Marketing Automation Software is an Important Tool For Generating Leads

Marketing is a vital part of any firm’s strategy, and is very vast, so as to include many jobs to be done, some of the being especially repetitive. Marketing includes analysis of huge amounts of data for identifying a target population and a lot of critical decisions to be made over which marketing paradigm to go about with. Marketing-automation-software applications help marketers to reduce time and effort associated with the marketing process by automating repetitive tasks. The end-user of these also has to specify certain criteria to the application. The application processes information entered by the user as well as from the marketing campaign by following the campaign. This following of the campaign is where the user benefits the most, since statistical analysis is automated.

These software may generate demand or automate the marketing workflow. Demand generation is where a lot of statistical analysis is to be done, while marketing workflow automation deals with the internal mechanics of a marketing department, such as planning and budgeting.

These applications for demand generation appear to be more widespread, possibly owing to the fact that online lead generation is increasing tremendously in the marketing industry. Marketing automation software allows the user to decide the marketing paradigm and methodology and follow up the progress of it.

Lead generation is made significantly easy by marketing~automation~software. Online lead generation has many advantages over other methods of reaching out to prospective buyers. The rendezvous dilemma that is the problem of the buyer and seller being unable to establish effective contact for a transaction to take place is solved by lead generation. Some software applications offer comprehensive tracking of leads within each marketing campaign and statistical analysis of data related to the same, so that the marketer can make quick decisions about further improving the campaign’s effect on the bottom line.

Lead generation or more specifically, the cost-per-lead advertising model has many advantages over others, such as the cost-per-click model. As far as the CPC model is concerned, the cost of keywords has risen dramatically. Also the probability of a click being useful to the advertiser or vendor is very low, as is made obvious by the high fraud rates of clicks. In the CPL model, a marketer simply pays for every lead he or she gets, which may be contact information at least or more information. The marketer has to decide how many information fields he wants, since more fields cost more, and reduce the interest of people.

Lead generation campaigns on the internet are very effective concentration rendezvous strategies. The target population is easily identified and leads can be generated easily through paid search campaigns, especially banners. This is where the marketing automation software comes into the picture. Many software applications offer to enhance management of paid search campaigns with statistical tools. Managing a marketing campaign with the help of marketing automation software helps significantly to reduce time, effort and human error.

A Good Marketing Automation Software Platform Can Boost Your Bottom-Line

There are times when a customer leaves your site because he doesn’t have enough payment options. People like to use different payment options like deferred payment, a credit line, or some other option depending on your payment terms. Ideally, you should offer your customers as many options as possible but you would need an advanced marketing automation software platform to integrate all these options into your site to ensure seamless functioning.

Business growth depends to a large extent on payment terms

Payment terms are a critical part of any business and it won’t be an exaggeration to say that they can make or break a business irrespective of the demand situation. In online transactions, where you don’t meet your customers face-to-face, as in traditional brick and mortar businesses, offering a deferred payment option or credit lines isn’t easy. Yet, business growth would require that because your competition won’t step back from offering customers these options.

On an eCommerce platform, integrating deferred payment option or credit lines along with other innovative and appealing alternatives in a seamless manner will require quality marketing automation software. Such software is available in the market, offering a range of functionalities that might or might not sync with your specific needs and environment. Apparently, the solution is customization of the software but that’s where you run up against serious odds – high cost and uncertain quality.

Choose the right marketing automation software platform

In the event of an abandoned transaction because the customer had inadequate payment options, you need to be in a position to utilize the data that your interaction with the particular customer offers you. Your opportunity hasn’t ended just because the customer walked out of one transaction. There are ways by which you can re-engage the same customer based on his preferences that you get to know by mapping his activity on your site; he’ll leave behind many clues that can help you re-engage him.

You can follow up with emails or posts to lure him back to your site. Once he’s back, try a different method and impress him with your offers. Things that he checked out and found too expensive can be offered at lower prices if it doesn’t affect your margins much. So even as he’s busy looking up the things within his budget, offer him a great price for something he looked up close and long but had to opt out because of high price. With the right automation, your site can have this kind of dynamism.

The question is, how well will it work? Surely, such software isn’t cheap and you don’t want to be stuck with something that charges you big but doesn’t deliver on the promise. If you aren’t able to make adjustments to your initial offers or your cross sells at the required speed, your customer would be gone a second time. Thereafter, it would be more difficult to get him back on your site as he won’t be confident that the time he spends on your site would be worth it. Your marketing automation should help you make adjustments to the flow of your site based on different factors.

How Marketing Automation Software Can Help You Solve Your Demand Generation Challenges?

A well-built Marketing Automation Software can help you get better results from its demand generation efforts by enhancing the various steps in the demand generation process. It streamlines the process and provides marketing with valuable prospect/customer data, which can be used to increase the overall effectiveness of the business’s demand generation strategy. Following are the advantages of automating the demand generation process –

  • Complete customer view – An ideal marketing automation software provides the business with a holistic view of its prospects. Once the marketing team has a 360° view of its prospects, it can modify its demand generation campaigns to complement prospect behavior.
  • Personalized marketing & sales tactics – Research has proven time and again that personalized marketing bears better results than generic, mass-produced efforts. Prospects/customers tend to favor brands that personalize products and solutions to suit their needs. Personalization enhances value from the customer perspective.
  • Content syndication – As prospects/customers interact with the business on various platforms, there’s a need for the business to utilize these numerous channels to drive home its message. Marketing Automation Software with built-in content syndication mechanism enables a business to consistently deliver the same message across all communication channels.
  • Staying in touch with prospectsResearch indicates that only about 15% of leads are immediately willing to buy. While about 20% are disqualified initially, the remaining 65% are mildly interested in the product/service, but not ready to invest in it right away. The business must stay in touch with such prospects and keep the leads warm, so that when it’s time to make the buying decision, the prospect remembers the brand. By choosing the right marketing automation software a business can communicate with its prospects through various channels including e-mails, web pages, social networking sites, blogs, and information-sharing portals.
  • Multiple output supportProspects now have a multitude of ways to reach out to vendors. These include the web, social media and other information sharing sites. Facebook has around 400 million users, while Twitter has around 75 million and LinkedIn is catching up with over 65 million users. That means millions of prospects. Marketing Automation Software allows the business to communicate with its prospects across all these platforms.
  • Brand management Managing your brand and keeping marketing materials updated is never going to be a problem once you use a marketing automation software. For example, SpeedWheels, a company manufacturing high-end bicycles. SpeedWheels has presentations and flyers made for each new model. Let’s assume that the price of Model II changes. If a pricing change were made in the presentations, the same would be automatically reflected in the flyers as well.
  • Understanding prospect/customer behavior – Marketing Automation Software provides business with a 360-degree view of the customer.The following question can be answered by deploying the right automation system –
    • Did the prospects visit the company site?
    • Which links did they click on? Did they open an e-mail?
    • How many e-mails did marketing send to them and what was their click through rate?

Make your demand generation efforts more productive, by using the right marketing automation capabilities to answer the ‘Who, What, When and Why’ of prospect behavior and gain a competitive edge in the market.