First and foremost, the duty of a marketing automated system is to make the job of a marketer a little bit easier. Designed as organizational tools, marketing automation systems take care of some of the more mundane day to day tasks that can become time consuming – but are still necessary in order to nurture customers throughout the sales process.
However, that does not mean that automation systems will do everything; it’s important not to abuse the convenience of automating all of your work. It is still necessary to incorporate human interaction and thought within the process in order to ensure that your marketing truly works.
By doing so, an effective automation system, in combination with traditional marketing and sales interactions, will ultimately help to attract quality visitors, convert those visitors into leads, close those leads into customers and finally, engage those customers to keep them coming back for more. But how do you really know if your automation system is working to boost your return on investment?
There are some indicators of whether or not your automation system is working for you instead of against you.
Below, we share some of these indicators. If you notice that any of the statements below are false for your company, there’s a good chance that your automation system isn’t working as effectively as it could. Here’s how you can tell if your marketing automation system is driving revenue for your company:
1 - Automated systems enable the ability to share more (useful) content
Chances are, your employees have spent a generous amount of time producing valuable content to share with customers – don’t let this hard work go to waste! If your viewers are not seeing this content, then the result is a lot of wasted time and money. This is where marketing automation systems come into play, working to expand your content’s power.
For example, rather than taking the time to plan an entire calendar of social media posts to follow new blog content updates, a system can be set in place that will automatically send those updates for you. Already, this option can save your employees a vast amount of time when you consider the 10-15 minutes each day they would have spent logging in, drafting, and sending social media posts.
The time saved using an automation systems is apparent; revenue driven, not so much. But, that doesn’t mean that it’s not happening. Because automation systems enable content to be sent out more often and with further reach, it is more likely that your customers will be getting to know your brand and product(s). Plus, automation systems are often able to decipher who your viewers are, and what kind of content they’re more likely to be interested in.
The benefits of personalization will potentially support leads through the sales funnel; a brand new viewer downloads a content offer, for example, and they are now a contact. Unlike someone who has never downloaded an offer, a lead will now see more in-depth content to learn more about your products. This cycle continues as they delve further into the funnel, and the automation system drives the process. It is likely that your employees will work directly with a lead in order to make a final sale, but the system will actuate much of the time consumed during the research period for a customer within the sales funnel.
As a result, marketing automation systems are acting as an additional sales employee, aiding in a customer’s product research. Though ROI is a bit difficult to measure for this, a system used correctly will be driving revenue and growing your company’s customer base.
2 – Organized campaigns provide area for better reporting
The effects of an automation system are not always directed towards the consumer side of things. It also helps you efficiently run your own management as well. Instead of manually compiling data from separate sources to track the effectiveness of your campaigns, automation systems will provide convenient analytics tools all in one space. You can track your website, customers, social media, keywords, competitors, etc., all within a few clicks of a button; again, saving time, energy, and perhaps even money spent on additional tracking software.
Having all of this valuable information easily at hand, you can make more informed decisions on future marketing campaigns. Your last e-mail didn’t have a great click-through-rate, but your social media sources were booming? Maybe your buyers are living in the social space, and not so much on e-mail. Some automation software platforms, such as HubSpot, even allow you to perform A/B testing – you can try different things and see what resonates well with your audience. Discovering points like this will help in creating better marketing - and more sales as an end result.
3 – Well nurtured customers will stick around
As mentioned in the first bullet, nurturing your leads is important for driving sales in an efficient manner. It is just as important to continue nurturing existing customers, and making sure you’re fulfilling their wants and needs to keep them coming back for more.
Traditionally, this would involve your salespeople taking time to revisit old charts and determine the who, what, when, where, why before approaching a customer. Wouldn’t their time be better spent doing something else? Automation systems will perform 2 tasks to help maintain your customer’s delight: First, automation systems can continue to send out new content for your customers. This could be in the form of guides, whitepapers, videos, social media, you name it. This continues the learning process, and may encourage a customer to purchase more.
If that’s not enough, automation systems will enable salesmen to take the more traditional route, but in a more expedited way. Some systems provide salesmen with alerts for when a customer may need a little more nurturing, and can even suggest how. Especially in areas where there are a lot of different customers, this can be game-changing.
The vast organizational resources that marketing automation systems provide will free up sales time, nurture existing customers, and really spur more revenue.
4 – Automated systems track contact movement through the sales funnel
Have you ever had that client that just baffles you? They’re not the typical lead, but are still interested in your product. Being able to track their downloads, what they’ve been looking at on your site, what they’ve Tweeted about you, etc. would be nice wouldn’t it? Well automation systems will compile that data for you, and provide insight for a lead’s interests.
Using this information, a marketer will be able to better cater a contact’s experience to fit their needs, and ease them through the sales funnel. Generally, this is done on a broad spectrum, following different buyer personas through and discovering what is/isn’t important to them, but it can be extremely beneficial on a one-on-one basis. Personalizing a customer’s experience can help create a sale.
5 – Lead scoring quickly shows your sales team where their efforts should be placed first
To make it short and simple, marketing automation systems can provide “lead scores” for your contact database. Depending on a contact’s activity, automation systems will assign a number to reflect their supposed interest.
For example, if you have a contact that signed up for your e-mail list, but then quickly unsubscribed, they may have a low score. But if there is someone who has subscribed, clicked through to linked pages, tweeted about them, and then went on to download more content; they will have a higher score.
Quickly, your sales team will be able to determine who is more likely to buy. Continually investing efforts into more likely candidates will result in more sales, and again, help to drive more revenue.
Marketing automation systems can gain a bad rap, but only if you use them incorrectly. Don’t let the robots take over; view your system as an organizational tool that will lend a hand to your sales efforts. When used correctly, marketing automation systems will greatly improve quality for creating, tracking, and implementing marketing efforts. Ultimately, automation systems make your life easier, and help to drive more revenue for your business.
Topics: Demand Generation