Marketing automation done right can prevent a ‘one-size-fits-all’ approach to customer interactions and can do a much better job of giving customers what they need when they want it. Marketing automation has a very clear role for revenue growth, particularly through improved collaboration with the Sales team. By delivering more quality sales-ready leads in less time, marketing enables the Sales team to concentrate on what they do best – closing deals with the right customers. With the correct approach and strategy for marketing automation, organizations frequently see increased revenue results.
As visitors go through multiple stages during their customer life cycle, Marketing Automation allows you to deliver them the right content and initiate sales activities in a personalized way. Marketing Automation platforms enable Marketers to create and manage customer interactions with greater speed and customization.
While marketing automation can improve multi-touch customer interactions, marketers must be smart about every step to avoid making costly mistakes that result in lost customers, lost opportunities, and lost revenue.
Marketing automation can take personalization to the next level based on lead scoring data and other customer intelligence. Content and messaging adaptability is essential and highly possible with a marketing automation platform – opt for ‘natural conversations’ with customers instead of stiff, impersonal ‘corporate speak’.
Just as marketers need an overall marketing strategy to get the most out of marketing automation, the organization’s content strategy is equally essential. Content must be high quality, useful, and valuable from a customer perspective – otherwise, marketing automation messaging and content quickly become spam.
Most prospects convert into leads based on interest in a particular product or area of concern. Marketing automation content should relate closely to those interests, until the prospect indicates a desire to move on to other products or topics.
It’s important to construct an overarching marketing strategy, but it also makes sense to start off with phased marketing automation implementations to understand how marketing automation works best for the organization. Lessons learned from starting small will inform and fine tune the overall approach. Faster wins from small steps help to gain buy-in and collaboration from the sales team, and, ultimately, upper management.