Marketing automation is slowly catching up, as marketers are clearly considering it as a viable solution for the needs of the Marketing and Sales departments. Adoption rates are at an all-time high with more than 55% of B2B companies opting for automation to meet their rising demands.
Over the past decade, consumers have evolved as we know it. With the advancement in technology, marketers require more and more advanced solutions to meet with the ever-rising demands of consumers. Marketing automation provides them with the closest solution that comes to being perfect. It is a one-stop shop that helps marketers as well as sales reps to organize their strategies and deploy them to score more leads to qualify them.
All this brings us to the one question the answer to which we all want to know: Why has it become the most trending MarTech tool now?
Here’s why:
#1: The World is Going Digital
Everything in the world now revolves around technology. Every single aspect of life is going digital. The biggest concerns for a marketer are SEO, SEM, CTA, content marketing, email marketing, conversion ROI, etc. These are all digital requirements in order to gauge the success of a marketing and sales campaign.
To combat increasing consumer demands, marketing automation seems to be a perfect fit. It offers a wide-range of digital marketing solutions that lets you control all your marketing channels from a single dashboard. It replaces the need to use multiple MarTech applications and centralizes your data making things simpler.
Better technology is the only way to move forward, and at this point of time, marketing automation is the best marketing technology out there.
#2: Digital Marketing Revolves Around Metrics
The crux of digital marketing lies in analytics. Digital marketing runs on data, and the more relevant data you can collect, the better. The upside to this is everything is measurable. Earlier on everything was based on arbitrary predictions. There was no definite rate of success. With marketing automation’s metrics however, you can predict the outcome of your campaigns, measure your ROI and do much more.
Most marketing automation platforms offer seamless CRM integration, so they can double up as databases as well. So not only can you collect information on every action a prospect takes in your website, you get to feed them into your CRM to map your data.
#3: A New Breed of Consumers
Consumers nowadays are more informed. More so in the B2B market. You could say, they prefer self-service. But that does not mean they desire brands or products that have a very generic way of catering this approach. They want a company who is human in every way, someone who will provide a personalized service to them but give them the liberty to make their own choices.
That means more work for both Marketing and Sales. Marketing automation gives marketers a golden opportunity to connect with prospects at a personal level, and deliver relevant information at the right time.
#4: Marketing & Sales Harmony
In order to achieve financial success, you will have to convince both Marketing and Sales to work together towards a common goal. As the situation stands, they both need to work in complete harmony in order to achieve this goal. Marketing automation makes this possible with its transparent system. Sales can track any lead at any point in the Sales Funnel.
Earlier on marketers would often handover underqualified leads to Sales which would cause a lot of problems between these two departments. But now marketers have a way of knowing when exactly a lead is going to qualify thanks to marketing automation. Along with a closed-loop reporting tool, both departments will get to know whose campaign generated and qualified which lead.
Marketing automation helps Marketing and Sales coordinate with each other by transferring data. With native integration, marketing automation seems to be the last piece in your jigsaw puzzle.
#5: Marketing Automation Is For Every One
Marketing automation might not be a cheap solution. But its sheer robustness and functionality makes it stand out. Not only this, but investing in a marketing automation platform makes more sense than hiring extra resources. It is as much as a tool for a small startup as it is for a big corporation. In fact, the earlier you start using it, the better off you will be in the future.
The Bottom Line
Marketing automation is slowly making its way into the market. It has already started showing signs of being a necessary tool for any business. It is redefining the world of marketing, and who knows, what’s next?
