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Need for marketing automation solutions 

Marketing Automation tools can help marketers to read their prospect’s mind, analyze their behavior and draw logical conclusions, thereby helping them make more informed marketing and sales pitches.

 

 
 
Tags:  Lead nurturing  Marketing Automation tools  Marketing Automation solutions  Lead management software  Lead scoring 
Views:  138
Published:  December 21, 2011
 
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Slide 1: Need for marketing automation solutions In continuation to the previous article, here are some more reasons to opt for marketing automation solutions. Understand Prospect Intent Reading a prospect’s mind would require years of sales and marketing experience limiting to only those prospects that might speak or meet in person. In an age where prospects are well researched and armed with information about a company as much as the marketer is, the only differentiator in clinching that deal will depend on how informed the marketer would be about the prospect’s needs, which is no small feat. But it is important, nonetheless, to ensure that the prospect comes to the negotiation table. By knowing prospect intent marketers can customize their marketing activities, lead nurturing programs and sales pitches to ensure a warmer response than a cold call/email which just sells. Marketing Automation tools can help marketers to read their prospect’s mind, analyze their behavior and draw logical conclusions, thereby helping them make more informed marketing and sales pitches. Bridging the age-old divide It is a proven fact that sales and marketing can rarely think alike and this misalignment might prove expensive for the organizations. Reasons could be lack of communication, mismanagement of leads and expectations, untimely responses to prospects’ requirements, lack of common processes and strategies that enable to achieve the common goal of increased sales revenues among others. Marketing Automation is seen as the most promising solution for this persistent problem within organizations. The solution requires the organization’s marketing and sales teams to define a good lead, which becomes the base criteria for scoring and qualifying Leads. This has to be a joint effort and once this common definition is in place, it helps in stopping the blame game – at least as far as the quality and qualification of leads go. Also, marketing automation tools provide both sales and marketing with more specific information about their end customers, which helps them in focusing their respective energies in customizing their pitch, ensuring better returns for both. Having common data to look at, pursue and measure against, ensures a smoother run for the warring departments.
Slide 2: Enhance ROI Marketing company offerings requires a considerable budget, but often organizations find it difficult to measure the ROI on their investments, irrespective of how they measure it, against the number of leads generated or the brand value created. If a company spends a major chunk of the marketing budget on online marketing then marketing automation tools can be the ideal solution. This tool help marketers measure the effectiveness of marketing channels which generate leads through the website. So it not only helps marketers to evaluate the marketing activities yielding the maximum results but also identifies channels which are popular with the target audience. The tool also helps optimize the marketing spend by helping them focus resources on channels that gives the maximum benefit for the invested money. Another important factor that works in favour of Marketing Automation solutions is that they are CRM friendly and can integrated to existing CRM systems making them more effective. According to Gartner, B2B marketing automation is predicted to become a more than $3 billion industry by end of 2011. This means scores of organizations across the world will be adopting this tool, which proves that marketing automations will soon become a necessity to all B2B companies. Click here to read more on:- Lead management software, Lead scoring

   
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