Software can save people time and make their lives a lot easier. And in the sales and marketing worlds, saving time is crucial. We have a million things to do every day and do not want to be bogged down by boring, tedious tasks.
The solution? Marketing automation software.
It can automate a lot of simple marketing tasks for your company (I mean, “automation” is in the name!). Here are just five of the tasks that marketing automation software can take off your plate to free up your day.
1) Mass emails, targeted to your audience
Are you sick of going back and forth between your website analytics and your email marketing solution (if you have one) to figure out which types of emails should be sent to which prospects? With marketing automation software, you can quickly put together an email and send it to thousands of prospects without breaking a sweat. Marketing automation can help you track who completes certain actions on your website, and allow you to quickly take action depending on their activity.
For example, you want to offer a discount to prospects that have viewed a certain page of your website. After quickly compiling the list of contacts from your marketing automation analytics, an offer email can be sent to those prospects.
It can take less than 30 minutes, as opposed to hours of searching through data to find the right prospects and their contact information.
2) Lead nurturing
Leads are not sales-ready as soon as they come in. It takes time to make sure they will actually buy your product and become a customer. Nurturing is the way to accomplish this.
Without marketing automation software, sales people have to track each of their individual leads in the sales process. With hundreds, maybe thousands, of leads per sales person, this can become overwhelming fast.
Marketing automation software allows you to set up nurture tracks that will check in on leads and prospects for you, automatically. You can decide which emails are sent to which leads, how many days should pass before another email is sent, and what sort of actions should be taken if a lead opens or clicks a link in an email. Once a certain action is completed, your sales people can be notified to follow up and start the true sales pitch with qualified, sales-ready leads.
3) Data and analytics
Sure, we all have Google Analytics by now, but marketing automation software offers you more data about your email marketing efforts. Immediately after an email is sent, you can see the number of opens, total number of clicks, which links were clicked, open rate, click-through rate, and the list goes on!
You can use these numbers to test initiatives, such as subject line variations, and the time of day that an email is sent. The possibilities are endless! And who would say no to more data?
4) Triggered emails
Let’s say that every time a lead fills out a “Contact Us” form, an email comes from sales saying that you’ve received their info and will be reaching out shortly. Currently, someone on the sales team has to check who has filled out that form and then manually send out that generic email, but they can only do this when they’re in the office or have the free time. This means that leads that filled out the form hours before their info is checked will receive an email later than they expected, portraying your company as slow and unresponsive.
Instead of manually flushing your image down the drain, enhance it by using marketing automation software to automate those emails. Every time a prospect fills out your form, an email is instantly sent. And you can include more information in those emails that will allow prospects to stay engaged with your company while they wait for a sales person to follow up, such as links to your blog posts and social media outlets.
We marketers absolutely love testing. If we can test it, we will! So what do you do now if you want to test subject lines or the type of offer to have? Do you just ask those that have received the emails? How can you know for sure what will bring you the best sales opportunities?
Marketing automation software gives you an easier way to test and view important data. A/B testing is a huge part of this, and every marketer’s dream. Just write two different emails, each with a different subject line, for example. Then set up an A/B test, which will send a certain percentage of the list one of the two emails, and then send the more successful of the two to the rest of the list. Easy, right? And you don’t have to do anything besides check the data afterwards.
There are many, many more ways marketing automation software can help automate your marketing efforts, but I don’t think you want (or have time!) to read 20 pages! How else can a marketing automation solution save you time? Leave your ideas and experiences in the comments section!