To ensure that marketers are able to target potential leads with the right messages at the right time, today’s businesses need a marketing automation software platform that can automatically tailor messaging, as well as the timing of their marketing communications to provide the optimal results. Automation provides a more accurate and thorough process than someone who may have their own agenda.
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” – Bill Gates
By having an unbiased view without personal preferences, lead data produced will end up being a more realistic reflection of each lead. Every interaction is being judged by the same criteria and will be evaluated solely on merit rather than human opinion. Leads that may not strike an individual as having potential could rate as a qualified lead when objectively considered by a marketing automation program.
Marketing automation software can also run email campaigns and track responses, which is normally a very tedious and time consuming task. If a person was managing your campaigns, they may miss out on opportunities simply due to time crunches or failure to see the potential in a specific lead. Marketing automation can organize and interpret data faster without the potential for human error.
People may have the tendency to rush through work assignments and they often miss important things without realizing it. It is only human to make mistakes, but fortunately software programs are guaranteed to do exactly what you instruct them to do. That way you can be sure that everything it is supposed to look for has been reviewed and that every potentially useful fact has been considered. An automated system can easily adapt to handle an increase in volume without an increase in cost or time. If it wasn’t automated, there would be an increase in salary and a higher probability of human error any time work load increased. Human capital is going to go up when business improves, but not marketing automation. If the company already has a smooth running operation and a clear understanding of their target market, then it only makes sense to put it on autopilot.
Use marketing automation to improve efficiency of your business’s lead generation efforts and to remove costly human error.