How Marketing Automation favors sales departments

sales deptMarketing Automation systems and tools become more and more popular, not only among big businesses but also among those smaller, employing a dozen or so staff members. Particularly in a situation, when we have limited resources, the systems for Marketing Automation meet expectations of small businesses or even start-ups. Why is that?

First of all, Marketing Automation is a multifunction tool, allowing to cut down on the costs, while increasing the efficiency at the same time. How does automation in fact influences the sales department productivity increase? According to Forrester Research analysis, businesses taking advantage of educational – informative emails cycle, which is Lead Nurturing, generate 50% more leads prepared for sales, decreasing the cost per lead rating by 33% at the same time.

Marketing Automation is able to significantly increase the effectiveness of sales department with just a few basic system capabilities. What do we have to absolutely remember about then?

Only well prepared leads should hit the sales department

How to separate the leads which are ready for a contact with the salesperson from those which first need to be prepared accordingly for that? Marketing Automation allows to monitor: particular contacts, what the contact was interested in when visiting the WWW page, their purchase path or downloaded materials. Based on this kind of data, the system builds a behavioral profile of a particular person, together with proper segmentation. Rest on gathered information, we can select those contacts, which behavior suggests they are ready for contact with the salesperson, in much easier and effective way. In turn, based on their experience, the sales department can also help to determine what features define a contact ready for a purchase. After all, they have (often direct) contact with potential client and found on their own experience they can considerably influence the process of leads preparation from the moment of their acquisition.

Contact scoring as an engagement reflection

Lead scoring is simply a system of assigning points to a particular lead on its contact card. Depending on the degree of interest and activity manifested within particular WWW page, the system can assign various number of points, corresponding to peculiar actions. This can be: downloading materials from the WWW page, signing up for a newsletter, visiting particular subpage, for instance with the price list. Once a particular contact reaches a predefined level through its activity and engagement, Marketing Automation system can send an alert to for example sales department, with short information that this or that contact is very likely ready for further stage of a sales process. Such notifications allow the salesperson for an immediate reaction, increasing possibility to reach a client the moment he or she is highly interested in the offer.

Summary

Information collected by automation systems and available in real-time are invaluable source of proven information about potential clients. It often turns out simply essential in order to effectively pursue marketing – sales processes. Another benefit of such systems is its capability to save time for both departments, where clients’ behavior ‘by hand’ monitoring takes place. While the system collects and analyses further data about potential clients, in this time marketing and sales can perform other activities, requiring their constant attention.

SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

More information: www.salesmanago.com

SALESmanago launches powerful personalisation tool to drive eCommerce revenue
SALESmanago launches powerful personalisation tool to drive eCommerce revenue

    Developed to answer marketers’ need for increased personalisation, this new AI-driven tool empowers eCommerce teams with scenarios which create tailored customer experiences News comes as Black Friday eCommerce results highlight that 19% more interaction was created by marketers using personalisation techniques    Krakow/Poland, January 15, 2025:  SALESmanago, Europe’s leading Customer Engagement Platform with […]

SALESmanago partners with PrestaShop to expand AI-driven customer engagement reach to European eCommerce businesses
SALESmanago partners with PrestaShop to expand AI-driven customer engagement reach to European eCommerce businesses

    Channel partnership follows SALESmanago’s recent acquisition of Leadoo, as the company furthers its European Customer Engagement Platform expansion   Krakow/Poland, December 18, 2024: SALESmanago, the SaaS powerhouse with over 3,000 customers, has announced a strategic channel partnership with PrestaShop, one of Europe’s most widely used eCommerce platforms which enables over 300,000 businesses to […]

Case Study: How Subdued Scaled with SALESmanago
Case Study: How Subdued Scaled with SALESmanago

  Subdued’s ROI reached a staggering 2065%, with 50% of sales driven by automation. With automated workflows and customer segmentation in place, Subdued could focus on future expansion, backed by actionable insights from customer data.​   About SubduedSubdued, a brand for independent teenagers, started in Italy in the ’90s and now operates 130 stores globally, […]

Black Friday 2024 Decoded: Key Insights to Boost Your eCommerce Strategy
Black Friday 2024 Decoded: Key Insights to Boost Your eCommerce Strategy

    What separates Winners from Wishers? Yes, it’s data. In the high-stakes arena of eCommerce, Black Friday is no longer just a shopping event—it’s a strategic battlefield where marketing precision determines victory. This year, eCommerce brands have continued to leverage advanced marketing techniques to engage their customers, drive higher conversions, and maximise sales. Here […]

SALESmanago and Leadoo join forces to build Europe’s largest Customer Engagement Platform and drive mid-market eCommerce growth
SALESmanago and Leadoo join forces to build Europe’s largest Customer Engagement Platform and drive mid-market eCommerce growth

    SALESmanago acquires SaaS marketing technology conversion platform Leadoo as part of mission to become Europe’s number one CEP Helsinki-headquartered Leadoo will strengthen SALESmanago’s presence in the UK, Nordics and Benelux, powering eCommerce customer growth with deep insights and personalisation   Krakow/Poland & Helsinki/Finland, November 26th, 2024: SALESmanago, the European SaaS powerhouse with over […]

CMO Role Getting Too Tight? Try Being A Growth Hacker Instead
CMO Role Getting Too Tight? Try Being A Growth Hacker Instead

    by Katrin Lewandowski, Senior Marketing Director at SALESmanago   The year is 2024, and the traditional Chief Marketing Officer (CMO) role is experiencing a transformation. Prominent companies, including brands like UPS and Etsy, have moved to eliminate or repurpose the CMO position—redistributing its responsibilities to roles such as Chief Commercial or Strategy Officers. […]

Skeletons in the eCommerce closet. Which one is your worst nightmare?
Skeletons in the eCommerce closet. Which one is your worst nightmare?

    As Halloween draws near, the urgency to unveil and exorcise the lurking skeletons from eCommerce closets becomes increasingly palpable. Just as the haunted season prompts us to confront our fears, the digital landscape compels businesses to confront the formidable challenges that often remain concealed.   In 2024, the stakes for eCommerce companies have […]

eCommerce Booms and Stagnates
eCommerce Booms and Stagnates

    By Brian Plackis Cheng, CEO at SALESmanago   Commerce is fickle; it stagnates and booms. Customer journeys are non-linear. And these are the things we know for sure. Without actionable customer data and personalised journeys, eCommerce companies are losing customers and prospects, eroding their brand, and sacrificing their competitive edge.    Embracing zero-party […]