Back to Basics – Marketing Automation; The Whos, Whats and Whys

Many people have heard the buzz about marketing automation. But what exactly is it and what’s all the commotion?

Marketing automation (MA)  refers to the crucial software and tactics that help to nurture prospects through highly personalised and useful content.

In a nutshell, marketing automation refers to software that automates your marketing for you. The end goal of which is to convert prospects into customers.

It’s an ideal marketing solution for companies, both large and small, in various sectors, particularly when executed using the right MA tools.

The 5 Benefits of Marketing Automation

  1. Nurturing Prospects
    Using marketing automation to nurture prospects that are not sales ready will increase and maintain awareness of your brand and enable prospects to self-educate themselves about your business.
  2. Generating More Inbound Leads
    Prospects will make inbound enquiries to you when they are at the right stage of the purchase cycle. And if you carefully build and control the data in your marketing automation program, the inbound leads you attract will be from the businesses you want as customers.
  3. Improved Lead Quality
    As you will have established your credibility through content (articles, white papers, guides, testimonials, case studies), the prospect will have already partially qualified that you are a good fit as a supplier. These inbound leads are usually of a high quality.
  4. Improved Targeting for Outbound Lead Generation
    The tracking and scoring functionality of marketing automation enables outbound marketing (direct mail or telemarketing for example) to be targeted on prospects that are warm, but have not made an inbound enquiry.
  5. Converting More Leads to Customers
    Gain from shorter lead cycles as inbound leads are generally closer to the point of making a purchase decision and already have an affinity with your business.Benefit from increased sales lead conversions as the prospect will have already undertaken research into your business before making an enquiry, so there is less work to establish your credibility.


Do I Need Marketing Automation?

There are numerous myths regarding marketing automation, many believe that implementing a marketing automation system will make their role irrelevant, but that’s simply not the case. The truth is that it will actually make you more effective, by freeing up some of your time, and helping you to reach your goals faster. Almost every business can benefit from the features of marketing automation, so it’s less of a question of ‘do I need it?’ and more of a question of ‘when’.

What Happens Next?

The prime goal of MA is to generate significant new revenue and gain an excellent ROI. In order to accomplish this, you need to drive traffic to your website, convert that traffic into leads and close those leads into customers. You’ll find marketing automation really makes a difference in regards to the conversion and closure stages of this process.
The is best managed by an integrated marketing agency who will work on your behalf to deliver targeted, results-focused lead nurturing, lead generation and business marketing services.