Technology’s impact on marketing has been impossible to ignore over the past decade. The web has meant that buyers are undertaking research of the market and potential suppliers long before they make contact with your business.
Businesses need to be in a position to be able to attract these casual enquiries, nurture their interests, educate and enhance their knowledge, and convert them into sales-ready leads. In order to successfully facilitate these activities, businesses would benefit enormously by automating their marketing processes and then responding accordingly to the insights gained.
Marketing automation enables modern business processes that are essential to any marketing department. For businesses this includes:
- Email marketing
- Lead scoring
- Dynamic content
- Data segmentation
- Online behaviour analytics
- Marketing campaigns and tools
- CRM integration and delivery of sales-ready leads
- Lead nurturing
- Social marketing
- Webinar and event management
On average, only 20% of leads are sales-ready when they first come in which means that the residual 80% remain the responsibility of the marketing department who have the task of nurturing these contacts until they can be passed to the sales department as sales-ready leads. Nurturing qualified leads until they are sales-ready can result in 50% more sales leads at 33% lower cost per lead.