You love a good challenge. Who doesn’t, right? Marketing automation is right there with you. These all-in-one solutions that feature email marketing, automated nurture campaigns, web forms, landing pages, web intelligence, surveys, social marketing and more are ready to step up to help solve several significant challenges that businesses today face.
Whether you’re in the market for a marketing automation solution or looking to ensure that you get the most out of your existing one, here are five of the top challenges marketing automation can help you overcome:
1. Lack of lead conversion. In an ideal world, every potential customer would become a paying customer as soon as they express interest. In reality, businesses today rarely find themselves in that situation and more often encounter consumers that want to be educated and informed, not given the hard sell. Organizations can easily deliver using marketing automation, allowing them to nurture prospects via multiple channels until they are ready to buy, thus increasing conversions, rather than losing touch with these individuals as they move through the buying cycle.
2. Unengaged customers. Marketing automation isn’t just for marketing. It’s also an essential tool for engaging customers today and fostering brand loyalty. Customer service and account management teams need to deliver personalized communications to their customers across a wide variety of channels, and understand customer needs at any given time. While email is a preferred communications tool for companies and consumers alike, the customer experience can be enhanced by marketing automation tools such as SMS messaging, web intelligence, social marketing and subscription management, to name a few.
3. Marketing inefficiencies. Time is one of the most precious commodities today, and marketing automation can help organizations make the most of it. Marketing automation can help reduce the time marketing teams spend creating, scheduling and sending many types of emails or other communications. This means less time devoted to routine tasks and more time executing big ideas and strategies. Marketing automation can also help sales teams increase their efficiency by helping them to focus on the hottest leads rather than on those that need more nurturing.
4. Lack of sales and marketing alignment. Technology can help with a great number of business initiatives today, including sales and marketing alignment. Utilizing marketing automation with a CRM solution like Microsoft Dynamics 365 is a great way to align your sales and marketing teams. Combining these two powerful technologies gives each team insight into the same data and access to the same tools, allowing for more effective sales and marketing activities. It can also help the two teams more effectively collaborate on campaigns to ensure that prospects get the right message and right attention at the right time.
5. Generating more revenue. Email marketing platforms – which many organizations use before graduating to marketing automation – give you a lot of basic statistics, like open and click rates, that show you how one email campaign performed. While these are useful in shaping your future email marketing efforts, they do little to tell you the overall health of your marketing initiatives and how those efforts are impacting your company’s bottom line. Marketing automation allows you to track prospects and customers throughout the buying cycle, giving you big picture results. This can help you determine the effectiveness of your individual marketing programs and the impact on revenue.