Marketing automation is the perfect tool for today’s consumer audience. Marketing automation makes sense. There are several features that give automated marketing the upper hand when it comes to conversion rates (we’ll get into that in a bit), but today’s consumer is certainly web-savvy—they spend more time on the internet than they do watching TV or reading magazines. So why not reach them where they’re already going to be, right?
Behavior-based lead scoring
Companies benefit from choosing marketing automation in that the potential customer’s behavior is tracked and scored. No need to manually track click-through rates from Google Analytics, your software is already doing that for you. Marketing automation tracks your leads and generates profiles based on their online behavior. This information warms the leads automatically for the sales reps. How awesome is that? No more shots in the dark, no more cold calling. Read more about how this is helpful for small business owners.
It’s not just for scheduling; it’s for maintaining a conversation
Automation is so often misunderstood as simply a means of scheduling. Sure, scheduling happens, but more importantly using marketing automation includes complex analytics that capture the behavior of your potential customers, scores it for you, and therefore helps maintain a relevant conversation that closes the lead. The important thing to note is that, although it sounds like kind of the opposite, automation actually helps to keep the personal touch in your interactions with leads. Automation supplies enough relevant information to take the relationship to the next level by offering products that the lead is already interested in. Of course, this can be done manually, but automating this relationship-building process saves so much time for your business, allowing your employees to spend their time closing the leads rather than researching them.
The bottom line is a higher conversion rate. These rates are ultimately a result of a system that creates highly targeted and personalized efforts, utilizing conditional logic. This means that once you reach out to your lead it is not in an unsolicited manner (such as a spammy email campaign). What good is your analytical data if you don’t utilize it in future lead generation endeavors? Marketing automation makes this process a breeze.