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Nearly every business these days is looking for the next great way to shorten their sales cycle and lighten the load on their often overloaded sales teams. At the same time these businesses are seeking to maintain or improve their ROI while also hoping to increase revenue. For businesses striving to attain all of these goals there is only one right answer: marketing automation.
Marketing automation focuses on automating the process of converting leads into customers by automating certain steps in the process, such as: demand generation, lead management and lead communications, along with many more processes depending on the exact system being used. For marketers and salespeople that are new to marketing automation the concept of automating all of these crucial parts of their process can be a little daunting and even a little scary.
That’s where we come in. In this article we’re going to discuss some basic ways that you can evaluate where marketing automation will be most beneficial to your business, without getting overwhelmed.
Let’s take a look.
Set Your Priorities
Take a good long look at your sales cycle and try to determine the areas that would benefit most from improvement. Do you struggle with lead generation? Nurturing leads? Once you’ve identified where you need a little help, focus on these areas first.
Utilize Inbound Marketing Tactics
Instead of immediately attempting to drive sales with your content, start off by crafting quality, engaging content that will grab the attention of your leads while also demonstrating value. This inbound marketing tactic will organically draw leads to your brand and give your leads a reason to keep coming back to you.
Think About Already Automated Tasks
Many companies already utilize some form of marketing automation, such as automated email schedules. Identify these tasks and ensure that they are the first tasks incorporated into the new marketing automation system. This will ease new users into the system while also freeing up time for more creative and useful endeavors.
By narrowing the focus of your fledgling marketing automation initiative you can mitigate some of the fear and uncertainty that accompanies anything new. The truth is that bits and pieces of marketing automation have been commonplace in offices around for years, the new era just takes it a step further. Just remember, at the end of the day the system is in place to make your life easier and your business more successful.