As more and more companies are increasingly focusing on the contribution made to the pipeline, forecast and earning of revenues, it has been found that firms are focusing on marketing automation systems to achieve their goal. But do these softwares are able to strengthen revenue?
Instead of asking, it is better to take a close look at the results so that it becomes all the more clear if the adoption helps in attaining the scheduled benefits and also strengthen revenues at the same time. Attaining the target of offering the right content to the right person at the appropriate time via the most well suited channel is increasingly a tough job.
Eyeing for increased level of revenues
One of the foremost benefits of using marketing automation software is to bag more qualified leads into the hands of the sales team. Instead of having unqualified leads, this technology has been found to be helpful in applying the process of lead tracking, lead scoring and also the email nurture campaigns to advance leads after qualification, and only the sales ready leads are forwarded to the sales team.
It has been found that the business effect is tremendous. When the sales rep give their selling time to the best selling opportunities, sales opportunities witnesses jump along with rise in sales velocity and also the sales win rates go up.
Strengthening the top line revenues
To enhance revenue levels using the marketing automation tool, it is always better to think to look beyond the usual features of this tool such as lead tracking, lead scoring, lead nurturing and lead transfer. In fact, it is better to consider using them in regard to the other marketing strategies.
Let us take a look at the different possible ways to use the marketing automation tool for not just increasing the existing volume of leads via the pipeline but also increasing the number of leads in the pipeline.
- Targeting on the basis of behavior
Improved client segmentation and targeting has proved in buying more leads. With the help of marketing automation software, marketers are able to involve in segmenting of prospects beyond the usual criteria such as demography and firmography and consider other essential behavioral attributes. The aim to raise the volume of new leads is considered as an integrated collaboration of the digital campaigns, content marketing and also website analytics.
The ability to capture each client’s digital footprint and then later using the data to provide compelling content based on the marketing strategy in regard to the buying cycle has been found to be helpful in the conversion of leads.
- Nurture campaigns
It has been found that consistent or sequence based marketing techniques has found to be helpful in getting more leads. Moreover, the marketing automation nurture campaigns advance the leads got from any particular campaign type so that more and more qualified leads are offered to the sales team.
It has been found that the new leads experience a bell curve in regard to lead quality. In the B2B sector, only about a quarter of leads are just sales ready when they are passed on to the sales team and almost 55-60% leads are not sales ready.
When the not yet sales ready are passed to the sales team, they are ignored and causes lead breakage problem. If the group is nurtured using different combinations such as behavior of buyers, successive messaging and good content, almost half of these leads can get converted to sales ready.
- Leaving no leads behind
If the leads are left with the sales team, then it also causes leakage in the pipeline. In fact, in such a scenario, using a tool like marketing automation can help identify the stalled leads or the relevant opportunities and then sending it to the marketing department for further nurturing until they become sales ready will help increase the lead conversion ratio.
- Real time offers
Marketing automation software is able to detect the real time behaviors of clients and also at the same time apply highly specific campaign offers to increase the lead conversion ratio.
There are various opportunities to use the marketing automation tool with other marketing techniques for benefiting like visibility of the revenue apart from the sales projection, predictability of the revenue, increasing the engagement levels with the visitors who do not respond to offers, offering sales intelligence with the new leads and also cutting down on the cost per lead.