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Marketing Automation: Drivers and Benefits

Marketing Automation: Drivers and Benefits

The Drivers and Benefits for Implementing Marketing Automation

There are many reasons for an organization to investigate marketing automation and generally, the decision entails a variety of factors and considerations. Assuming are already familiar with the concept of Marketing Automation, let’s look at the common drivers and benefits for investing in an automation platform.

Common Drivers:

  • The need for sales and marketing reports that provide data for analysis, planning, and determination of return on investment.
  • The need to simplify the management and coordination of activities, such as marketing campaigns, channel management, reporting, and analytics.
  • The need to manage and coordinate multiple point tools such as email and webinar management applications, and/or the need to integrate such tools with contact management and CRM platforms and programs.
  • The need to manage lead generation, lead nurturing, and the transfer of leads to sales in an organized, time-sensitive manner that enhances conversion and closing rates.
  • The need to use time strategically: e.g., reduce the time needed to create and deploy campaigns, or respond to sales-ready leads in real time.

Key Benefits:

  • Automate and accelerate email marketing: Easily create and manage email, optimize when you send it, create segments with targeted, dynamic messages, and track responses such as opens and clickthrough rates.
  • Capture lead information using forms: Create and manage the registration forms that collect information (and sometimes, augment it) from your buyers.
  • Create a marketing database: Manage leads and contacts, and develop a complete record of when and how you have interacted with each lead over time. (Sales can find plenty of useful information here, too.)
  • Track and analyze online behavior: Monitor online behavior to find out about a potential buyer’s interests, preferences, and readiness to buy. Use that information to deliver targeted offers and messages.
  • Manage and optimize campaigns: Automate marketing programs that send multiple messages – through different channels – and make sure they adapt based on when and how buyers respond.
  • Score and manage leads: Build models that assign points based on certain behaviors and spot hot leads faster so they can be passed to sales.
  • Visualize and monitor results: Dashboards and drill-downs will identify the campaigns and channels that do (or do not) deliver.

Feel free to submit your questions and in the meantime, stay tuned for a follow-up post – Evaluating Readiness.

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