The solution is to abuse technology and bet on marketing automation , a strategy that goes beyond following back or performing other simple automatic actions, such as scheduling posts. This is a way to help your leads through the different stages of the funnel in an efficient and personalized way.
In your role, you've probably already received tempting proposals from various marketing tools.
But why, then, should you invest in it? Discover 3 good reasons to bet on marketing automation.
1. Increase sales and revenue
Increasing sales and generating more profit is always a great desire for companies. But from there, some questions arise: How to make a lead become a customer? How to make an already loyal customer generate bigger tickets?
Automation tools allow for greater knowledge about your leads, their behavior and the different stages they are in along the funnel.
Feeding them in an appropriate and personalized way ensures the correct follow-up during the different stages of the purchase journey that each customer can follow.
With that, marketing automation helps warm up unready leads. That is, it makes it possible to increase your sales from the moment you nurture and prepare leads that may not buy now because they have other priorities, but may buy in a future opportunity.
This relationship with your customer can be decisive at different times of the purchase, even having weight in the final decision.
Another point, still related to this first reason, is that marketing automation becomes fundamental for a company from the moment the number of leads in the base starts to grow and it no longer makes sense to increase the number of employees in its team in the same proportion.
In this way, marketing automation allows an effective strategy without generating more costs for the company, such as more hiring. A relevant factor is that these leads vary considerably from one another in relation to the stage of the funnel they occupy, which would also require a greater workforce.
With this alternative, your company gains not only in scale, but also in productivity. That's because your team now has more time to focus on other aspects of your business.
2. Improve customer relationships
Everyone knows that the relationship with consumers is the soul of any business.
Satisfied and happy customers are easier to retain and it is important that the company maintains a close dialogue with each one of them.
But how to do that when your base grows exponentially?
Increasing the team generates more costs and is not always a viable solution, especially if you can use technology to your advantage.
Another great advantage of marketing automation, in addition to what we have already presented here, is that it allows you to segment your base not only by the stage of the funnel in which each lead is located, but also according to the established personas .
We know that different personas tend to follow different purchasing paths, and it is possible to maintain and develop the relationship with each one of them in a personalized way.
Other segmentation criteria, such as position and company, are also possible and, in practice, the result is a more personalized, focused and effective relationship, capable of adding value to the different stages of the funnel.
3. Decrease acquisition costs
As you well know, customer acquisition cost (CAC) is one of the most important digital marketing metrics . In this way, working to reduce it is the daily goal of many professionals in the field.
One of the best measures to reduce your company's CAC is to obtain more qualified leads, as these have a greater potential for conversion.
Reducing the sales cycle is a way to reduce these costs and marketing automation helps in this process.
This happens, in particular, because salespeople receive more prepared leads
Conversations between leads and salespeople are very different when that prospect comes in well informed. This also increases the salesperson's productivity, who spends less time arguing and more time focused on actually finding a viable solution for that lead.
With the right investment in tools and team training to deal with leads at the end of the funnel, increased sales, improved customer relationships and reduced customer acquisition costs are guaranteed results for your business.
Because it is something new, automation in marketing is not yet applied by many companies, and this is true both abroad and in Pak. However, the technique is one of the main bets of companies that have been in the market for a longer time, have already matured their digital marketing techniques and are reaping good results.