Marketing Automation has become increasingly popular in marketing departments in the past couple of years. In fact, there were 11 times more B2B (Business to Business) organizations using marketing automation in 2014 than in 2011 and the numbers just keep increasing. Why? What makes marketing automation so popular among experienced digital marketers in a time when emails are still generating ROI? We’ve broken down some of the top reasons why marketing automation continues to increase in popularity:
Lead Nurturing is more Effective than Email Blasts
Lead nurturing is a huge aspect of marketing automation and is more effective than spamming people with a generic email blast when it comes to conversions. Marketing automation allows you to create campaigns that send emails that are more personalized and engage leads in a more natural way. Using information from a lead’s profile, you can also send specifically targeted content based off of their interests, industries and buying power to further the appeal of the email. Marketing automation also allows you to note each interaction you have with a lead, and track their progress in the sales funnel. In an age where more and more email blasts are going straight to spam, creating personalized emails through marketing automation is one of the only ways to make sure that your emails are making it to their intended recipient.
Access to Data About Leads
Thanks to the internet we now have access to thousands and thousands of databases. These databases house information about a lead that marketers need to successfully make a sale. But what if there was a way to gain even more information about a lead, such as when and what pages they visit on your site? With marketing automation, all of this information and more is readily available. Using marketing automation tools you are able to find out the following information about your leads:
Using marketing automation tools you are able to find out the following information about your leads:
- The location of the lead
- Any past site visits
- What pages your lead visits while on your site, and how much time they spend there
- What products your lead is interested in
- Email Marketing Statistics
This information can be used to move leads down the sales funnel in a variety of ways. For example, if you see one of your leads is currently visiting your site, you can send them an email that has information corresponding to the page that they are on. This personalized email appears at just the right time, nurturing the relationship and increasing the likelihood of a sale.
Automated Tasks allow for More Efficiency in the Office
One of the biggest reasons responsible for the increase in popularity of marketing automation is the name itself: automation. On the most basic level, marketing automation is automating tasks that are typically deemed repetitive in order to increase efficiency and streamline certain communications. Some of these tasks include sending out nurture communications, monitoring all prospects in the sales funnel and identifying which leads are ready to buy. By installing marketing automation you are allowing your marketing team to spend more time creating content or developing strategies instead of doing tasks that could’ve been automated.
With tools and benefits like these, marketing automation is only going to continue to increase in popularity. If you are interested in implementing marketing automation, click on the banner below to schedule your 30 minute consultation with us today.
References:
- van Rijn, Jordie. “The Ultimate Marketing Automation Statistics Overview .” Emailmonday, Sept. 2017, www.emailmonday.com/marketing-automation-statistics-overview#adoption. Accessed 21 Sept. 2017.
