Marketing automation tools are a must-have for marketing and sales departments of all sizes.
Why? Well, according to SoftwareAdvice, businesses that use marketing automation to nurture leads experience a 451% increase in qualified leads.
Top Reasons for Evaluating Marketing Automation Software
IMPROVE LEAD MANGEMENT
NEED TO AUTOMATE PROCESSES
NEED MORE/BETTER FEATURES
UNHAPPY WITH CURRENT SYSTEM
NEED BETTER INTEGRATION
TIME TO UPDATE/UPGRADE
IMPROVE SERVICES TO CUSTOMERS
If that isn’t enough incentive, you can skip the pain of manually segmenting customers, pulling custom reports, and nurturing leads all in separate systems, and instead use automation to save time, and centralize campaign data.
Here’s more on why you should be using marketing automation.
3 Benefits of Marketing Automation
1. CENTRALIZED CAMPAIGN MANAGEMENT
Marketing automation and digital marketing have a symbolic relationship, because digital marketing usually consists of many different types of campaigns.
These campaigns are usually run in separate systems, which leads to more work and inaccurate reporting.
Marketing automation can take SEO, SEM, email marketing, content marketing, trade shows, social media marketing, and website marketing and manage those campaigns from one place.
This simplifies lead tracking, automation execution, and closed-loop reporting.
2. LEAD MANAGEMENT
By using marketing automation tools, you’re able to align your sales and marketing goals with lead scoring and tracking. By scoring leads, you’ll can assign opportunities to salespeople based on verticals, such as geography or industry, or engagement, like website visits or email opens.
The higher the lead’s score, the more likely the lead is to be qualified and interested. You’ll also have the ability to track lead sources to see which campaigns are performing the best.
Marketing automation also offers CRM integration, which integrates real-time data into your lead and contact records.
You’ll be able to trigger marketing programs from within the CRM system, and alert the sales team on real-time web. This not only assists in communicating with leads, but also in real-time tracking.
3. PERSONALIZED MARKETING
Because automation tools track behavioral data, you can design, build, and maintain automated rules-based marketing campaigns all within one platform. Whether it’s email, web, direct mail, SMS, or triggered outbound calls, each channel can be personalized to the interests of each individual lead.
Marketing campaigns can only be proven effective if you can measure impact. Automation platforms make reporting on the performance of campaigns simple. You can choose from pre-built reports and dashboards, or design your own specifically to fit your campaign needs.
You’ll gain access to explore and compare form conversions, high-value content views, and individual asset performance, such as effectiveness of emails (i.e., opens and CTRs, bounce backs, and unsubscribes).
Top Tier Marketing Automation Tools
If you’re looking to implement an automation solution, consider Infusionsoft, Pardot, or Marketo. Each product serves a different market, but each one ranks highest in customer satisfaction in its market niche.
Infusionsoft offers a solution built exclusively for small businesses. It features lead generation tools, as well as email and social media tools. Its CRM functionality aids users in attracting leads, streamlining sales, and closing deals. E-commerce tools aid with online sales, automated fulfillment, and repeat business.
In addition to software, Infusionsoft provides personalized, one-on-one coaching services to help users get up and running. It’s perfectly designed to help small businesses begin using marketing automation.
Pardot, a Salesforce company, is designed for organizations that primarily focus on B2B sales. Pardot offers automated support for the longer sales cycles and multi-step decisions associated with B2B sales.
The Pardot suite houses products with functionality that includes lead management, batch email marketing, automated drip marketing and real-time sales alerts. The software has particularly been recognized for its lead scoring capability. The Enterprise edition offers more advanced capabilities, such as custom security controls, increased storage space and a dedicated IP address.
When combined with Salesforce Engage, reps can connect in real-time to deliver campaigns, receive alerts, report on trends, track Gmail emails and more, all via mobile.
Pardot is used by over 300 companies in 10 countries and serves clients in multiple industries.
Marketo is a web-based email marketing platform for companies of all sizes. It focuses on forming and preserving engaging customer relationships.
This marketing suite features integrated applications that deliver a range of capabilities. Some of these include marketing automation, social marketing, lead nurturing, budget management, analytics, sales insight, and website personalization.
Marketo has a native integration with Salesforce.com. This bi-directional communication allows sales reps to get a clear vison of the leads in their pipeline and prioritize them based on engagement.
With over 3,000 customers, and 250 partners, Marketo offers a community of marketers who share ideas, collaborate and directly influence product developments.
Marketo’s software can handle clients with a user base ranging from three users to more than a thousand users, but its price point makes it ideal for mid-market and enterprise organizations.
As you can see, marketing and sales departments both experience benefits from marketing automation. When used correctly, marketing automation tools allow businesses of all sizes to run complex advertising campaigns while managing their time efficiently.
Want to learn how to measure the success of marketing automation?