Enterprises
from ages has been operating in a neo classic mode with mainly two
forces involved in revenue generation- marketing and sales.
Even today the business world revolves around marketing and sales funnel.
However, to withstand the aggressively competitive business environment,
enterprises struggle to meet customer demands by replacing the repetitive
manual processes with automated solutions. Technological innovations has seen
enterprises communicating digitally and operating
efficiently with the help of a number of software applications.
Marketing automation refers to the software platform designed to automate repetitive
tasks as well as empower the sales funnel as powerful tools. Discord between
the sales and marketing teams are always detrimental for the enterprise as it
reduces the effectiveness of marketing campaigns and also reduces the
efficiency of the sales teams in closing deals. The marketing automation
platform thus helps enterprises to streamline the sales and marketing
functions in the organizations.
Nevertheless
to develop a strategic marketing plan, enterprises need to understand customer
demands . The marketing automated tools are so designed to aid marketers in
understanding customers, developing, analyzing and management of marketing
campaigns, as well as organizing customer data and storage. The
marketing automation software platform provides information across all
phases of marketing including demand generation, lead management, lead
scoring, lead nurturing, lead
generation, campaign analysis and sales effectiveness.
The marketing automation software facilitates the enterprises to understand their
prospects' position, their interests and readiness to buy the product.
In other words, this software focuses on moving the leads from the top of
marketing funnel to the bottom of the funnel as a sales-ready lead. The lead
scoring feature enables the marketing teams to categorize the prospects
according to their activities. Further, these leads are nurtured with
drip campaign messages through emails and social networking channels and
are used generally for the B2B markets , B2Cmarkets, longer sales cycle based
business-to-government . The traditional organizational boundaries limits
the scope of existing automation solutions. Although these distinctions were no
hindrance to organizational structures in earlier days, the present
scenario calls for the need for more integration, transparency and a single
point of accountability for a organization's revenue generation activities.
The
industry statistics from various sources states that-
- Companies using marketing automation for lead management saw a 451% jump in qualified leads. --Aberdeen Group
- Companies see a 70% faster sales cycle and 54% improvement in quota achievement post a marketing automation solution. -- Bulldog Solutions
Based on
these insights , it can be inferred that the use of marketing
automation software developed by the leaders in the industry segment facilitates
enterprises with more qualified leads, raises the engagement rate and increase
revenues, while lowering customer acquisition costs and reducing the time
needed to execute marketing campaigns. The marketing automation platforms thus
are the de facto sales managers for the enterprises and provide concrete
touch points for all participants in the funnel process.
Read more on - Lead Management software , Lead Management
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