Marketing Automation Myth #3: It’s Not for Sales
The Truth: Marketing automation fuels sales.
A common misconception surrounding automation is that it will only benefit the marketing team – while sales will be left with yet another system to get their head around.
In reality, marketing automation acts like a bridge between the two departments, and may even benefit sales more than marketing.
Let’s take a look how:
Higher Value Leads
Not everyone that visits a website is a ready to speak with sales, and not everyone that downloads a piece of content is a qualified lead. In fact, most leads are passed to sales far too quickly. And 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.
Leads are then qualified by their “lead score” which increases a prospect’s score based on their behaviour and demographics. This assigns priority to different accounts and helps segment real opportunities from the mass of other downloads that occur on your website. 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!
Be Around at the Right Time
Talking to a sales representative is not the top priority for a prospect doing research, so timing has to be impeccable if you want your outreach to be seen as beneficial and relevant.
Marketing automation updates a prospect’s profile based on their online activity. For example, when someone downloads a certain form, requests information from your website or exhibits other buying signals, the automation software will note that behaviour. It will also alert sales representatives that the time to make a call has arrived – helping to decrease lead response time.
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.
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!
Co-operation Between Sales and Marketing
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.
Marketing automation supports the sales cycle, ensuring sales teams have access to more quality leads and detailed tracking and activity alerts. Supporting the sales team is marketing’s job and marketing automation helps them to do this more effectively.