How many times have you sent an email at the last minute, forgotten to update your social media posts, failed to create a landing page, or missed another key lead follow-up opportunity?
In today’s competitive marketplace, marketing automation software can give your organization a critical advantage over the competition:
- Only 3 out of every 10 leads are immediately ready to convert.
- It takes an average of 7 touches to convert the remaining leads from a “suspect” to a “prospect.”
Monitoring the status of all your leads and following up at the right time with appropriate contact can be a serious drain on your organization’s resources. Most organizations turn to their CRM to run their marketing activities or resort to using a patchwork of individual email marketing, social posting and CMS tools. Unfortunately, this approach is not only inefficient and complicated, but also makes measuring ROI next to impossible. The result: organizations fail to effectively nurture their leads, missing out on key opportunities and wasting resources.
Marketing automation software is an easy-to-use cloud-based platform that streamlines the lead nurturing process, making your job easier:
#1: Deliver the right information to the right people at the right time.
According to a survey, 85 percent of tech buyers report needing to encounter at least three pieces of content before engaging with a solution provider. (Source: Act-On) And it’s not just B2B’s that need to get the right information into the hands of decision makers. Whether your organization is a small business targeting local customers or a non-profit seeking to grow its donor base, marketing automation software delivers important information at the right time to the right people.
#2: Schedule marketing campaigns weeks or months in advance.
Say goodbye to time consuming, ad-hoc marketing with intelligent, adaptive scheduling. Marketing automation software tracks all your leads from a single platform for increased efficiency. Schedule emails, social media posts and direct mail drip campaigns weeks or months in advance. Your marketing and sales teams will receive automatic reminders to follow-up based on lead status and other key changes, such as a new title, location or product/service request.
#3: Shorten the sales cycle.
During the last five years, the average sales cycle has become 22 percent longer, typically with three or more decision makers participating in the buying process. (Source: Marketing Sherpa) Marketing automation is essential to shortening this cycle. Lead ratings, easy-to-use lead touch point measurements and data visualization ensure your organization always knows the pulse of your clients. When they’re ready to make a purchase, your organization is right there.
#4: Upsell with status-based follow-ups.
Once you’ve landed a client, the marketing and sales process doesn’t end there. Automation makes it easy to send status-based follow-ups for upselling and client management. For example, if your client purchases product “X”, marketing automation software can be scheduled to send a follow-up email message, direct mail or phone call recommending a complimentary service or product – so key opportunities don’t fall through the cracks.