In today’s B2B business landscape the traditional methods of direct mail, exhibitions and print commercials leave no impression in the lead’s mind. These methods have been replaced by email marketing initiatives, search engine optimization, webcasts, etc.
To ensure these lead generation initiatives work well, marketing automation solutions can be used. Usage of these solutions will ensure that the sales team is getting only good qualified customer leads.
Marketing automation can maximize the effectiveness and efficiency of marketing promotions and campaigns with the added benefit of lower costs.
Major benefits of marketing automation software are:
Acquire Lead Business Intelligence
Marketing automation tools help track lead activities on web pages and hence marketing campaigns can be planned strategically based on the prospect’s needs and priorities. It also helps to plan for campaigns on social media sites so that they can reach out to the target audience effectively.
Reduced Overhead Costs
With the help of marketing automation software marketers can eliminate costs off manual marketing campaigns. Analytics derived from the software can be used to launch and execute online marketing initiatives swiftly and more efficiently. In case paid campaigns, they help plan and run campaigns on a scheduled basis.
Enhanced Workflow
Marketing automation software helps to eliminate monotonous activities and enhances the productivity of the Sales and Market teams. With automated email marketing workflow and SEO workflows, one can efficiently plan and execute campaigns in a timely manner.
Increased Flexibility
The lead generation metrics and analytics derived from the marketing automation software helps teams to be better prepared respond to change in market environment quickly. It also enhances the responsiveness to the varying aspects of conducting B2B business.
Intuitive & Proactive Campaign Planning
Marketing automation tools help marketing teams by giving them the prospect background information they need about customers’ specific needs and wants. By using content that is target driven customers’ responses and conversion rates are enhanced. This helps to drive more leads to the website as well.
The business intelligence features will help marketing webpage optimization groups to easily find ways to increase website traffic and refine webpage content. Most marketing automation solutions can be integrated with CRM systems and their analytics features can help teams to effectively identify the right business opportunities to pursue.
B2B marketing business can profit tremendously with the inherent benefits of marketing automation tools. It helps to not just generate and nurture leads, but also aids multi-channel communication across marketing mediums.
Also read on - Lead management software, Lead scoring