Marketing automation has a focus on moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and receive targeted content and messaging, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.
What is Marketing automation?
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automates repetitive tasks.
Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
Benefits of marketing automation
If you thought, Marketing automation has nothing too exciting to scream about, think again. Marketing automation does a lot more than you expect. And the plus point, it does it neat and efficient. To mention a few things that a marketing automation software does for you are:
- Help to align Marketing and sales: Successful implementation of a marketing automation system ensures to increase communication between the two key departments i.e. sales and marketing. It also maintains transparency between these two departments. Marketing automation provides a platform that helps in aligning and streamlining all marketing processes like customer segmentation, customer data integration etc. It does ensure that a good quality and quantity of Leads are being funneled to your Sales representatives.
- Give you a fair idea about what’s working and what’s not: Marketing automation system gives a clear insight and detailed analysis of what part of the chain is working and what isn’t. It also facilitates a marketer to make desired changes in the system at any point of time at any stage to leverage results. When all of the marketing tasks are automated, it becomes dead easy for a marketer to make these changes, which is not the case in the manual system.
- Reduces operating costs: This is by far the most attractive of all the benefits of implement a marketing automation system. It helps an organization decrease costs and increases efficiency. Automating the process of generating qualifying/routing leads help reducing labor cost and when the sales team get to focus only on quality leads or qualifying lead, it increases their efficiency.