Everything you need to know about Marketing Automation
It’s not possible to do marketing automation with email service providers. ESPs send emails and offer modest analytics, whereas a marketing automation platform can track exactly where contacts have traveled through a website, score these behaviors, and automatically provide relevant, targeted content based on those behaviors. A marketing automation platform provides an end-to-end picture of the customer journey, from first interaction to conversion and beyond.
Customer Relationship Managers (CRMs) - like SalesForce, Sugar, and Zoho - mainly serve as organisational tools for tracking marketing and sales communications and housing data on prospects, leads, and customers. Simply put, a CRM does not generate leads or help convert them to sales. Marketing automation, on the other hand, provides a whole suite of tools for generating and qualifying leads, and converting them to sales. Marketing automation and CRMs work very well together, as they each offer specific functionalities. The platform comes with a CRM built into the platform, and it also integrates easily with third-party CRMs.
With marketing and sales efforts growing increasingly interconnected, clear communication and visibility between departments has become more critical than ever. Unlike CRMs and other traditional management tools, marketing automation offers a whole range of capabilities that help improve communication between teams and maximize productivity - so you can get the most out of your efforts, in one easy place. Marketing automation uses forms, behavior tracking, email automation, lead scoring, sales notifications, analytics, and more to feed leads into the sales funnel, and then it optimizes the sales cycle by tracking leads closely throughout the journey.
A marketing automation platform will send follow-up emails based on a lead’s activity, allowing you to deliver the right content to the right person at the right time.
Example: A lead visits a particular product page on your website three times, indicating that he or she is interested in making a purchase. At this point, the system sends the lead an email (which was pre-programmed to send upon the lead’s third visit to that page) offering a discount on that item, and he or she moves further down the pipeline.
The platform notifies salespeople of leads’ activities, so they can be ready at any moment to turn a lead into a sale.
Example: Your client operates an apartment community and has unoccupied one-bedroom units to fill. By setting the platform to notify a salesperson as soon as a lead has visited three pages about one-bedrooms, you can ensure that salespeople are spending most of their time targeting leads who are likely to convert.
Every business needs to do some form of marketing in order to survive. This platform is extremely affordable. You may be spending thousands of rands on a PPC campaign that is only driving a handful of leads, the platform will identify the issue and help you redirect your budget toward productive campaigns.
With the robust set of features and easy integration capabilities, you can consolidate all of your existing data and operate from a single, affordable platform. By replacing multiple apps and contracts like MailChimp or Constant Contact subscription, you can find the budget for marketing automation and provide more value for your money.
We also help you evaluate your processes and see how the platform can help automate frequently repeated communications. By setting up a series of drip campaigns and emails for new customers, you could relieve staff cumbersome tasks, freeing them up for client service tasks that cannot be automated.