As is the case with most things in life…timing is everything.
And in the world of marketing automation, we can’t stop talking about “timing,” but we realize that doesn’t necessarily make things click for those new to marketing automation.
So today we want to talk about why timing is so important for marketing automation users so you can better assess your marketing needs & strategy.
There are only two reasons to use marketing automation software.
If you’ve been with us for a while, you likely know what those two reasons are, but for those who are new here (Hi! Welcome!) let’s list them out for good measure:
- To identify prospects whose timing is changing to your advantage (and you can sell them something)
- To build a relationship with prospects whose timing is yet to change (so they can think of you as a great solution when their timing does change)
Now, if you’re reading the two reasons and still scratching your head, don’t worry.
Let’s break it down some more…
Reason #1 Breakdown
Identify prospects whose timing is changing to your advantage
What does this mean?
First, let me ask you a question: how many prospects do you have in your database? 2,000? 20,000? More?
Here’s another question: What percentage of those prospects will buy what you sell (from you or your competitors) in the next 90 days?
Those that will make a purchase in the next 90 days are those whose timing is right.
In the B2B world, if your business is typical, this percentage is incredibly small: less than 1%. So, likely less than 99% of prospects will buy in 90 days.
Why?
The reasons are truly endless, but likely they don’t have the budget, it’s not a priority, they’re speaking with a competitor — the reasons don’t matter because the cause it ultimately the same.
Their timing isn’t right.
BUT! One day, their timing may change! This brings us to the key question here:
When a prospect’s timing does change to your advantage, how will you know?
Well, if you’re a marketing automation user…your MAP (marketing automation platform) will help you identify when the prospect’s timing is changing to your advantage.
This is the #1 reason to use marketing automation!
Reason #2 Breakdown:
Identify prospects whose timing is changing to your advantage
This reason is where most marketing and sales peeps land, because (as discussed), the timing isn’t right for a vast majority of prospects, generally.
Marketing automation will help you positively remain in the mind of your prospects. After all, imagine you’ve been sending them relevant and useful content (thanks to your MAP) and your competitor hasn’t.
When their timing changes, who do you think they’ll remember? Who do you think they’ll decide to go with?
Pssst…this point has a lot to do with Lead Nurturing — if you’re in the market for some helpful lead nurturing advice, check this out!
Your MAP should help you send the right message, to the right people, at the right time. You’ve heard us say this time and time again — it’s because it’s true!
That’s how you stay relevant and top-of-mind even when a prospect isn’t actively looking to buy (which is, remember, likely the case!).
Here at Net-Results, we’re the only MAP whose focus remains on these two key reasons for purchasing marketing automation software.
If you have any questions about timing, Net-Results, or marketing automation as a whole, don’t hesitate to reach out.
Cheers to your success,
Lexie Robbins
Marketing @ Net-Results
