At one point in your business’ lifecycle, email marketing will not be as effective as it initially was for your business. The reasons for this can be numerous: your sales team does not know which leads they should follow with up or rigorously pursue, you may have trouble scaling, your ROI from email marketing becomes unclear, your marketing team is short on time as email marketing can be highly time-consuming, among a plethora of other reasons. If any of these challenges sound familiar to you, you may want to consider email marketing automation. Let’s get into the nitty gritty of exactly how the world of marketing automation works and why you should consider exploring it.
1) Does your buying process last longer than a week?
2) Are your email marketing campaigns becoming ineffective in contributing to sales?
3) Do you want to send multiple messages to multiple audiences, but lack of time is preventing you from doing so?
4) Are the quality of your leads subpar?
5) Are you confused on whether to spend less or more on marketing?
6) Do you sell multiple products targeted towards different segments?
If you have answered yes to more than one of the questions above, then automation may be an ideal answer for you. Marketing automation is an ideal avenue to scale your business as the process inherently scales itself with growth. With automation, you can deploy lead nurturing, allowing you to follow up with and facilitate your audience in different stages of the buying cycle. With the advent of technology, marketing automation empowers you to embed scores for your leads, based on how they interact with your campaign and content. Ultimately, this scoring system enables your sales team to receive leads of a greater quality and hence, drastically improve your chances of converting the lead into a sale.
If you want to avoid the hassle of building your own team to automate your marketing processes, an ideal solution would be to hire a third-party, who specializes in automation and has prior successful experience in it. An effective marketing automation team will build your campaigns, craft multiple messages for different buyer types, create buyer personas to target, consistently experiment with content and design to arrive at the most effective combination and overall, have a much greater ROI than your existing email marketing campaigns that are not currently automated.
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