform.

Another important feature of marketing automation solutions is the ability to automatically score leads based on recipients’ unique interactions. As you develop lead nurturing campaigns, you can assign values for each interaction a recipient has with an email, landing page, completed form, etc. Once the lead has completed enough activities to reach a certain score, the lead is deemed qualified and ready to be transitioned to the sales team.

The ability to configure customizable, real-time alerts is a useful feature, too. Many marketing automation platforms allow you to set an internal notification email when leads are completing highly desirable actions. Alerts can be configured and triggered when specific pages are viewed, forms are completed or a lead’s aggregate score rises to a certain threshold. Just as important as automating emails and scoring leads, this alert feature is immensely valuable because knowing the moment that a lead reaches “sales-readiness” enables sales to follow up quickly, and at the height of engagement.

Other features included with many MA platforms include lead database management, CRM integration, landing page development tools, form mapping, etc. With all of these bells and whistles, it really makes sense to pick and choose the ones that are most important to you in order to keep the price point more reasonable. For example, if you already have a CRM tool that you like, it may make sense to consider a MA provider that has integration capabilities as opposed to functioning as a standalone MA/CRM combined tool. Additionally, if you maintain your website via CMS or a developer, selecting a MA platform that builds landing pages might not be necessary because you can build/maintain forms yourself.

Evaluating Marketing Automation Platform Providers

Now that you’ve established a baseline of features and tools that are most important to you, the next logical phase is the vendor selection process. If you are like most companies today, price is likely a primary consideration. Prices can vary from greatly depending on the provider, set-up fees, contracts, etc. It makes good financial sense to select a provider who offers customized pricing plan to suit your company size, volume of emails and level of account management.

While price is a major consideration, the importance of a potential provider’s longevity and stability cannot be overlooked. Even though a pure start-up might offer amazing prices, you also need the trust and confidence of working with a company who has been successful within the industry. As your company’s marketing automation needs change and evolve, it follows to ask questions about planned feature upgrades, product roadmaps, customization, etc. In addition to price and stability, it makes sense to look for a track record of proven customer support and positive feedback from actual users. The people who use the product on a daily basis are the ones who can really articulate the end-user experience and tell you about their successes…or challenges.

Finally, with the rapid growth of the marketing automation space, finding experienced professionals who have hands-on experience using MA tools can be really difficult – and expensive. A practical solution is to identify whether any of your potential MA providers offer project management hours or best practice examples on how to implement and use your new solution. This type of support ensures you and your new solution are utilized as quickly and efficiently as possible.

Conclusion

Marketing automation technology is truly the next evolution of online marketing. Rather than just send “one-size-fits-all” communications, marketers can now deliver individually relevant communications and track leads with amazing detail-and follow up when the lead is truly engaged. Marketing automation is often thought of as a tool that only big companies can afford, but many providers are leveling the playing field with the concept that everybody can benefit from marketing automation