Your Marketing team must be thinking of ways to improve productivity and boost the efficiency of your organization, all the time. Fast-growing B2B companies need to take a leap of faith at some point of time, and invest in marketing automation technology that is more versatile than the basic, DIY technology that you had been using before.
There will come a point in time where you will have to upgrade your existing technology stack to drive traffic and improve sales. You have to take control of your social media channels, streamline your target audience to generate more leads and create a better after-sales service to retain more customers in the long term.
To fulfill all this, you need a marketing automation solution for your company. If you are looking for marketing and sales solution that will allow you to keep up with your company’s growth rate, then this is the way to go.
Change Is Here
The world is changing. Consumers too have changed. In order to rope in new customers, your strategies need to change. Age-old marketing techniques do not work anymore. You need marketing automation to keep up with the increasing demand of your organization and your customers alike.
You need reliable digital marketing techniques like email, but you also need something more than that to sustain your strategies. So a simple email marketing tool will not do. Purchasing lists and blasting emails at random will not yield any results anymore. Not only is that an unproductive solution but it is also a waste of valuable time and resources. Marketing automation allows you to target your audience better so that you only send your message across to the relevant audience i.e. prospects who are interested in your product or brand.
Similarly you need CRM, but you need something else to leverage the data stored in your CRM and incorporate it in your campaigns. Simply having a CRM system will not help you anymore. You need something like marketing automation that integrates seamlessly with a CRM and uses that information to target the correct audience. Now, you know who your audience is and you can prepare yourself accordingly to turn them into qualified leads.
But this is just on the surface. There is more to marketing automation than meets the eye. You can get so much more out of such a robust tool. Not only is it a must for your rapidly growing B2B organization, but it is one of the only tools that will help you sustain this rate of growth, even improve it further. Here’s why it is a must-have tool:
One-Stop Shop
When you opt for a marketing automation platform, you do not need to invest in any other MarTech solution for your marketing and sales needs. In addition to that it is as much as a tool for Sales as it is for Marketing. You get access to a multitude of tools that can be controlled from a single dashboard. Everything is just a click away and the best thing is you just need one platform to control your entire organization.
Reducing Overall Stress by Automating Processes
Marketers are involved in a number of manual processes like emailing and following up on responses. Marketing automation systems automate these processes. You do not need to send emails manually, which in itself is a mammoth task.
Once you have setup these processes, you do not need to stress over them anymore. There is no room for error, and automation being a reliable tool eliminates any form of error to creep in during the process. You can rest easy as marketing automation takes care of it freeing up resources and time.
With that time in your hands, you can use it to come up with new and better marketing strategies that will allow you to generate, nurture and qualify more leads. Not only is it a stress-free solution, it also helps you with your day-to-day marketing needs.
Generating More Traffic/Leads
As a rapidly growing company you need to capitalize that growth and bring in new leads to supplement your business. To generate more leads, automation platforms are equipped with landing page creation tools.
Cracking the right landing page is essential especially if you want a constant supply of new leads. When you lead your prospects from your email communication or advertisements to your website you need a landing page to capture information.
Not only that, you can create multiple landing pages and run A/B tests on a regular basis to figure out which one is more beneficial. Take note of what works and what does not. That will help you go a long way with your marketing automation platform.
Segmentation
Once you start generating new leads, marketing automation platforms allow you to segment them. This segmentation can depend on a lot of factors like demographics, tastes, and preferences. This is known as lead segmentation.
Once you start segmenting your leads according to their likes and dislikes you start creating small groups of like-minded people who prefer similar content. Now you will only be mailing them content that is relevant to them. This makes your process of lead nurturing even easier.
Nurturing for Qualification
Generating leads does not help you get more customers. Nurturing them correctly however, does. The crucial ingredient that is needed in any successful lead qualification is nurturing. After segmenting your leads, you need to identify the position of each lead in reference to your sales funnel. You cannot just nurture leads randomly. You need to take into account whether they are at the Top of Funnel (ToFU), Middle of Funnel (MoFU) or Bottom of Funnel (BoFU).
Someone who is at the top of the funnel will not want to know what products you are offering. They will be more eager to know about your brand and how it functions. Nurturing the right lead with the right content will help you make or break a deal.
Marketing automation platforms make the task of nurturing leads much easier for fast growing companies who want to reach the top.
Handover
Marketing and Sales have always been in disharmony because of underqualified leads. With no system of predicting when a lead is qualified, Sales were often handed over underqualified leads. With marketing automation however, everything changes.
With a robust CRM integration, both marketers and sales reps have access to a transparent system that lets them track new leads in the sales funnel. Every time a lead reaches the bottom of the funnel and qualifies, sales gets notified in order to close the deal.
The Bottom Line
While marketing automation has its array of benefits, you need to make sure that your organization is ready for it. Before you implement marketing automation, you have to prepare your company for such a change to take place. Implementation is an important step that will ensure success with marketing automation. Drop us a line and we will be glad to help you out with your marketing automation worries!