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These days it seems like everyone is talking about marketing automation. It’s the new technology for managing sales and marketing, and it’s quickly becoming an integral part of nearly every business’ day-to-day operations.
The thing that makes marketing automation so special is its ability to bridge the gap between sales and marketing departments. For years these two departments were separate entities both pursuing one goal – turning website visits into sales. Now marketing automation allows them to work together towards this goal in a way that has never been possible before.
Here’s just a few of the ways marketing automation has changed the process of closing a deal.
1. Knowledge is Power
When it comes to sales there are few things more valuable than information. Now, marketing automation allows you to collect loads of information on a potential customer any time they visit your site. You can collect information like location, title, company, phone number, even their potential budget all without ever speaking to a prospect.
The way to do this is by providing content that is valuable enough to convince your prospects to trade their information for it. Once they give you the info you can automatically feed it into your CRM system and ensure that your sales team is one step ahead of the game.
2. The All-Important List
Most marketers are aware of how important an email list can be, but did you know that list segmentation can make your list even more powerful? Use marketing automation to collect information from customers on your website, then use this information to break customers down into segmented lists based on their interests and online activity. This allows marketers to provide custom content tailored to individual customer’s needs, and also eliminates leads that aren’t going to go anywhere. This increases the marketers effectiveness and drives conversions.
3. (Almost) End Cold Calls
To the chagrin of many salespeople cold calls will continue to be a part of the sales process for the foreseeable future. Yet marketing automation can drastically reduce cold calling by providing the customer the chance to indicate that they’re ready to buy. These warm leads can be converted much more easily, so salespeople don’t have to keep worrying about chasing cold, dead-end leads.
4. Shorten Your Sales Cycle
Marketing automation allows you to glean insight into your customers that enables you to provide the right materials and information at the perfect time to help increase sales. Using data collected through marketing automation and CRM, your sales team can significantly shorten the sales cycle and convert leads at a much higher rate than in the past.
Marketing automation can be a daunting prospect, but it’s not going anywhere. Initial adoption can seem like a rough proposition, but once marketing automation is fully implemented you will be amazed by how much easier it can make your sales and marketing processes.
Start using marketing automation now and take advantage of its amazing benefits. If you have any questions about marketing automation just drop us a line in the comments, or contact The Mission Suite to learn more about optimizing your sales and marketing using marketing automation.