The three questions you need answered before you invest
– Marketing automation has become a popular buzzword in the business community. Marketing automation refers to a process in which leads are automatically and seamlessly nurtured into prospects and then into paying customers. Companies use a variety of content pieces, collateral, and client outreach methods to nurture leads throughout the process.
To many businesses, marketing automation may sound like a blessing. After all, marketing is one of the most challenging and time-intensive functions that a business faces. Any ability to automate the process would likely be welcome in most companies.
View and Control Automation Efforts
Of course, marketing automation is more complicated than it sounds. It requires a very focused, organized, and coordinated effort. Marketing automation software aims to make that process easier by providing businesses with a suite of tools so they can clearly view and control their automation efforts. There are numerous marketing automation vendors and each has their own set of benefits and disadvantages.
While marketing automation software can provide significant value, it’s no small investment. It’s important that you understand the basics of the software before you commit to a platform. The following three questions are some of the biggest surrounding marketing automation software:
1) What is it exactly? It’s a robust software platform that allows you to control and automate every aspect of your Inbound Marketing process. Marketing automation software is particularly strong in the middle of your sales funnel. Once a lead is in your funnel, you can preset your software for how you’d like to connect with the lead.
One of the primary forms of outreach is through automated emails, which you can set up and manage with marketing automation software. You can customize your email campaign to specific lead personas, so that each lead receives outreach that aligns with their needs and concerns.
The goal is to nurture that lead into taking a specific action, such as participating in a sales demo or meeting with a salesperson. With marketing automation software, you can control every step along that path.
2) Does it work? Those who use marketing automation software regularly and have committed to making it a part of their process, report high levels of satisfactions. According to a 2013 report from Ascend2 said that 45 percent of all businesses who extensively use the software say they have been very successful with it. Only nine percent say they have not been successful.
Of course, the story is different for those who only use it in a limited capacity. In that group, 29 percent say they have not been successful. Marketing automation software isn’t something that is best used?in pieces. For best results, commit to using it extensively.
3) Which one is best? There are a wide variety of marketing automation vendor providers. Hubspot, Pardot, and Marketo are some of the most popular, just to name a few. The best way to get a feel for each is to do a demo and try out their services. There are many similarities between each, but also subtle differences. The answer for which is best is different for every business. The only way to answer that for yourself is to spend some time investigating them.
Inbound Marketing?is a an exciting and effective way to manage your marketing process and nurture leads into actual clients. However, it’s tough to implement without the proper tools. Check out marketing automation software packages to manage the process. Also, download our free ebook, “A Guide to Choosing Marketing Automation Software.”
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.