Marketing Automation

Here’s How to take Marketing Automation Results to the Bank

Marketing automation saves you time, generates results and revenue, and accurately measures end-to-end ROI. At the end of your fiscal year, that’s what you need to stay ahead of competitors and build your business – you need to show growth and ROI in order to make educated decisions on your marketing.

Marketing and the Selling Process

In the old days, back in the 20th century (yep, less than 20 years ago), managing the marketing process was simple. With a great product that was competitively priced, a reliable distribution system, smart salespeople, and marketing dollars to cover trade shows, print, and sales collateral, your business would grow.

Fast forward to today. In the 21st century, you still need a great product, competitive pricing, and a reliable distribution system. You still need marketing dollars and smart salespeople, but now you have more complex challenges to meet if you want your business to grow.

Selling in the 21st century has changed. You can’t get by with generating leads through cold-calls or trade shows. Today:

1. You follow up on a sales lead and nurture the relationship to get the first order.
2. Customers are doing research of their own, product reviews and insight articles
3. Your competitors are talking with this customer too, and you must continue to point out your advantages.
4. After you win the business, congratulations are short-lived, because you need to keep building the relationship after delivery. Retaining customers costs less than finding new ones.

Marketing in the 21st century has changed, too. Now you have multiple digital paths to use to reach potential customers:

1. Emails for initial contact and triggered when connections become qualified leads
2. Landing pages to inform potential customers about your products and services
3. Websites for portfolios, testimonials, and contact pages
4. Social media platforms like LinkedIn, Facebook and Twitter for frequent interaction

Here’s where automation enters the process. You need to know the ROI on these activities. More importantly, you need to adjust quickly when marketing elements don’t work as expected.

Marketing Automation helps manage Customers and Revenue

We have a partnership to bring you marketing automation software provided by Hubspot in an Agency Value Package. You no longer need to manage manual campaigns.

Marketing efforts become:

• automated, saving you money and time while sending responsive, agile campaigns
• nurturing, by delivering on-going information and building relationships without physical touchpoints with a salesperson
• prioritized, since automation identifies the leads requiring immediate follow-up
• converted to sales because your team is more in touch with leads who are ready to purchase

Importantly, Hubspot’s marketing automation provides end-to-end ROI. You know which elements work, how many leads they provide, and which need to be scrapped. Your landing pages become more dynamic using Hubspot insights, and your user experiences become personalized as you respond to potential customers’ behaviors. You’ll be able to answer questions such as:

1. Which creative to use?
2. Which message gets results?
3. What channels are important?
4. What type of campaign resonates?
5. Which audience segments are our best leads?
6. What collateral is read by these leads?