Marketing automation consists of software that handles routine marketing tasks without the need for human action. Marketing automation uses software to automate monotonous marketing work. Compared to past decades, now it is an era of the digital industry, and marketing channels by extension, are in a state of constant evolution, which marketers should thoroughly consider when they think of building lead generation strategies. These days competition is high and so are the demands and requirements of different users. Marketing teams are busy drafting new strategies to generate new leads, sales teams work hard on making those potential leads permanent clients. Marketing automation, also known as lead generation software, can play a significant role in getting marketing and sales teams on the same page.
But the problem with multiple channels is that their management requires different software, thereby leading to a scattered approach altogether.
The lead generation process can be simplified extensively by combining the efforts of all marketing channels and having multiple data points in a centralized software. This is where marketing automation comes in.
Marketing automation gives you a richer, more detailed picture of the behaviour of potential customers. Marketing automation software allows you to establish clear, objective measures of progress through the customer lifecycle. By making use of behavioural tracking methods such as following a user’s path through your website, marketing automation software can help your marketing team to understand a user’s interests and where they are in the purchasing lifecycle. Later certain customizations can be made around those parameters.
Now, let’s say a particular customer is viewing a range of products. This might indicate that they are at the beginning of the purchasing process, researching and comparing while preparing a shortlist. If they later download details on a specific product, that could indicate a narrower focus and a readiness to be contacted by a salesperson.
Compiling together information from these important areas including website visits and downloads, social media activity and direct marketing enables automatic scoring, qualifying, and prioritizing of leads. Constant efforts are made to maintain that engagement with potential customers.
Generating leads and keeping customers engaged throughout their journey is one of the common challenges faced by businesses. Apart from just collecting that pile of data, putting that information to the right use is another struggle.
Marketing automation software helps in overcoming these challenges by putting data to work by streamlining the workflows. When marketing automation is thoughtfully integrated, it creates a good opportunity for healthy, long-term relationships with your customers.
Lead generation marketing automation- a process that lets you build a content client base- needs to be tackled strategically for the most benefit. As a marketer, one should focus on getting behind on every aspect entailed in the entire process. Without educating yourself, you could be doing more harm to your business than good. But, if one leverage it wisely, marketing automation has the potential to help business generate leads that are just the right fit for the business.