Benefits of Marketing Automation 2.0

Marketing Automation 2.0 is the next generation solution for marketing automation, providing B2B enterprises and marketers with a platform that is intuitive and responsive to the dynamic needs of commercial organizations.

Marketing Automation 2.0 solution, powered by its intelligence and analytics, ensures that organizations acquire qualified leads in their sales funnel, generate effective, customized, lead management programs, and achieve shorter sales cycles and increased ROI. It is the only platform which provides end-to-end integration, from designing the lead generation campaign to making a live connection with the prospect.

1.Increased Sales and Marketing Synergy

Sales and marketing disconnect is detrimental to the success of any organization. It not only reduces the effectiveness of the marketing campaigns run by the company, but also reduces the efficiency of its sales teams in pursuing and closing deals. Existing marketing automation solutions fail to bridge this gap because they still see the two departments passing the baton once their respective role is completed in the overall lead management process. A next-generation, Marketing Automation 2.0 solution with its process integration and Web 2.0 enabled platform makes lead management a collaborative process, ensuring real-time communication between the marketing and sales departments. Both teams gain from each other’s insights and experiences: Sales feedback helps marketing optimize its marketing campaigns, which in turn results in better focused lead generation campaigns. In addition, the common lead view helps them to take action on decisions immediately, eliminating lead-lag, and resulting in higher conversion rates.

2. Better Lead Qualification and Organizational Productivity

Lead scoring takes on a whole new meaning with Marketing Automation 2.0. Leads are not scored based on the number of items visitors download from the site, or the number of click-throughs. Leads are scored based on the online visitor’s browsing behavior and inferred intent. Scoring also includes taking into account the Individual and the enterprise’s behavior in the case of multiple people from the same company visiting the website. These intelligent insights, coupled with a common view of the identified leads for the sales and marketing teams, ensure that only the good leads which have the potential of being converted to prospects as well as closed deals stay in the system. This not only ensures a highly qualified lead lineup but also helps the organization to optimize its resources to the maximum.

3. Targeted Campaigns with Impact

Independent research has discovered that sales people need to have a conversation with the prospect within 20 minutes of the prospect visiting the website, after which the chances of successfully engaging the prospect fall dramatically. This underscores the need for communicating quickly and effectively with a lead. The analytics provided by a Marketing Automation 2.0 platform are focused and intent driven. Intelligence gathered gives a deep insight into the visitors buying process, including the stage of the decision-making process. This data enables the marketing team to create customized lead nurturing campaigns which are based on real prospect needs, rather than guess-work. Since the lead nurturing campaigns are intent-driven, they help ensure that the prospect is receiving only relevant content and emails, increasing the likelihood that emails will be read, rather than discarded. And greater lead intelligence makes it easier for the sales teams to create customized pitches. Focused lead nurturing campaigns, and tailor-made pitches result in shorter sales cycles and improved sales and marketing productivity.

4. Data Mining and Success Feedback

Companies have success stories and it pays benefits to learn from those successes so that they can be replicated. A Marketing Automation 2.0 platform captures significantly more online visitor and prospect data than was previously attainable. For example, online activity capture and behavior analysis uncovers not only where the visitor browsed, but for how long, and in what sequence throught the website. Multiple visitors from the same company can be similarly tracked, and their behavior aggregated into a separate analysis. Such capabilities enable companies to determine what works, and what doesn’t work with their online marketing component. Now marketing and sales teams can analyze their success stories, look for patterns, and based on this intelligence, create a more predictive model which can be used for managing similar leads in the future. What you did right the last time around can now become an automated benchmark for planning your activities across the lead management process every time you find a prospect that fits the model. This becomes an extremely powerful tool for the organization.

5. Quantifiable Marketing Success

Every organization strives to maximize the return on its investments, and no more so than in today’s challenging economic environment. Marketing, like sales, is under pressure to quantify results from expenditures on online campaigns, PR and AR activities, advertising, and other marketing “investments”.

A Marketing Automation 2.0 solution not only helps ensures a higher return on investment when it comes to the money spent on the solution itself but it also helps measure the value received from other marketing investments by a company. All types of marketing activities, including PR/AR, advertising, and social media participation can now be measured with a Marketing Automation 2.0 solution. If the focus of an organization’s marketing activities is lead generation, a Marketing Automation 2.0 solution can clearly inform and provide the company with a rich set of data, including which marketing campaigns and channels brought in the maximum number of leads, and which channels did not yield good results. These insights help a company measure its marketing spends against the leads generated. It also helps a company to re-focus its efforts on campaigns and channels that yield them the best results.

6. Ease of Use

Being a SaaS-based solution, the next-generation, Marketing Automation 2.0 platform does not require a dedicated IT component in order to be deployed. Companies can largely reduce or completely eliminate the cost associated with IT support, which represents a major cost savings for most enterprises, especially those without dedicated IT resources.

Marketing Automation 2.0 solution merges smoothly with Web 2.0 tools to collaborate with prospects and customers on product development, service enhancement and promotion. Finally, Marketing Automation 2.0 solves the big problem of the marketing and sales divide, providing one unified platform and data set for different internal departments and outside partners, including sales, marketing, company management, channel partners, customers, and other key stakeholders.

 

 


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