Marketing automation has become a necessity for businesses today because the benefits are numerous and invaluable. They range from efficiency and more accurate reporting to better alignment between sales and marketing, and consistent lead generation. So, what exactly is marketing automation, how does it benefit businesses and why is it essential to the success of marketing campaigns?
Marketing automation is the process of making procedures or tasks happen automatically with the use of software. Simply, it streamlines marketing efforts so that marketing departments and workflows are more efficient. As a result, it helps manage staffing costs and enables a lean marketing team to focus on more strategic projects. For instance, rather than manually posting on social media on a regular basis, marketing automation software can automate that process so that more time can be spent on activities and future campaigns that can have a bigger impact on the bottom line.
The impact of marketing automation goes well beyond automating repetitive tasks for efficiency. It gives businesses the ability to produce better results for lead generation and nurturing, which are essential for growth. There are many reasons to focus on lead generation. Besides building visibility, credibility and trust among a target audience, it allows businesses to expand their market by learning about and targeting prospects. It also allows businesses to grow their following by sharing content on social channels, positioning themselves as a thought leader in the industry. With effective lead generation strategies, high-quality prospects become high-value customers. The revenue growth potential is great since it is easier for sales to convert leads. Importantly, marketing automation assists this process without the time investment of traditional outreach and selling.
Combining sales and marketing automation efforts by using the same software helps align company goals. It makes the process of transitioning qualified marketing leads to qualified sales leads less problematic. Studies show that marketing automation increases lead conversions and sales productivity. In addition, reporting analytics is simplified and more accurate with marketing automation since the software produces automated reports. It makes identifying pain points, like where leads drop off during campaigns, straightforward to recognize and fix.
More accurate reporting provides two other advantages. It improves data management by tracking leads as well as their initial engagement. It also allows for a more personalized marketing strategy since leads can be segmented by behaviors, characteristics and geography. With personalized messaging, specific engagement of leads can be traced, which helps with lead scoring. With alignment between marketing and sales, and an automated process in real-time, sales team can reach out to prospects quicker.
Another benefit of marketing automation that is often overlooked is that it allows for businesses to develop processes that are scalable. By relying less on manual processes, businesses are better poised for growth.
Marketing automation has become one of the core activities of marketing departments, regardless of business size and industry, because it improves marketing productivity and increases lead quality. With lead generation and nurturing, some of the most common areas where businesses use marketing automation include: drip email campaigns, social media posts scheduling, analytics and reporting, and paid media and digital advertising.
Tolmao Group, a one-stop business solution provider headquartered in Shanghai, China, excels in marketing automation and can assist in all of these areas. Our experts understand the benefits and know the best ways to create marketing programs that help businesses grow and be successful. They are proficient in developing customized campaigns and content for lead generation and management, lead nurturing and conversion, effective lead segmentation, retargeting, and sales and customer support. To learn more about marketing automation and get expert assistance, contact Tolmao Group.