Each new implementation within the company revises its functioning. Marketing Automation implementation transforms the process of lead generation and servicing, as well as the mode marketing and sales department work. It allows for beneficial cooperation between them, as they finally can function in common environment and within the same data base, which benefits efficiency and experience of both.
It looks as if in many businesses, marketing and sales departments work totally separated from each other. They perform their work focused on their own basic objectives. They also seem not to happy, observing the other department take advantage of their work or even when being supported. This is one of those problems Marketing Automation can successfully solve! Beside obvious automation, the systems were created to merge both departments, having similar purposes but often working totally independently, missing company potential.
Marketing and sales should have same, clear focus – to increase revenue. Both departments communicate with clients and potential clients in a different manner, thus gather various knowledge. Unfortunately, occasional interchange between them, makes sales department left with as little knowledge about received contacts as their name, surname and phone number. On the other hand, marketing department does not get information about what client should pick up or hear before he gets to sales department.
Four quickest benefits of Marketing Automation implementation.
Implementation of Marketing Automation not only enables collaboration and partnership but helps them to accomplish their targets. Utilizing new tools, both departments immediately find out business benefits listed below:
1. Generating best possible leads
Contact identification module on www page make sales department recognize and generate contact in the early stage of purchase process. Next, system automatically separates and files contacts basing on their behavior, monitors their engagement assigning the scouring and monitors their behavior in multiple marketing channels. Thus, marketing and sales departments gain access to much richer data base, which contains consumer declarable and behavioral data. This allows to recognize what action should be taken with the contact: education or sales already.
“Businesses taking advantage of Marketing Automation experience an increase by 451% in the amount of qualified leads – The Annuitas Group”
2. Data base quality and productivity increase
Marketing Automation systems consist or are integrated with CRM tools, thus the data is permanently updated between them. Actions performed with Marketing Automation SALESManago makes contact profiles updated online and enriched with new behavioral and transactional data. In addition, the system erases inadequate and inactive email addresses, what helps to keep the base updated and maintains interests of our clients and potential clients in our offer.
3. Marketing campaigns higher effectiveness
Another benefit of Marketing Automation is better quality leads and data base, which is fundamental for our marketing activities. SALESManago allows to perform marketing actions through multiple channels and in each of them we may dynamically tailor content to the profile of particular receiver and conduct it in a suitable moment. Moreover, we may automatically activate educational programs for contacts not yet ready or prepared for talks with sales department, while those ready ones instantly pass on to appropriate sales person. The better our communication tailored to consumer needs, the better results are to achieved.
4. More effective sales process
Marketers working with systems dedicated to automation of marketing and sales activities, gather really valuable knowledge for sales department. First of all, they support sales, educating potential customers and passing them on to sales department only when they are ready for that. Secondly, data collected by Marketing Automation can be provided right to the sales person CRM. Sales person sees scouring of the person he is to talk to, process and history of the visits on business www page, which email message has been read and has much more engaging information about potential customer. Besides, Marketing Automation can automatically send sales alerts, what notifies sales department about the necessity to contact client, who just reached purchase readiness status. Now sales reaches for potential client they ‘know’ and it is in the exact moment he ‘wants’ to be contacted.
“47% of contacts prepared by Marketing Automation make higher value purchase than those not prepared – The Annuitas Group”
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