Connect Everything with Marketing Automation

FAQ's about Marketing Automation & Sales CRM software
I already have an email service provider. I use Mailchimp. How is this different?

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.

I have a CRM. I currently use Sales-force. What are the benefits of using maketing automation and a CRM?

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.

Will this bring my sales and marketing teams closer together?

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.

What do you mean by Behaviour-based Emails?

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.

How does the Sales notifications work?

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.

I dont think I can afford marketing automation.

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.

The challenge for many companies

This is what the typical marketing technology stack looks like. So, what’s wrong with this picture?

 Multiple Apps to learn

 Each Application has its own contract and fees

 Difficult to connect and share information

 Siloed databases - risk of duplication, old info, etc.

 Compliance is impossible (GDPR, Poppi, etc.)

 Piecemeal analytics

 Who do you call when things break?

This technology stack is nearly impossible for anyone to manage effectively.

But now...The solution

One fully integrated marketing platform

 Connected and seamless

 One easy-to-learn platform

 Unified database

 Unified analytics = end-to-end ROI

 Single month-to-month contract

 Compliance friendly (GDPR, Popia, etc.)

 Platform support

Every piece works together, helping you drive more leads and sales. All on one platform, working for you 24/7.

Marketing Automation in a Nutshell

 

Marketing Automation refers to a group of technologies that help businesses automate their marketing and sales process to: generate leads, convert leads to sales, and optimise ROI. To achieve this, the software centralises all of the features and functions that make up the marketer’s role in an organisation.

Marketing Automation allows marketers to automate repetitive tasks such as sending emails, maintaining social media, tracking website interactions, and managing various other tasks. The platform has the ability to integrate with other sales and marketing tools (CMS, CRM, social media, meeting software, etc.) to provide ONE platform for data management and analysis.

Your website is your online business showroom...

Marketing Automation is your online assistant, working for you 24/7

How Marketing Automation fits into your business

For most businesses, a website is their online shop or showroom.

However, websites have a growing problem – the struggle to attract traffic and retain customers. And the problem is getting worse: highly competitive organisations are using advanced technology to secure more of the traffic.

Marketing Automation is the technology that’s been designed solve this problem. It provides a whole range of tools to optimise the performance of your online business.

"While a website is like your online showroom, Marketing Automation is like a well-trained representative working in the showroom, 24/7"

Marketing Automation helps marketers streamline their work and get neglected jobs done. It helps sales teams close more deals in less time by identifying leads that are sales-ready.

And we can integrate with 100+ tools that you may already use.

What Marketing Automation is Not

Spammy email marketing

Marketing automation is not meant to be used as a tool to spam your contacts. Not only is spamming a poor sending practice, it also acts as a detriment to your marketing efforts in general.

A tool with a single function

Marketing automation isn’t just a fancy word for email marketing. It encompasses a suite of tools to help marketers drive more leads, convert leads to sales and optimise spend.

"Set it and forget it” solution

Marketing automation is meant to enhance & support marketing and sales, NOT become a one-size-fits-all substitute. So don’t sit back and expect it to magically achieve goals without you.

Good vs. Bad Marketing Automation

Marketing automation is all about what you put into it - there are tactics that work and tactics that fall short.

 

Bad Marketing Automation:

Bad marketing automation loses sight of your customers and prospects. Often, bad marketing automation involves sending non-targeted spammy messaging. Bad marketing automation fails to use all the customer data it’s collected to help create meaningful relationships and therefore, loses out on lots of potential conversions. All the most advanced marketing technology can’t help a cold, disruptive marketing strategy.

Good Marketing Automation:

Good marketing automation reaches its full potential when it helps move leads through the inbound marketing funnel. Your marketing automation should be dedicated to a central focus: your customers. The best marketing automation works to capture leads and convert them through personalisation. By paying attention to your engaged leads and their behaviours, you can craft targeted campaigns that meet their needs, and ultimately, captures conversions.

Who can use marketing automation

Marketing automation is truly for everyone. Companies of all sizes can benefit from a marketing automation platform

 

Startups/Micro-Businesses: If your company has a small, in-house marketing team, don’t let resource constraints prohibit you from getting the most out of your marketing efforts. Marketing automation is great for growing your contact base and managing email campaigns. Comprehensive reporting and analytics help you improve the effectiveness of all your marketing campaigns, meaning more opens, clicks, shares, etc. Our flexible and affordable pricing model is structured to help companies with restrictive budgets grow at their own pace. Also, if the platform is too much to handle in house, don’t worry – we are a specialist marketing automation agency that can help you maximise your return. What makes us different is that we assist you as an ongoing resource, guide you through campaigns, and transfer the skills you need.

 

Small & Medium Businesses: Marketing automation offers a number of specific benefits for small and medium businesses. First, it helps you monitor the effectiveness and ROI of your digital marketing campaigns, so you can find out what’s working and what’s not. Next, it automates many activities – like lead follow-up, email campaigns, list segmentation, lead scoring, etc. – saving you tons of time and effort. Marketing automation also has great tools to support drip marketing campaigns. It enables you to build quality emails and landing pages, and then track your campaigns from start to finish to see how leads are moving through your funnel.

 

Large Companies: If you are running a larger business, chances are you already have a sizeable database of contacts. A marketing automation platform can connect with your CRM to streamline your data and eliminate any cold contacts from your email marketing process. Similarly, if you’re already managing multiple campaigns and websites, automation software can provide you with powerful data on which landing pages are converting the most, which emails and posts are working best, and which content is getting the most downloads. Automated segmentation is also a helpful tool to ensure that you’re sending relevant content to your leads, especially if you provide different services or operate in different countries.

When you’re considering marketing automation platforms, you need to find the provider that best meets your specific goals and business needs. While it’s important to consider individual features and functionalities, your focus should be on finding a platform that is affordable for you in the long term, as well as scalable so it can grow with your business.

So, is marketing automation right for your business?

 

Spoiler Alert: The answer is yes.

If you answer yes to any of these questions. Then marketing automation is right for you. These questions help highlight just a handful of the many ways marketing automation can help your business grow.

Is my sales team having trouble keeping track of all our leads?

Do the marketing and sales teams sometimes feel disjointed?

Do you need a better way to nurture and maintain your customers?

Is it a challenge to discover hot prospects and quality leads?

Do I have clear visibility into how effective my marketing and sales strategy is?

Am I currently using a stack of disparate apps and software to help meet my marketing and sales goals?

Could I benefit from driving more leads, converting more leads to sales and optimising my spend?

Marketing automation can be used for virtually any type of business, large or small. Whether you’re part of an in-house marketing team or a business owner/manager, marketing automation helps you drive real, measurable results.

So the real question is not whether marketing automation is right for you and your business. It’s about how you can use marketing automation to drive growth.