Published on November 26th, 2015 | by Guest

Marketing Automation Software and Why You Need It?

Marketing is the aspect of brand-to-customer relationships that are tightly integrated with sales. According to the Sales Optimization Study, 9 out of 10 B2B buyers start purchasing processes online by educating themselves with online content – searching for product reviews, gaining recommendations on social media, reading customer forums, etc., before contacting the particular vendor. From this perspective, inbound marketing, content marketing, email marketing, paid marketing and social (media) marketing are increasingly becoming the more favored methods for attracting and engaging online buyers.

On the other hand, newfound and small companies are commonly run by sellers connecting directly to potential customers. As soon as the company starts to grow, it becomes nearly impossible to maintain 1:1 relationships with customers, while your company’s marketing program will get so comprehensive you’ll spend your time on redundant tasks like emailing new customers, setting up social media-to-email programs, and emailing your users every time you post blog content.

What is Marketing Automation?

Marketing automation (MA) is a software platform that streamlines, automates, and measures marketing tasks and workflows thus bringing precision, process, scale and analysis to lead generation campaigns. Here is a set of tools offered by innovative MA solutions to assist marketers with tracking, acquiring, scoring, nurturing and delivering sales-ready leads to the sales team:

Digital Tracking and customer view

MA software allows tracking anonymous website visitors and their behavior using cookies – website searching, page views and so on. When the person is identified, the cookie history along with the history of content consumed is associated to the lead.

Lead management

Lead management or customer acquisition management is a comprehensive process, by which marketers acquire, qualify, nurture and score leads to their conversion into sales and long-term relationships.

Marketing campaign management

Great tool to setup communication chains with your prospects, maintain dialogue with them to engage and advance leads until they become sales-ready.

Email marketing

Reach the right audience with relevant content and personalized messages. Innovative MA solutions (Creatio marketing, for instance) include pre-built processes to deliver an exceptional email marketing experience.

Landing Page Management

To convert anonymous visitors into contacts, use solutions that provide easy-to-use visual tools for building landing pages with registration forms.

Analytics

Result measurement is a very important part of continuous process improvement. MA solutions allow you to connect to every lead, opportunity and order with marketing effort that created them to measure ROMI (Return on Marketing Investment)

According to Forrester Research, 76% of B2B marketing professionals agree or strongly agree that their “ability to track marketing ROI gives marketing more respect.”

Tags: analytics, automation, lead, management, marketing, need, software, tracking, why