Don’t be deceived by the name marketing automation! It can benefit sales just as much as marketing!

Higher Value Leads

Nothing reduces sales productivity more than unqualified leads.

Marketing automation gives marketing teams the muscle they need to nurture leads more effectively. Online behaviour tracking empowers your marketing team to feed prospects the content and information they need at the right time – guiding them through their buying journey.

When a lead exhibits strong buying signals, it gets passed to sales. This process generates well-qualified leads that have displayed buying intent, meaning sales spend time in front of prospects that are actually ready to buy!

Better Lead Intelligence

It’s easy to increase productivity when you already have a 360 degree view of nurtured, warm leads.

Prospect and customer intelligence dashboards shows sales what content prospects have viewed, what actions they’ve taken, and what they care about – so you can talk to them about their specific needs.

Along with high-scoring leads being passed to you as they become sales-qualified, web site visitor tracking alerts you whenever a particular person or company visits each page of your web site. For example, you could receive an alert that a buyer you’re working with is studying a page with in-depth information about a product other than the one you’ve been discussing – leading to a whole new sales opportunity!

Better yet, many marketing automation systems integrate with most of the popular CRM systems so you can access powerful lead insights and opportunities right in your own CRM dashboard.

Co-operation Between Sales and Marketing

sales and marketing alignment handshake

Often sales and marketing teams fail to properly integrate with each other, resulting in lead leakage from all stages of the funnel.

A blended approach using marketing automation will help your both teams to work together seamlessly. The sales process begins with marketing and the same tracking methods are applied to the entire process, from start to finish in a single integrated revenue model.

Your existing leads fall out of your funnel for a number of reasons...

1. Sales is too busy to follow up in a timely fashion

Automatic sales alerts are created in your CRM as important events happen, so you can immediately take action. Furthermore, a marketing automation solution qualifies your leads so your sales team can identify and prioritise the hot leads and stop wasting time on others.

2. Sales can’t reach a lead so they give up after a couple of contact attempts

A marketing automation system allows sales to simply pass the lead back to marketing who automatically continue to nurture them until the opportune moment to engage again.

3. Your lead says not yet and a sales fails to follow up at a later date

A marketing automation system will automatically keep in in touch with them, building a relationship and keeping your company front-of-mind.

4. Your lead doesn’t say yes or no so it drops out of the loop altogether

A marketing automation system will automatically continue to communicate with them to further convince the prospect and convert them into a good sales-qualified lead when they are really ready.
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