Marketing is an important function of any business regardless of its size. As the business grows, marketing processes and activities also increase; even though there is a team working on them, there may never be enough hands to complete all those tasks efficiently. An increase in manpower can also enlarge the marketing budget. Fortunately, businesses can now take advantage of Marketing Automation, a software that measures, automates, and streamlines various marketing tasks to help businesses improve their operational efficiency and increase revenue.
Marketing automation helps meet certain business needs such as lead generation, email marketing, ROI measurement, lead nurturing and lead scoring, segmentation, retention, cross-sell and upsell, event planning, and relationship marketing.
However, while Marketing Automation can do a lot for a business, their leaders look for these features primarily.
Lead scoring is a very important practice in the B2B industry as it helps determine potential customers by assigning value to them based on their interest or behavior towards a product or service. Most businesses choose this powerful feature since it helps them track and monitor the lead’s activities and level of interest. Through lead scoring, sales representatives can easily identify valuable prospects. Once these leads reach out, they can offer assistance faster. Based on the research done by CMS Wire.com, businesses who use the lead scoring feature of Marketing Automation have experienced myriad benefits. Most noticed an increase in sales and productivity effectiveness and conversion rates of prospects which further led to opportunities. Some also achieved better marketing alignment and pipeline visibility. Other advantages of lead scoring include measurable ROI, a shortened sales cycle, and better alignment of sales efforts.
Without integration, many of Marketing Automation’s features will not be optimized to their fullest capacity. Apparently, the solution should coexist with the company’s existing tools such as social media, CRM, and other digital marketing and advertising tools. If a problem occurs between such tools, the company will spend time fixing them instead of focusing on tasks.
An integrated marketing campaign has lots of advantages for businesses. For one, it increases efficiency and reduces costs simultaneously by utilizing the same messages and imagery throughout the campaign. The increase in efficiency will eventually lead to increased revenue, engagement boost, long-term planning and long-term success.
Reporting and Analytics
Robust reporting capabilities are a must when choosing a marketing automation software. Essentially, reporting becomes more convenient and more detailed when Marketing Automation is used. It is even more efficient if it can track behaviors beyond offline and online channels. Companies often take advantage of Marketing Automation software with built-in analytic tools. Like the above features, recording and analytic capabilities also help increase efficiency and revenue and create an effective and successful marketing campaign.
By using Marketing Automation, businesses will gain a competitive marketing advantage. First, it helps them find more prospects and turn them into buyers. When the sales and revenue increase, they will gain a competitive advantage over their competitors quickly. As marketing improves, other areas of the business will also improve allowing the company to grow and outshine its competitors.
Business leaders and marketers are realizing that, and the three features mentioned above are the tools they value and use the most to make it happen.