The Top 3 Business Challenges Marketing Automation Software Can Solve for You

Thanks to marketing automation, even a lean marketing team can turn into a force to be reckoned with. Instead of being caught up with dragging, repetitive tasks, marketing automation users can focus on more important things that can make their businesses grow. Growing enterprises and startups can compete with huge companies in terms of attracting the attention of customers. 

What Is marketing automation primarily used for

With marketing automation, a set of integrated web-based tools and services are used to manage and automate repetitive and manual marketing processes. This is a good way to make tools like social media, email, and web management more accurate and effective.

Here are some business challenges that marketing automation technology can solve.

Demonstrating ROI:  An established marketing automation platform can help you measure how your campaign is performing and identify which specific actions are directly linked to boosting your revenue. This way, your team can make better-informed decisions that align with your brand’s goals.

Marketing automation brought in a stunning $1.5 million in new revenue for data center solutions provider CentricsIT. As recounted by markempa CEO Brian Carroll, that company’s new marketing manager brought in marketing automation to align agent-driven sales efforts with lead generation. The technology captured leads, monitored their progress in the customer journey, and then marked those showing a high probability to purchase. Messages sent to these customers also reinforced their interest in the product. The analytics-driven results were then channeled to the sales agents. After a year, CentricsIT witnessed a 59 percent increase in lead generation, which translated to $1.5 million in new sales.

Increasing the conversion rate:  Visits, views, and even leads are important, but conversion is essential. Conversion is the transformation that turns your guest and/or visitor into a paying customer. Marketing automation software can convert the leads that you have been acquiring from various campaigns into reliable, engaged customers. Ari Soffer, Leadspace senior content manager, gives as an example the success story of McAfee. The famous antivirus software company was not happy with the leads they were getting;  the numbers were high, but the conversion into sales was very low. Marketing automation software gave them a clearer picture of their customer, targeted the channels they were frequenting, and directed their campaigns there. The result was a stunning conversion of 400 percent, which was influential to the growth of the company. 

Improving customer engagement:   Marketing automation has become pivotal in keeping the customers engaged and retaining them as happy customers. It can use analytics to segmentize broad markets, and then send out personalized messages to each unique segment to address their own unique concerns. According to eConsultancy, Acteva used the software to launch individual campaigns for 65 of its segmentized audiences. Marketing automation was not just nurturing the leads, but it also launched lead pages and emailed newsletters and other online forms of communication on a regular basis to these same leads. 

Acteva was able to conduct four campaigns in one year, instead of its usual one. It saved $400,000 during that same fiscal year. It also achieved 100 percent growth rate in sales in areas where the marketing automation campaigns were launched. This increase in sales indicated that customers were not just growing, but they remained connected to the brand.

What are the benefits of marketing automation

The most attractive marketing campaign still has to turn your target market into buyers. It all boils down to a very focused, detailed management of the customer’s journey towards a definite purchase.

A marketing automation tool can help you find out which specific actions in your campaign needs improving. It can show you the factors that compel them to buy your products—or ignore them.   Once you have decided that marketing automation is something that can benefit your business, the next step is to choose the right tool for what you need.