Marketing automation has been a buzz word as of late, encouraging many people to find out exactly what it is and how it can help their business. By definition, marketing automation is software designed for marketing teams to help them market through multiple digital channels while automating certain tasks. This ability to plan ahead not only allows marketers more control over their campaigns, but they can also reach more end consumers over a wide array of digital avenues. The benefits we will discuss include CRM functionality, reporting, consistent messaging, and shortened sales cycle.
The first benefit we will discuss is CRM functionality. CRM stands for customer relationship manager and allows users to consolidate and manage their contacts from social media, email, excel spreadsheets, and more. A marketing automation platform with CRM functionality also allows users to create target segments and manage info like last contacted. This allows marketers to keep track of where prospects are in the funnel.
Reporting functions within a marketing automation platform allow marketers to calculate the ROI of marketing activities. Robust marketing automation tools can tell you who how your landing pages are performing, if prospects have engaged with your social media posts, how effective your email marketing campaigns have been and more.
When considering how many different mediums marketers must cover in their campaigns, it can be difficult to keep messages consistent. Companies may use inconsistent logos, brand messaging, and timing. When marketing to your target audiences, all three must be consistent to increase trust with your prospects. In this example, a marketer has created campaigns for their sales promotion, products, and holidays.
Another benefit of marketing automation is a shortened sales cycle. As a general rule, a prospect is usually exposed to your content 8-10 times before they buy something. Marketing automation allows you to set up lead scoring that notifies you when a prospect has reached a certain level of interest so their info can be passed to the sales team. According to Salesforce, companies that use marketing automation see 70% faster sales cycles. As a result, businesses can generate more sales at less cost.
In this video, weâve discussed 4 benefits of marketing automation including RM functionality, reporting, consistent messaging, and a shortened sales cycle. For more information on marketing automation visit our website and download our white paper on the benefits of marketing automation. (Updated 9-1-2016)
Led Digital Marketing Efforts of Top 500 e-Retailers.
Worked with Top Brands at Leading Agencies.
Successfully Managed Over $50 million in Digital Ad Spend.
Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.
Taught Advanced Internet Marketing Strategies at the graduate level.
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