For those of us in the marketing world, marketing automation is a familiar term. You may not be using it yourself (yet), but you’ve likely run across it in your day-to-day.
When I tell people outside of the marketing world what I do, I’m often hit with a quizzical look or a blank stare. On occasion, they get out a “what is marketing automation.”
As a result, I have had plenty of practice refining how to describe it to a layperson. And as with most things in sales and marketing, the best description is often a series of questions.
So, what is marketing automation?
Let me ask you this:
If you knew exactly which emails, web pages, and digital marketing assets your prospect had interacted with, would your conversations with them be more targeted and effective?
(The answer is “yes”)
If you could attribute a numeric value to these key buying indicators, and use this information to prioritize your outbound sales and marketing efforts to target those whose behavior was most promising – would you be able to close more and larger deals?
And would your marketing be more effective if you were able to deliver personalized emails and marketing assets dynamically in response to user behavior, rather than an arbitrarily chosen time and date (Tuesday at 7 AM?), would that result in better lead qualification?
That’s marketing automation.
The act of making better use of data to optimize how and when you communicate with your prospects, to improve their experience, close rates, and revenue generated.
Do I need to invest in an all-in-one marketing automation software to achieve my desired results?
Not necessarily. While Act-On (our personal favorite), HubSpot, Marketo, and the like offer convenient all-in-one packages, you can assemble a marketing tech stack from various specialty tools.
Your primary consideration will be whether or not the savings or enhanced functionality justifies juggling a series of tools that likely do not directly integrate.
If it’s close, you’re probably better off going with one of the larger players in the space.
Ready to see how marketing automation can amplify your business, or want to discuss which provider is the right fit? Schedule a free consultation call with our team today.