Need for marketing automation solutions
In continuation to the previous article, here are some more reasons to opt for marketing automation
Understand Prospect Intent
Reading a prospect’s mind would require years of sales and marketing experience limiting to only those
prospects that might speak or meet in person. In an age where prospects are well researched and armed
with information about a company as much as the marketer is, the only differentiator in clinching that deal
will depend on how informed the marketer would be about the prospect’s needs, which is no small feat.
But it is important, nonetheless, to ensure that the prospect comes to the negotiation table. By knowing
prospect intent marketers can customize their marketing activities, lead nurturing programs and sales
pitches to ensure a warmer response than a cold call/email which just sells.
Marketing Automation tools can help marketers to read their prospect’s mind, analyze their behavior and
draw logical conclusions, thereby helping them make more informed marketing and sales pitches.
Bridging the age-old divide
It is a proven fact that sales and marketing can rarely think alike and this misalignment might prove
expensive for the organizations. Reasons could be lack of communication, mismanagement of leads and
expectations, untimely responses to prospects’ requirements, lack of common processes and strategies
that enable to achieve the common goal of increased sales revenues among others.
Marketing Automation is seen as the most promising solution for this persistent problem within
organizations. The solution requires the organization’s marketing and sales teams to define a good lead,
which becomes the base criteria for scoring and qualifying Leads. This has to be a joint effort and once
this common definition is in place, it helps in stopping the blame game – at least as far as the quality and
qualification of leads go.
Also, marketing automation tools provide both sales and marketing with more specific information about
their end customers, which helps them in focusing their respective energies in customizing their pitch,
ensuring better returns for both. Having common data to look at, pursue and measure against, ensures a
smoother run for the warring departments.
Marketing company offerings requires a considerable budget, but often organizations find it difficult to
measure the ROI on their investments, irrespective of how they measure it, against the number of leads
generated or the brand value created.
If a company spends a major chunk of the marketing budget on online marketing then marketing
automation tools can be the ideal solution. This tool help marketers measure the effectiveness of
marketing channels which generate leads through the website. So it not only helps marketers to evaluate
the marketing activities yielding the maximum results but also identifies channels which are popular with
the target audience. The tool also helps optimize the marketing spend by helping them focus resources
on channels that gives the maximum benefit for the invested money.
Another important factor that works in favour of Marketing Automation solutions is that they are CRM
friendly and can integrated to existing CRM systems making them more effective. According to Gartner,
B2B marketing automation is predicted to become a more than $3 billion industry by end of 2011. This
means scores of organizations across the world will be adopting this tool, which proves that marketing
automations will soon become a necessity to all B2B companies.
Click here to read more on:- Lead management software, Lead scoring