Digital Marketers face countless challenges and obstacles on a day-to-day basis. Unknowns abound as we tirelessly work to answer important questions:
“Which creative resonates best with our audience?”
“How do we generate leads for our sales team?”
“How do we know when our customers are ready to buy?”
Not to mention, when sales and leads start to slip, everyone collectively looks to marketing.
Sigh. It’s a tough job.
But, as usual, we’re here to help ease marketers’ anxiety and worry (it’s the least we can do, right?).
Consider these top 5 problems SOLVED with Marketing Automation Software (preferably Net-Results, but you do you).
1. Building relationships with prospects whose timing is yet to change
Marketing automation software’s key strategy is to automate marketing processes, which gives you and your team the opportunity to scale your interactions with prospects and current customers. That’s what we do. Now what does this have to do with timing, you may ask?
How many times have you had to write hundreds of niche emails that only a few hundred people may see? How many times have you (and your Sales team) had to pick up the phone and cold call thousands of “leads” who, honestly, could have no interest in what you’re selling?
Marketing automation software puts an end to that process and allows you to build a relationship with people who aren’t ready to buy from you yet, without wasting valuable time on super cold leads who will most likely never purchase what you’re pitching.
Ultimately, only a fraction of people first encountering your business will raise their hand and say, “I’ll take it!”
Several factors play into this. Maybe their budget won’t allow it, maybe they’re going through team restructuring or a transition of power. Simply put: it’s not the right time for them.
Marketing automation software automates the process of finding those who are interested but unable to purchase at the moment and allowing you and your business to stay in touch with each and every one of them.
Eventually, once their timing changes, you’ll be at the front of mind because, through marketing automation software, you were able to nurture and maintain your relationship with them.
Basically, you’re the friend who’s saying, “I’m here when you need me.”
What happens from there? Glad you asked…
2. Finding out when a prospect’s timing is changing to your advantage
Here’s our hot take:
This common digital marketing problem is practically impossible to solve without marketing automation software.
Why? Well, unless you’re a medical marvel (please tell someone ASAP), you can’t read minds. Reading a potential customer’s mind is even more difficult.
Since you’re not a team of telepathic, marketing superheroes, you’re going to need some extra help.
Due to the systems put in place with marketing automation software, you’ll be able to tell based off a potential lead’s actions (scroll down to #3), if their timing is changing.
Some call it “magic;” we call it software. Either way, it’s pretty darn incredible.
Because of this uncanny ability, you and your sales team will be able to join forces and ramp up your marketing/sales efforts in ways you never dreamed possible.
This functionality is the core of a marketing automation platform.
Period. If you have this problem on your hands, start researching a marketing automation software that’s right for you and your team. Knowing when your lead’s timing is changing in your advantage is the ultimate way to secure new customers, and we know that’s your team’s main objective.
3. Generate more (and better) leads
Lead generation and lead nurturing are two different concepts that should complement one another. Marketing automation software helps your team implement successful strategies for both.
Most organizations have solid websites that generate a sizable amount of traffic; however, they fail to convert any anonymous traffic into identified prospects. This is a major problem for most marketing departments.
Here’s an excerpt from our very own Marketing Automation 101 Guide to demonstrate how marketing automation software solves this all-too-common occurrence:
“Marketing automation software comes with the means to capture website visitor data and insert it into the database. Where before a visitor would just leave your website, now you can give them the incentive to identify themselves to you. If the only way to interact with your business is a contact form on your website, you’re missing out on potential relationship-building opportunities.”
This is how you catch more leads. How do you get better leads?
Here’s the fun part: Marketing automation software can help you recognize which leads are exhibiting “buying behavior” (timing, remember?); however, until they do exhibit this behavior, you can apply lead nurturing via marketing automation to help build a better relationship with them.
Oh, and did we mention Lead Scoring? Read up on that here.
4. Communication between the Sales Team and Marketing Team
You know who else will gladly support your choice to purchase marketing automation software?
Your sales team!
Connecting your marketing automation software to your sales team’s CRM is going to significantly enhance both team’s experience and capabilities.
By connecting your CRM to your marketing automation software, you’ll be able to share customer data between sales and marketing automatically. That means your leads, customers, and prospects information is ready and accessible at the touch of button. As a result, each team is able to react accordingly without any sort of communication errors or delays.
Now, marketing automation software doesn’t just allow you to send leads to sales, it also allows you to involve your sales team in the process. Net-Results software can notify sales reps directly when one of their leads is active on the website.
Needless to say, marketing automation software is a win-win for both marketing and sales teams. What a relief!
5. Measuring the impact of your marketing efforts
A few weeks ago, we released a list of 5 Important KPIs for Digital Marketers.
The purpose of Key Performance Indicators (KPIs) and metrics is to measure the impact of your marketing efforts—but gathering this information together can be a huge pain.
Here’s where marketing automation software comes in.
With marketing automation, you can integrate reporting tools, house all your data under one roof, identify and fix bottlenecks, and prove your bottom line.
Talk about making life a little easier! To top it off, marketing automation software will allow you to:
- Know what channel, strategy, and/or tactic to spend your marketing budget on
- Know what works and what doesn’t
- Prove the marketing team is positively contributing to the company’s bottom line
Paired with strategic KPIs, marketing automation software will help your team prove the impact of your diligent marketing efforts.
Digital marketing is a tough field. If you’re reading this (and have made it this far!), we’re preaching to the choir.
With marketing automation software, you’ll be able to tackle these challenges, face them head on, and pull a stellar win for your entire team. What more could you really want?
For more information on the importance of marketing automation software, check out our free download of Marketing Automation 101 Guide.
As always, we’re here to help. Keep fighting the good fight!
Happy Marketing,
Lexie Robbins
Digital Marketing Specialist
