Making the Case for Marketing Automation
Most B2B companies have a complex buying process. Customers don’t make buying decisions right after visiting your website for the first time. The world of B2B is nothing like Amazon.com, where consumers make their selection and promptly proceed to checkout. According to Hubspot, 50% of qualified leads are not ready to purchase immediately and require nurturing.
If your business uses Customer Relationship Management (CRM) Software, you are already familiar with managing customer relationships, tracking sales opportunities, creating basic marketing campaigns among others. But what happens when your Marketing needs exceed the marketing automation capacity of your CRM? This is where a dedicated Marketing Automation solution would come into play.
These are some of the benefits of using Marketing Automation software in conjunction with your CRM.
Improve Sales Coordination
Salespeople tend to complain about the quality of the leads provided by Marketing. A robust service level agreement (SLA) coupled with Marketing Automation and CRM can help calm the never ending strife.
By using a Marketing Automation solution, the marketing team can score leads based on several qualifiers and pass on the most qualified leads to sales. For this coordination to function properly, Sales and Marketing need to establish a working definition of what constitutes a qualified lead. Our free Ebook Unifying Sales and Marketing is a great resource for those seeking to close the gap between Marketing and Sales using Marketing Automation software.
Improved Reporting & Analytics
Marketing Automation software brings Reporting and Analytics to a whole new level. The software allows managers to see what channels and campaigns are driving the most quality leads and which ones need some tweaking. In aggregate this information can be used by marketing departments to better allocate resources.
Compared to traditional CRM marketing features, dedicated Marketing Automation software adds detailed behavioral tracking to the marketer’s toolbox. This detailed tracking empowers marketing teams with an X-ray vision of each visitor such as the pages he has visited, the content accessed, and all other interactions they have had with your company’s website, social media, digital content, etc.
Armed with a prospect’s online behavior patterns your sales team can customize their pitch and increase the likelihood of conversion.
Send Messages That Resonate With Your Audience
As Hubspot says, you should, “Market to actual people, not clicks and opens.” Using the information provided by behavioral tracking your marketing team can get to work and develop stellar content that is relevant for each stage in the sales cycle.
Depending on where in the buying cycle someone is, Marketing Automation software can segment visitors and deliver different customized messages that better resonate with a particular audience. For instance, a first time visitor will be invited to download a white paper while a returning customer will get invited to a conference or other customer exclusive event.
Personalized emails add great value to sales and marketing by improving click-through rates by 14%, and conversion rates by 10% (Aberdeen Group). In the eyes of a prospective buyer, having personalized messages and a more engaging sales cycle may make it or break it when choosing a vendor.
A Worthy Endeavor
Software adoption rates are quite low, especially for CRMs with an average of 50%. With this statistic in mind, is phasing in Marketing Automation software worth the hassle?
It’s always quite challenging to make the case for a new piece of software that will change or modify various well established processes. Decision makers will most likely say something along the lines of, “Our newly purchased CRM system already has a marketing automation feature, why do we need a dedicated solution for this”?
The above argument makes rational sense, but companies that use marketing automation to nurture prospects experience a 451% increase in qualified leads, and 76% of CMOs list high end lead generation as their biggest challenge.
If you need more ammo to convince your boss on why marketing automation is a MUST be sure to check out This Infographic.