How to use marketing automation to increase sales and marketing ROI?
Successful email marketing, demand generation, and lead management processes hinge on a modern strategy closely aligned to buyer needs and expectations across all phases of the buying process. Using a wide spectrum of digital channels, today’s buyers employ an extensive network of tools and resources to make the most informed purchase decisions.
The Modern Marketing era is driven by the self-educated buyer who marketers must engage to achieve a relevant, targeted, and value-based customer experience. Marketers are increasingly enhancing their understanding of how data can fuel the delivery of meaningful interactions. This access to vast sources of information that marketers are applying to execute and achieve more refined marketing simply can’t be gleaned manually.
Buyers demand and deserve value-based interactions across all points of engagement. More importantly, timing and relevance are critical factors for content delivery and sales engagement. It has become a mandate to tailor content aligned to the buying process in a manner that demonstrates how your solution or services can help prospective buyers address their challenges and objectives. People have no interest in being inundated with product specs. They do, however, seek informative interactions to support their search.
Marketers are leveraging the power of marketing automation to refine, target, and optimize program initiatives, including customizing content and automating communications. Marketing automation technology empowers marketers to improve their knowledge of buyer behavior and understand how it plays out in campaigns.
With the ability to manage, report, and automate the moving parts of a campaign with marketing automation technology and expertise, leading organizations are aligning marketing to sales, powering revenue performance, and fueling overall business growth.
B2B marketers who implement marketing automation software increase their sales pipeline contribution by an average of 10%, according to Forrester Research.