If you haven’t looked at marketing automation technology recently, you may not recognize the place. There are now over 215 marketing automation solutions on the market and the rate of marketing automation solution and innovation adoption shows no sign of slackening. The question for marketers isn’t so much will marketing automation technology have an impact on your business as it is which trend is the best fit?
Consider these statistics:
In “The Hype Cycle for Business Intelligence and Analytics, 2013” Gartner reported that predictive analytics was poised to reach mainstream adoption in 0-2 years, or about right now. Here in 2015 we believe that insight-oriented diagnostic analytics and foresight-oriented predictive analytics will ensure marketer success.
Robust, predictive models help marketers eliminate guess work based on trends they identified using data. Eliminate guess work by answering questions like these:
Data driven decisions help marketers launch and execute winning campaigns.
Let us know the best practices you follow when using data driven decisions.
Multi-channel Marketing is the ability to interact and engage potential consumers across platforms in real-time — website, Facebook, etc. Marketing automation tools make it possible to personalize this interaction, the ultimate expression of “reach out and touch someone”.
Here’s an example. A company sells laptop computers for home and office use and Karen, a prospect, visits their website, adds a mainstream laptop with a high end graphics card to her cart, gets as far as billing and shipping details, but does not complete the order.
In a situation like this multi-channel marketing could:
This sequence of events can be customized based on the persona “Karen” is associated with in the marketing automation platform.
While highly effective, multi – channel nurturing is woefully underutilized. Here are some of the challenges marketers face when it comes to developing and executing these campaigns.
Multichannel marketing makes it virtually impossible to lose a customer due to their distraction or a technical glitch just before a purchase. This is a powerful concept that helps marketers target the right personas with personalized content at every step of their buyer’s journey.
Do you think this trend will help you improve conversions and target your prospects better?
Lead Quality. It’s typically where sales and marketing have their falling out.
When implemented correctly marketing automation platforms change the ways sales and marketing teams perceive each other. Well-structured, well-documented lead scoring for various personas, channels, etc. help bring marketing and sales to the same conversation.
A constructive dialogue between the teams ensures “qualified” leads are converted, there is no leakage and leads that are not “sales ready” go back for a tailor made nurture andr future qualification.
Are you plagued with disconnect between your sales and marketing teams when it comes to lead qualification?
All our data points in one direction – marketing automation is becoming smarter, more personalized, and more accessible. It’s going way beyond the basic batch-and-blast email tool of yore.
Use the comment box below and let us know your thoughts on how marketing automation can transform business.