The promise of marketing automation is that you can use it to drive more leads through your pipeline, which in turn results in more opportunities for your sales team and faster revenue growth for your organization. Sounds like the dream, right?
Of course, it’s not quite as simple as that. However, it is as simple as delivering the right message to the right person at the right time. Let’s walk through why that principle makes marketing automation crucial for any marketing strategy.
The right message and the right people:
This probably won’t be new to you but marketing is kind of all about delivering the right message. When you’re reading out to leads, you want to give them exactly what they need to hear to get them on the hook to talk to your sales team. When you’re talking to prospects, communicating differentiators becomes a top priority. Even with current customers, your internal communications team might be reaching out about new features or planned outages. And what probably won’t work? Telling your leads about outages and your customers to go talk to your sales teams.
If those messages to your leads are perfectly crafted for the exact right people, bigger pipeline and more opportunities will closely follow.
Once you’ve identified the right people, it’s time to actually hit them with the right message. This is where marketing automation truly shines. Gone are the days of manual spreadsheets or simply guessing. Use Net-Results’ deep database segmentation capabilities to focus your campaign messaging and emails with an endless range of possibilities.
The right time:
Marketing automation is crucial for any marketing strategy because of that final piece of the puzzle: timing. Imagine this: you send the right email at the right time but — oops, you didn’t actually find out that they were on your website until months later and they’ve already signed on with your competitor. It’s a heartbreaking story to any Revenue team’s ears. Marketing automation includes email marketing — plus all the stuff you actually need to make email marketing work.
We’ve talked about how marketing automation is all about timing, but in case you missed it: there are only 2 reasons to even use marketing automation software.
- To identify the prospects whose timing is changing to your advantage (and you can sell them something)
- To build a relationship with the prospects whose timing is yet to change (so they think of you as a great solution when their timing does change). If you’ve never heard it put like that – that’s exactly our point.
Marketers can sometimes get lost in the sauce of the creative side of the work, but the magic happens when strategy and creativity meet. That’s why the data provided by your marketing automation profile is so important: it allows you to focus on the campaigns, leads, and emails that really move the needle. ANo more stuck-in-the-mud, spinning marketing wheels.
Why is marketing automation crucial to any marketing strategy? Because your marketing success depends on your ability to deliver the right message to the right person at the right time.
Ready to learn more about how marketing automation can help your business? Schedule a no-pressure 20-minute chat with our Product team.