7 Reasons You Need Marketing Automation
The internet is producing data that will help you close new business, generate leads and satisfy your customers’ need for information. And the data is there for you to take – data on what your customers are buying, where they spend their time online, who they are following, and what excites them most. You too can find, analyze and use this data effectively, but if you’re not using a marketing automation platform, chances are you’re not accessing most of what’s available to you.
If that doesn’t scare you, here are 7 reasons why you need marketing automation:
1. Get personal.
The internet has become the go-to hub for gaining knowledge. It’s easy to research, compare and contrast products and services, and make sure we’re getting the best bang for our buck. When prospective customers have a problem, they turn to the internet to figure it out. Marketing automation is all about getting the right information in front of the right people when they need it most.
Don’t you hate it when you get emails about applying for a credit card when you already have one from the very same bank? Don’t make that mistake. Keep track of who your customers are, so that they will take the time to get to know you as well. Nurture prospects with personalized content to convert them to customers – then turn them into delighted raving fans.
2. Keep track of your leads.
It would be easy to increase sales if you had a bigger pool of leads to work from. Visitors to your website can request more information about your business by filling out a form. But then what happens? A list of leads isn’t worth much when it’s just a bunch of email addresses. Marketing automation software can track customers even before you know their name. You can learn a lot about a person or company with just an email address, as long as you have the right tools. You can then establish automation rules to deliver dynamic content and targeted emails based on who they are and what you’ve learned about them.
3. Let buyers set the pace; then deliver.
Your prospects, leads and customers most likely come to your website for different reasons. By keeping track of sources, visitor paths, purchases and downloads, marketing automation platforms allow you to speed up or slow down your sales funnel. Some people are ready to buy now, and others need more information. Make sure no one falls through the cracks or gets burnt out.
4. Enjoy a birds-eye view of your business.
Marketing automation platforms generate visual statistics in real time so you can see what’s coming down the pipeline. One glance provides you with a holistic view of all of your sales and marketing efforts. Quickly see what’s working and what isn’t. Never forget your goals by setting automated internal emails to share stats, or new leads with your team. Keep everyone on the same page without forcing people to log into the site everyday.
5. Real-time numbers.
It’s very satisfying to see the fruits of your labor in action. You can track prospects becoming leads and leads as they become customers; and it all unfolds before you, usually with a happy ending. Success is easy to predict when you are giving people content they need to solve their problems.
Drill down to see what is growing sales in measurable ways. Stop worrying about intangible marketing buzzwords like “market awareness,” and “impressions.” Instead, see hard numbers, like “revenue generated,” “conversions” and “new leads,” whenever you want.
6. Get organized.
One of the best things about great marketing automation platforms is that they combine so many different tools. Previously, sales needed its own platform for housing leads, and a separate one for sending emails, and yet another for building forms, and a whole different company to generate leads. And then there are other tools that you know are powerful and effective, but not sure anyone on your team really knows how to leverage them. I’m looking at you Google Analytics. Luckily, there are several fabulous marketing automation tools available that can combine all these things into one platform – the best fit depends on your very unique needs.
7. Your competitors are moving in this direction.
On average, 49% of companies today are using marketing automation. With more than half of B2B companies (55%) adopting the technology. – Emailmonday “The Ultimate Marketing Automation stats.” (2016)
Marketing automation is generating significant new revenue for companies and is providing an excellent return on investment. To determine which one will work best for you, decide which of the points above are most important to your organization. Or you can work backwards and take a look at all of the online sales and marketing tools you use now. What is working well and which doesn’t seem cost effective? We are pretty certain that there are solutions out there that can accomplish all of your marketing and sales goals, and at a lower cost than you may be paying now.