Those who can best navigate the waters will be the ones who utilize industrial marketing automation.
Your business is swimming in an ever-expanding sea of data. Marketing automation leverages your customer database (CRM) by managing and tracking interactions with, and responses to, each of your industrial marketing efforts.
You now have the ability to collect more data than ever before on prospects and clients – data from websites, blogs, social media, email newsletters and more. Marketing automation is the answer to effectively managing and leveraging all of this information.
From your website and mobile site to email newsletters and social media, every interaction an individual has with any of your marketing efforts will feed into a central “hub.” Timely, targeted responses are then delivered for each interaction based on that individual’s specific interest and action.
Marketing automation software such as Act-On, HubSpot, Marketo and Eloqua, to name a few, have made it easier than ever to gather and share data. These programs serve as the link between marketing and sales teams, automatically arming sales teams with as much data as possible before a lead or prospect is ever contacted. By populating your CRM system with the collected data, these programs enable your sales team to see every interaction an individual has made with your marketing efforts.
Time-consuming days of piecing together data in a spreadsheet, and manual follow-through are going away. Marketing automation will seamlessly manage each of your marketing campaigns, capture your prospects’ behavior, provide personalized lead-nurturing responses as well as measure the ROI of your marketing efforts.
An effective marketing automation system requires effort. You still need creative, compelling content to attract visitors and encourage additional interaction. The payoffs can be great and smart business owners are taking note. According to Sirius Decisions, use of automation is expected to increase 50% by the end of 2015.
Automation is the wave of the future for marketing. Expect to hear a lot more about it in the coming months. CoreElement (I) will continue to keep you informed of the latest developments as this coalesces.
What are your thoughts on marketing automation software? Has it streamlined your data-sharing process or enabled the collection of more meaningful data for your industrial marketing efforts? Please share your comments below.