Mr Abhishek Maity, the Founder and Director of Adbuffs, embarked on the dawn of his journey to empower the DTC brands of India for their holistic digital marketing needs. Technology has always been the backbone of development and prosperity. However, the Indian DTC market was missing out on real performance marketing. The other marketing agencies focused merely on dashboards and podiums instead of brand creatives, messaging and overall marketing. Abhishek Maity, an Engineer with Btech in Chemical Engineering, a Jadavpur University alumnus with a rich experience of more than half the decade, has been working arduously on the DTC brand’s portfolio. Eventually, enabling them to create an impact on their perspective customers and measure exponential growth. His deep compassion towards the world of Performance Marketing as a whole propelled Adbuffs, a streamlined Digi-tech marketing company with a mission to provide their client’s brand with the best possible strategies to overcome the hindrances and keep their business running profitably, especially inclined toward Integrated Performance Marketing with both Content Team built in-house.
Marketing automation can aid your company’s success. True, but so can a variety of other factors. So, why should you use marketing automation? What are the multiple benefits of marketing automation brings to your company?
To start with, marketing automation works. According to research, marketing automation increases sales productivity by 14.5% and reduces marketing overhead by 12.2%. Further investigation of the data yields even more compelling figures for small businesses: According to another study, companies that use marketing automation to sustain potential customers are seeing a 451% increment in qualified leads. Those nurtured leads make 47% larger purchases than their non-nurtured equivalents.
According to research, marketing automation is beginning to grow the fastest, even inside the CRM space.
The Advantages of Marketing Automation
The numbers don’t lie: automation can help commercial enterprises achieve higher marketing ROI and overall growth. Following are how marketing automation can benefit your company:
Improve your lead generation
Lead generation is a critical step in the growth of any business. By automating the numerous steps between marketing and sales, your team will have more time to concentrate on organizational vision and nurturing leads with real promise. This eventually converts to more prospective customers.
Marketing automation can also provide you with a more comprehensive picture of potential customer behavior.
Marketing automation software can assist your marketing team to understand prospects’ interests and where they are in the buying lifecycle by using behavioral tracking methods such as observing a user’s path through your website. Following that, the follow-up emails can be tailored to those insights.
Assume a specific customer is researching a broad collection of products. This could indicate that they are in the early stages of the buying process, exploring and comparing options while compiling a short list. If they eventually download white papers on particular products, it could indicate that they have narrowed their focus and are ready to speak with a salesperson.
Bringing together data from various touchpoints, such as website visits and downloads, social media activity, and direct marketing, allows for automatic lead scoring, qualification, and prioritization. This, in turn, can fuel more comprehensive marketing campaigns like:
- Marketing messages based on triggers
- To maintain interest, send out infrequent “drip-feed” emails.
- Personalized emails
- Messages on Facebook or Twitter
Lead nurturing
Lead nurturing can be difficult and time-consuming. When it comes to sales, being able to guide a lead along the journey is certainly worth it, though not all of your prospects will convert. According to market research, 50% of the leads generated by businesses are qualified but not prepared to buy right now.
That can present a problem for a small business: you know approximately half of your leads are eligible but still require nurturing. However, with a small sales and marketing team, you can’t afford to keep continuous track of half of your leads. Computers were created for this very purpose: to do the tasks that humans simply do not have the time to do. Marketing automation can be beneficial.
Personalizing the customer experience
Personalized content is essential for nurturing leads. 77% of purchasers want different, relevant content at each step of their research, according to market studies. Marketing automation tools make it easier to deliver the right information to the right purchaser at the right time. They also collect information from all that content: What emails do customers open and click on? What social media posts are performing well, and how are they converting to website traffic and other user actions? Are mobile messages motivating people to engage? These, and many other questions about your content marketing strategies, can be answered using automated data capture.
Data collected by a marketing automation system is also extremely useful for qualifying leads before passing them on to sales. A good automation system captures and processes visitor data in two ways to trigger automatic routing of potential leads to the right sales reps: lead scoring and lead grading.
Better data for more informed decisions
Everyone seems to be talking about “big data” these days, but few businesses understand how to collect and use it. Marketing automation enables you to embrace big data with ease, accumulating valuable intelligence at scale and adding it to immediate use.
Marketing automation platforms are the most satisfactory solution for measuring campaigns and predicting consumer behavior on a small business budget because they provide a single platform for dashboarding and predictive analysis, closed-loop reporting, and data collection and storage. One of the many advantages of using a marketing automation platform is the capability to create a more comprehensive view of your prospects than ever before. A/B tests marketing assets to discover the most effective techniques and understand fully how sales and marketing affect the bottom line.
Bring sales and marketing together.
It’s no secret that assimilation between sales and marketing can be difficult in many organizations. But why is that? As technology continues to advance and shape the buying cycle, marketing and sales work becomes increasingly intertwined, making effective collaboration more crucial than ever.
The disparity between both the two departments isn’t always the fault of either. Dated structures and procedures are to blame. It’s natural for tensions to arise when marketing and sales use different tools to achieve separate goals. Marketing automation, fortunately, can assist by enhancing lead value, boosting sales, and automating traditionally manual processes such as lead assignment and follow-up.
Create a complete picture of your customers.
Are you ready to take marketing automation to the next level? Use it in conjunction with a customer relationship management (CRM) system. Integrating CRM with marketing automation allows you to conduct detailed behavioral tracking on your prospects, such as the pages they visit, the types of content they are interested in, and where they are in the purchase process. You suddenly have incredible insight into what your leads are interested in, allowing you to customize anything from content marketing to advertisements.
It’s not just about what marketing automation can do for your business. It also stands to benefit your customers by highlighting specific customer concerns in a multichannel, digital-first world. Your customers are constantly bombarded, making it difficult to find the solutions they need.
When customers contact your company, they frequently have a disjointed experience as they move from team to team, through channels and platforms. Marketing automation may eliminate friction by connecting teams, capturing data in an accessible way, and optimizing behind-the-scenes operations.