When it comes to marketing strategy, many companies choose to use in-house resources intricately involved in the brand and marketing activities of the organization.Read more
Marketing has been around for longer than you think. Strategies have helped businesses grow for years, and with the inception of digital marketing and new technologies, the marketing community only seems to get bigger and bigger. Digitization and big data tools have helped brands tap into data pools to better understand the market and customer needs.
Zift has partnered with leading B2B marketing strategy technology and consulting company Robotic Marketer to deliver channel partners with an easy, affordable and smart way to develop marketing strategies aligned to business goals.
Executing a marketing strategy can be a tedious and overwhelming process, that is why marketing automation can be a marketer’s best friend!
Marketing automation software automates and streamlines marketing activities and is most beneficial in areas such as email marketing, social media, and lead generation.
It provides personalized experiences for clients, which results in an average of 50% increase in email open rates. It is also an efficient use of a business’ time as it minimizes repetitive tasks through automation, allowing employees to focus on the core business, whilst minimizing the risk of human error.
Whether you want to optimize your employees’ time or define your target audience profiles, an automated marketing system is beneficial for leveling up your marketing efforts. So, let’s take a look at how it can help your business.
Benefits of marketing automation:
It helps with reducing costs
Through a streamlined marketing process, you can reduce costs by using time more efficiently. It is seen that marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead costs. It also allows you to improve your analysis of big data, saving on the time it takes to have to manually analyze and sort big data.
It helps in generating better leads
With marketing automation, implemented organizations can experience a 10% increase in their sales pipeline contribution. This is because it can target segments through landing pages, provide A/B testing by creating two versions of an ad, email or landing page determining which provides a better outcome, and helps to build your contact list.
It improves accountability
It allows you to see where your strengths and weaknesses lie in the business in terms of staff and efforts in both sales and marketing.
Through data reporting, analysis and most importantly feedback you can align and unify the sales and marketing goals of each team by setting benchmarks and qualifiers, while also receiving reports on the successes or failures of these goals. In addition to this, it can also determine where and what leads need to be nurtured to become sales qualified leads (SQL).
It increases efficiency
Automation can provide efficiency through a reduction in repetitive manual tasks to optimize productivity.
The software can provide marketing campaign calendars, target multichannel campaigns such as SMS or push notifications, provide seamless customer personalization (which would normally take days) and provide powerful customer retention programs such as abandoned cart or win-back campaigns.
It helps refine the marketing process
These systems can work effectively to align with your marketing strategy and adapting communication tactics relating to the customer journey. Marketing automated software provides clarity on a buyer’s behavior. They also provide a seamless alignment to your marketing strategy and can effectively market through multiple channels such as mobile, PC, SMS and email.
An important factor in automation is the ability to test different campaigns. This allows for analyses of better-suited campaigns that can be altered or optimized to the various segments and generate more lead conversions.
It helps with effectively targeting customers
Automated systems can segment your customers by demographic, location, interests and behaviors, allowing for accurate communication with leads, which can generate sales.
By understanding your buyer’s persona, you are able to deliver relevant content to prospects instead of just generating useless noise.
It boosts customer lifetime value
This can be accomplished through upselling and cross-selling features in automation. Meaning you don’t miss out on this potential to increase revenue. This can effectively be implemented through personalized up-sells at the end of a transaction or sending birthday SMS/ emails generated automatically through the system.
Automated marketing systems can allow businesses to run more efficiently and effectively, saving time and costs on the overall budget. They allow for campaigns to be executed and operate with maximum impact, by providing in-depth analysis of campaigns, leads and customers.
The great thing about them is you can tailor to make them meet the needs of your business and better service your client base.
The landscape of Business to Business (B2B) is changing rapidly. Interactions between companies are taking far more personalized and less corporate tones than they did 10-15 years ago (even 5 years ago for that matter) and we have to evolve with those changes. So then what are some key insights that we can pay attention to in this ever-shifting landscape of B2B marketing?