Written by: Maria Rummel
Marketing automation has become a hot topic/buzzword but what exactly is it – and more importantly, how can it help your team? Marketing automation refers to the software and technology that enables busy marketers to generate marketing actions and save time while providing leads the optimal brand experience.
The right marketing automation or lead nurturing platform can transform your B2B digital marketing from “manual” to “modern”. The right solution helps you focus on your customers, understand which marketing programs are working (or not), and accelerate buyers through your sales funnel. By concentrating your team’s efforts, you’ll be able to eliminate wasted efforts and realize lower conversion costs.
In today’s competitive landscape, you need a way to get in front of prospects early, establish expertise, and deliver personalized content that will make you stand out. See how marketing automation technologies can save your team time, resources, and budget – allowing you to scale your team.
Check out these 5 benefits of using marketing automation to optimize your lead nurturing experience.
1. SAVE TIME
Marketing teams are always busy. Marketing automation can take simple, time-consuming tasks off your plate, such as follow-up emails, mail-merge documents, and lead qualification. No matter the size of your company, eliminating tedious tasks will enable your team to work smarter.
2. SCALE YOUR TEAM
Marketing automation is like adding a really smart set of hands to your marketing team. By automating tasks that your team used to spend hours on each day, you’ll have more time to focus on your current marketing goals and initiatives.
3. VIEW EVERYTHING IN ONE PLACE
Marketing automation tools such as Pardot integrate with your Salesforce CRM and allow you to see everything about your customer in one place. With this information, you’ll be able to better target your customers with content and offerings in a timely manner.
4. HELP YOUR SALES TEAM
Marketing automation bridges the gap between marketing and sales by documenting your marketing efforts as part of the sales process. With a marketing automation solution, you can track which marketing materials your prospects interacted with and clearly see if they responded to your call to action – signaling to your sales team that it’s time to make a move.
5. REPORTING
Tying marketing’s contribution to total revenue is often a difficult task. With marketing automation, the customer’s path is completely documented, showing you every move. So it’s easy to determine what’s working and what’s not. The next time your boss asks you if a prospecting investment is worth it, you’ll be able to point right to the numbers.