Using Marketing Automation to Improve Your Bottom Line
If you’re like most companies, your goal is to make money. To do this, a significant marketing budget is most likely put in place to help reach prospects and turn them into sales. You have to spend money to make money, right? While this common phrase definitely holds some truth, it’s important that the money you are spending on marketing is paying off. Most companies are unaware that there is a way to still reach
customers while lowering costs: Marketing Automation. We’ve uncovered 6 ways that marketing automation can help improve your company’s ROI:
- Lead Forms
- Lead Scoring
- Automated Emails
- Personalized Messages
- More Campaigns
- Useful Data
1. Lead Forms
Having lead forms on the landing pages of your website is critical. Even more important, however, is making sure that these forms capture all the relevant information about the lead that you can get. Lead forms require users on your site to enter their information before they are able to acquire an offer, whether it’s a discount, newsletter or any form of gated content. Marketing automation allows you to capture different sets of information by replacing fields that have already been acquired, without overwhelming them with an excessive amount of questions. This information can then be used to customize information later in the process.
2. Lead Scoring
Marketing automation can help improve your sales team’s workflow through lead scoring. Lead scoring is the process of assigning points based on certain actions to leads to assess how qualified they are. The more qualified leads will be passed to the sales team, while the others will continue to be nurtured until they’re ready to purchase. This part of marketing automation increases the efficiency of the sales team by allowing them to spend more time with leads that are ready to purchase instead of those who aren’t as far along in the process.
3. Automated Emails
While the sales team works on the qualified leads, it’s still important for the marketing team to nurture the other leads who haven’t reached that point yet. Marketing automation allows you to create automated email campaigns designed to move leads down the sales funnel. The goal of the emails is to increase prospects’ lead scores and help them become qualified.
4. Personalized Messages
Based on the information you’ve collected from your leads up until this point, marketing automation can help personalize the messages you’re sending out. Creating content specific to what your potential customers are looking for is critical in turning them into a sale. Additionally, personalizing a message can help improve your company’s rate of conversion.
5. More Campaigns
Marketing automation enables companies to run more campaigns than those who don’t use automation. Running more campaigns allows the company to reach more of their potential customers and thus provide the sales team with more qualified leads.
6. Useful Data
One of the main benefits of marketing automation is that it collects all the data and stores it in one place. So, companies can easily analyze, monitor, and make decisions off the data of their leads.
Additional Benefits of Marketing Automation
While increasing your ROI is definitely an upside of marketing automation, there are many other perks a company receives as well. Four of the most popular benefits include: improved workflow and efficiency, more personalized data, better customer experience, and more loyal customers. We’ll discuss each of these below.
- Improved Workflow and Efficiency: As mentioned earlier, lead scoring allows the company to focus on prospects looking to purchase from your company. This means that you’re not wasting time on leads that aren’t ready to make a sale. By focusing on the right leads, your company enjoys a shorter, more efficient workflow that converts more leads through marketing automation.
- Personalized Data: Not only do you collect a lot of data with marketing automation, but you collect a lot of personalized data that enables you to make more informed decisions. Through marketing automation, you can see what’s working and what needs improvement, which customers are ready to purchase, and even which web pages are more engaging.
- Better Customer Experience: The data collected through marketing automation allows you to customize your message to what your potential customers are looking for, creating a better, more memorable experience for them. A strong customer relationship creates repeat customers later on down the road.
- Loyal Customers: As the customer experience grows, so does customer loyalty. Marketing automation allows you to learn why your customers were unhappy so you can fix it and prevent it from happening again in the future. It’s also cheaper to maintain existing customers than it is to try and gain new ones, creating an incentive for companies to build loyal customers.
Are you getting the most out of your marketing automation?
The benefits of marketing automation make it difficult to ignore if you haven’t implemented it already. What else can provide you with a customized message, lead scoring, increased conversions, and more loyal customers all while lowering costs and improving ROI? Whether you are looking to incorporate marketing automation into your business or want to get more out of the system you already have, Biznet Digital can help. Check out our marketing automation page to see how we can assist you today!