In this article, you'll learn...
- How marketing automation can help you better connect with prospects and customers
- How to configure and deploy your marketing automation system to get results
Today, a suitable marketing automation platform is available to meet just about any company's requirements and budget. These platforms often include systems for managing digital assets, allocating resources and tracking marketing expenditures, automating campaigns (online and offline), measuring marketing activity and demand generation , and managing Web content and leads.
Many companies invest in marketing automation platforms as a way to make their marketing organizations more efficient. Though marketing automation can achieve that objective, two key benefits of these systems is that they help you connect better with prospects and improve the opportunity to engage prospects and customers.
What Marketing Automation Isn't
Marketing automation isn't magic. Success requires taking a methodical and disciplined approach to segmenting, defining the customer-buying process, establishing agreed-upon definitions of stages, creating personas, establishing common metrics, and committing to faithfully using the system.
Marketing automation allows you to tailor your content and interactions to enhance how you connect with and engage prospects and customers. As a result, you can positively affect the conversion rate and sales cycle. And, in these tough times, who wouldn't want to see higher and faster conversions?
Take a Customer-Centric Approach to Configuration
Such benefits alone present a good business case for marketing automation. But for a system to "be all that it can be," it must be properly configured and deployed. Proper configuration and alignment require and enable stronger alignment between Sales and Marketing.
Many companies configure their systems around how they might sell and evaluate an opportunity (e.g., whether they've identified a budget, project, or need). However, before you deploy, take an outside-in view and configure the system around how your customer finds, evaluates, selects, and buys products in your category.
Laura Patterson is president and founder of VisionEdge Marketing. For 20+ years, she has been helping CEOs and marketing executives at companies such as Cisco, Elsevier, ING, Intel, Kennametal, and Southwest Airlines prove and improve the value of marketing. Her most recent book is Metrics in Action: Creating a Performance-Driven Marketing Organization.