Top Tips to Make Your Marketing Automation Solution Work for You
Marketing automation has been around for a while now and if your enterprise has chosen a marketing automation solution, here’s what you need to do – review your marketing automation tool and find out if indeed it has resulted in enhanced revenues, cost reductions and improved customer relationships. And if you find your solution severely lacks in meeting any of the above mentioned elements, perhaps it is time for your enterprise to seek out a better solution suited to give your enterprise the tool it deserves!
According to a 2010 Forrester report titled “B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales,” Jeff Ernst, the research analyst, has stressed that B2B marketers need to leverage the use of marketing automation solutions effectively. He states, “Businesses have changed their buying behavior, and while the capabilities of the marketing automation platform vendors have kept pace, most marketing organizations have not advanced beyond initial stages of maturity. B2B marketers must use their automation initiatives as a catalyst for collaborating with sales to develop a unified lead management process that helps prospects move through their buying process.” Marketing teams across enterprises therefore need to ensure that their automation tool works to their advantage.
Here are a few tips that can actually help you pick the right marketing automation tool for your enterprise:
- Seek a solution that can provide you with tangible and quantifiable outcomes. It should be able to effectively save on costs while providing the best lead generation and lead nurturing abilities. This is possible when the tool can ensure improved lead conversion rates and economical means of lead generation.
- A tool that follows lead nurturing best practices would be a safer bet because such a tool would also offer continuous updates on website visitor objectives and actions.
- Staying clear of multiple systems for tracking leads is wise. Focus on a solution that can offer ways and means to facilitate email marketing campaigns such as drip marketing, etc.
- Look out for a flexible and scalable marketing automation tool that can integrate multiple CRM systems and accelerate marketing campaigns and related operations for your enterprise.
- A buyer centric solution will work wonders for your enterprise because it can ensure that your marketing and sales campaigns are customized.
Know that close to 70% of your prospects may end up buying your product; therefore it becomes a necessity for enterprises to ensure that their leads are nurtured. Here’s hoping the above mentioned tips help you in your endeavor for the best marketing automation solution.
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